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.
May 2015 y/y SSS Results
- Amazon – Amazon’s May SSS came in at 23.8%, a slight increase compared to April’s 22.6% .
- eBay – eBay’s May SSS came in at 6.6%, a slight increase from April’s 5.8% 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 May came in at 1.9%, a decrease from April’s 2.6%. Our ‘Other 3PM’ category is facing headwinds specific to one of the marketplaces.
- CSE – Comparison Shopping Engines came in at 8.4% for May, an increase from April’s 4.9%. 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 -5.5% for May, a decrease from April’s 2.6% y/y growth. Later in the report we have more search details.
The following chart details the SSS data for May 2014 through May 2015: (click to enlarge)
eBay’s SSS for May was 6.6%. To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:
- eBay auctions – May eBay auction SSS were -28.8% y/y, a decrease from April’s -21.6%
- eBay fixed-price – Up 7.2% y/y in May –up from last month’s 6.4% .
- eBay Motors (parts and accessories) – P+A increased in May coming in at 14.8% compared to April’s 11.4%. 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, 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 May 2015, 35.4% of Amazon GMV was FBA (November 2014 was a high water mark at 53%). That was up from a year ago, May 2014, where 29.2% of the GMV was FBA. That’s a 21.1% 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 May 2014, 1.7% was non-Amazon fulfilled. Then in May 2015, we saw this grow 31.5% y/y to 2.2%.
Supplemental data for Search
Here are the May Search internals: (click to enlarge)
Note: these are all y/y SSS comparisons (May 2015 vs. May 2014).
Search SSS decreased to -5.5% for May driven by pressure on clicks (down y/y 4.1%), AOV (Average Order Value) helped counter the decrease in clicks by growing 4.8% to $170.63. Conversion Rate (CR) improved slightly 0.5% to 3.19%. The improvement in CR and AOV caused retailers to bid more, so CPC was up 3.7%, which is interesting as CPC has been on a downward trend since September of last year. While CPC increased, clicks were down so total cost came in down .6%.
Supplemental data for Google Shopping
In September 2012, we introduced a new set of data around Google Shopping. Here is the May 2015 Google Shopping/Product Listing Ad supplemental data:
Overall, Google Shopping for May came in up 26.1% y/y, a slight decrease from April’s 26.9% and the highest growth rate since September 2014. The conversion rate was down y/y 2.8% from 2.88% to 2.8%. AOV increased 24.3% from $89.11 a year ago to $110.77.
May continued the trends we saw in the beginning of Q2 with channels such as Amazon and Google Shopping exceeding the ~15% comScore e-commerce growth rate baseline, while eBay, Other 3PM, Search, and CSE grew slower than the baseline. June complete’s Q2 with Dad’s and Grads. We’ll report on how these are trending in our next SSS release.
This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.