June 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.
June 2015 y/y SSS Results
- Amazon – Amazon’s June SSS came in at 26%, a slight increase compared to May’s 23.8%.
- eBay – eBay’s June SSS came in at 7.2%, a slight increase from May’s 6.6% and about half 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 June came in at 19.2%, a significant increase from June’s 1.9%. While our ‘Other 3PM’ category is facing headwinds specific to one of the marketplaces (Rakuten), other marketplaces such as Tesco (up 98% y/y), Sears (up 33% y/y) and Newegg (up 23% y/y) are helping to counteract that headwind.
- Google Shopping/PLA – GS came in at 28.7% y/y growth. The strongest showing since September 2014. Google Shopping details are provided later in the report.
- CSE – Comparison Shopping Engines came in at 15.8% for June, an increase from May’s 8.4%. CSEs over-performed due to strong growth in Google Shopping. Details on PLA/Google Shopping later in the report. Also, traditional CSEs showed some signs of life this month.
- Search – Search (Google AdWords and Bing/Yahoo! AdCenter) came in at -3.5% for June, an increase from May’s -5.5%. Later in the report we have more search details.
The following chart details the SSS data for June 2014 through June 2015: (click to enlarge)
eBay’s SSS for June was 7.2%. To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:
- eBay auctions – June eBay auction SSS were -25.5% y/y, an increase from May’s -28.8%
- eBay fixed-price – Up 6.9% y/y in June – down from last month’s 7.2% .
- eBay Motors (parts and accessories) – P+A increased in June coming in at 16.4% compared to May’s 14.8%. eBay Motors P+A continues to be the bright spot in the eBay SSS results and is growing fastest of all the eBay components and is growing in-line with e-commerce.
Here are the TTM (trailing twelve month) trends on these eBay internals. (click to enlarge)
In June 2014 (Happy Birthday FBA data!) , we released two new data points around FBA:
- 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 June 2015, 36.8% of Amazon GMV was FBA (November 2014 was a high water mark at 53%). That was up from a year ago, June 2014, where 26.2% of the GMV was FBA. That’s a 40.8% 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 June 2014, 1.7% was non-Amazon fulfilled. Then in June 2015, we saw this grow 22.8% y/y to 2.1%.
Supplemental data for Search
Here are the June Search internals: (click to enlarge)
Note: these are all y/y SSS comparisons (June 2015 vs. June 2014).
Search SSS increased to –3.5% for June from May’s -5.5% driven by pressure on clicks (down y/y 1%) and CR (down 2.2% to 3.17%). AOV (Average Order Value) helped counter the decrease in clicks and CR by growing 4.4% to $183.34. . The improvement in AOV caused retailers to bid more, so CPC was up 6.3%, which is interesting as CPC has been on a downward trend since September of last year. The CPC increase caused total costs to come in up 5.2%. The decrease in clicks coupled with the decrease in CR caused Orders to come down 3.1% y/y.
Supplemental data for Google Shopping
In September 2012, we introduced a new set of data around Google Shopping. Here is the June 2015 Google Shopping/Product Listing Ad supplemental data:
Overall, Google Shopping for June came in up 28.7% y/y. The conversion rate was up y/y 3.7% from 2.57% to 2.66%. AOV increased 15.8% from $98.27 a year ago to $113.81.
June continued the trends we saw in Q2 with channels such as Amazon, Google Shopping, CSE and Other 3PM exceeding the ~15% comScore e-commerce growth rate baseline, while eBay and Search grew slower than the baseline. eBay Motors/P+A was the bright spot for eBay growing in-line with e-commerce. Now that Q2 is in the books we will be watching eBay and Amazon’s Q2 reports closely to see if they are in-line with what we saw.
This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.