ChannelAdvisor Scot Wingo By Scot Wingo

June 2016 ChannelAdvisor Same Store Sales (SSS) for eBay, Amazon, Google Shopping/PLA, CSE, Search and Other Third Party Marketplaces

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 2016 schedule can be found in this post.  

June 2016 y/y SSS Results 

Here are the ChannelAdvisor SSS results for June 2016:

  • Amazon – Amazon’s June SSS came in at 11.6%,  a slight decrease compared to May’s 12.3% and essentially ‘in-line’ with the 15% e-commerce growth rate as predicted by comScore. Further in the report, we look at Amazon details and FBA adoption rates.
  • eBay –  eBay’s June SSS came in at 3.8%,  an increase from May’s 2.8%  and about 1/3 the e-commerce growth rate of 15.0%.  Further in the report, we have details of the eBay internals.
  • Other 3PM -Non eBay and Amazon marketplaces for June came in at 60.7%, an increase from May’s 59.9%. 
  • Google Shopping/PLA – GS came in at 26.2% y/y growth for June, a decrease from May’s 41.5%.  Google Shopping details are provided later in the report.
  • CSE – Comparison Shopping Engines came in at 12.1% for June, a decrease from May’s 20.5%.  
  • Search – Search (Google AdWords and Bing/Yahoo! AdCenter) came in at negative 14.6% for June, a slight decrease from May’s negative 12.3%.  We provide more search details later in the report.

SSS Chart 

The following chart details the SSS data for June 2015 through June 2016: (click to enlarge.)

june16_sss_main_graph

eBay Details

eBay’s SSS for June were up 3.8%.  To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:

  • eBay auctions – June’s eBay auction SSS were negative 22% y/y, a decrease from May’s  negative 17.6%.
  • eBay fixed-price – Came in at negative 0.3% y/y in June – an increase from May’s negative 2.2%.
  • eBay Motors  (parts and accessories) – P+A  for June was 14.2% – in-line with May’s 14.6%.  eBay Motors P+A continued to be the bright spot in the eBay SSS results, growing fastest of all the eBay components and essentially in-line with e-commerce growth rates.

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

june16_sss_ebay_details

Amazon Details

We watch two Amazon internal data points around FBA adoption and FBA/off-Amazon trends:

june16_sss_amzn_details

Note: These are all y/y SSS comparisons (June 2015 vs. June 2016).

  • 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 2016, 41.6% of Amazon GMV was FBA.  That was up 35.7% from a year ago, June 2015, where 33.5% of the SSS GMV was FBA.
  • % 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.).  In June 2015, 3.2% was non-Amazon fulfilled.  Then in June 2016, we saw this decrease 24.3% to 2.5%.  More and more Amazon deliveries are being made directly by Amazon and thus don’t have tracking numbers that are needed by the non Amazon marketplaces (eBay, Walmart) and Amazon sellers’ websites.

Supplemental data for Google Shopping

Here is the June 2016 Google Shopping/Product Listing Ad supplemental data:

june16_sss_gs_data

Overall, Google Shopping/PLA for June came in up 26.2% y/y.   The conversion rate was down this month y/y declining 13.8% from 2.48% (June 15) to 2.14% (June 16). AOV increased 13.4% from $104.56 a year ago to$118.61 in 2016.

As mentioned previously, Google continues to turn all of the ‘dials’ on Google Shopping:

  • The Google Shopping ‘widget’ showed for more searches
  • The widget had higher placement
  • The widget increasingly had more products

Supplemental data for Search

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

june16_sss_search

Note: These are all y/y SSS comparisons (June 2015 vs. June 2016).

Clicks (a measure of volume) were up 8.2% and cost was up 1.7% due to the increase in clicks and a decrease in CPCs of 3.2%.  Orders were down 1.4% due to a decrease of 8.8% in Conversion Rate (CR) to 3.63%.  AOV decreased 2.1% y/y to $159.43.

Conclusion

June continued the trends we saw in May with a mix of channels growing faster or in-line with the e-commerce growth rate of 15%, including Other 3PM, Google Shopping, CSEs, eBay P+A and Amazon.  eBay FP/Auction and Search were flat to down y/y.  We’ll be watching how things trend through Q3 as we get ready for the 2016 holiday season.

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

 

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