ChannelAdvisor Scot Wingo By Scot Wingo

July 2015 ChannelAdvisor Same Store Sales (SSS) for eBay, Amazon, Google Shopping/PLA, CSE, Search and other e-commerce channels.

Note: This is a monthly feature published by ChannelAdvisor highlighting the Same Store Sales (SSS) across our wide range of thousands of retailers and billions in GMV.  Details on the SSS including background, methodology, disclaimers and the 2015 schedule can be found in this post.  

July 2015 y/y SSS Results 

  • Amazon – Amazon’s July SSS came in at 30.1%,  a strong increase compared to June’s 26.0% driven by ‘Black Friday in July’ Prime Day which was July 15th.
  • eBay –  eBay’s July SSS came in at 5.8%,  a decrease from June’s 7.2% and about a third the e-commerce growth rate of 15% as predicted by comScore.  Further in the report, we have details of the eBay internals.
  • Other 3PM -Non eBay and Amazon marketplaces for July came in at 16.1%, a decrease from June’s 19.2%.  
  • Google Shopping/PLA – GS came in at 13.2% y/y growth, a large decrease from June’s 28.7%.  Google Shopping details are provided later in the report.
  • CSE – Comparison Shopping Engines came in at 4.3% for July, a decrease from June’s 15.8%. CSEs slowed due to a slowdown in Google Shopping.  Details on PLA/Google Shopping later in the report.
  • Search – Search (Google AdWords and Bing/Yahoo! AdCenter) came in at -9.3% for July, a decrease from June’s -3.5%.  Later in the report we have more search details.

SSS Chart 

The following chart details the SSS data for July 2014 through July 2015: (click to enlarge)

july15_sss_main_chart

eBay Details

eBay’s SSS for July was 5.8%.  To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:

  • eBay auctions – July eBay auction SSS were negative 33.4% y/y, compared from June’s  negative 25.5%
  • eBay fixed-price – Up 5.2% y/y in July – down from last month’s 6.9% .
  • eBay Motors  (parts and accessories) – P+A  increased in July coming in at 17.8% compared to June’s 16.4%.  eBay Motors P+A continues to be the bright spot in the eBay SSS results, growing fastest of all the eBay components and faster than e-commerce.

Here are the TTM (trailing twelve month) trends on these eBay internals.  (click to enlarge)

july15_sss_ebay_details

Amazon details

In July 2014 , we released two new data points around FBA:

july15_sss_amzn_details

  • Percent FBA – This measures the % of Amazon GMV through the ChannelAdvisor system that was fulfilled through FBA and tracks it on a y/y basis.  For July 2015, 37.7% of Amazon GMV was FBA (November 2014 was a high water mark at 53%).  That was up from a year ago, July 2014, where 28.1% of the GMV was FBA.  That’s a 34.3% increase y/y in FBA as a % of GMV.
  • % FBA non Amazon – Here we look at the total bucket of FBA-driven GMV and look at the % that was not fulfilled for Amazon sales (website, other 3PMs, Search, CSE, etc.).  A year ago in July 2014, 1.9% was non-Amazon fulfilled.  Then in July 2015, we saw this grow 4.8% y/y to 2%.

Supplemental data for Search

Here are the July Search internals: (click to enlarge)

july15_sss_search_details

Note: these are all y/y SSS comparisons (July 2015 vs. July 2014).

Starting in late June and continuing into July we noticed some unusual behavior in Google Adwords.  Google started increasing the price (CPC) of brand terms.  That has caused a good bit of disruption in the ecosystem as retailers scramble to adjust budgets.  We believe this impacted PLA/Google Shopping significantly in July. Here is a link to a blog post our search gurus wrote on the topic.

Search SSS was -9.3% for July from June’s -3.5% driven by pressure on  clicks ( Up y/y only 0.4%) and CR (down 5.5% to 3.35%).  AOV (Average Order Value) helped counter the decrease in clicks and CR by growing 1.7% to $170.17.  The previously mentioned CPC boost on brand terms caused CPCs to really move rapidly, raising 12.7% to $.51 y/y.  The CPC increase caused total costs to come in up 13.1%.  The decrease in clicks coupled with the decrease in CR caused Orders to come down 5.2% y/y.

Supplemental data for Google Shopping

Here is the July 2015 Google Shopping/Product Listing Ad supplemental data:

july15_sss_pla_details

Overall, Google Shopping for July came in up 13.2% y/y.   The conversion rate was up y/y 12.2% from 2.21% to 2.48%. AOV decreased 3% from $107.80 a year ago to $104.60.

Conclusion 

July continued the trends we saw in Q2 with channels such as Amazon and Other 3PM exceeding the ~15% comScore e-commerce growth rate baseline, while eBay, CSE and Search grew slower than the baseline.  eBay Motors/P+A was the bright spot for eBay growing faster than e-commerce. July sets us up for August’s back to school (BTS) promotional activity and then with September we are fully into Holiday 15 mode, so we will be watching these trends closely.

This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.

 

 

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