ChannelAdvisor Scot Wingo By Scot Wingo

May 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.  

May 2016 y/y SSS Results 

Here are the ChannelAdvisor SSS results for May 2016:

  • Amazon – Amazon’s May SSS came in at 12.3%,  a slight decrease compared to April’s 12.9% 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 May SSS came in at 2.8%,  an increase from April’s -0.6%  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 May came in at 59.9%, a strong increase from April’s 51.4%. 
  • Google Shopping/PLA – GS came in at 41.5% y/y growth for May, an increase from April’s 33.9%.  Google Shopping details are provided later in the report.
  • CSE – Comparison Shopping Engines came in at 20.5% for May, a decrease from April’s 22.1%.  The decrease in y/y growth for CSE was driven by weakness in non-Google CSEs.
  • Search – Search (Google AdWords and Bing/Yahoo! AdCenter) came in at negative 12.3% for May, a slight improvement from April’s negative 12.9%.  We provide more search details later in the report.

SSS Chart 

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

may_16_sss_main_chart

eBay Details

eBay’s SSS for May were 2.8%.  To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:

  • eBay auctions – May’s eBay auction SSS were negative 17.6% y/y, an improvement compared to April’s  negative 21.1%.
  • eBay fixed-price – Came in at negative 2.2% y/y in May – an increase from April’s negative 4.8%.
  • eBay Motors  (parts and accessories) – P+A  for May was 14.6% – up compared to April’s 9.3%.  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)

may_16_sss_ebay_details

Amazon Details

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

may_16_sss_amzn_details

Note: These are all y/y SSS comparisons (May 2015 vs. May 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 May 2016, 40.6% of Amazon GMV was FBA.  That was up 39.3% from a year ago, May 2015, where 32.1% 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 May 2015, 3.4% was non-Amazon fulfilled.  Then in May 2016, we saw this decrease 26.5% 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 May 2016 Google Shopping/Product Listing Ad supplemental data:

may_16_sss_gs_details

Overall, Google Shopping/PLA for May came in up 41.5% y/y.   The conversion rate was down this month y/y declining 13.6% from 2.80% (May 15) to 2.42% (May 16). AOV increased 3.6% from $110.53 a year ago to$114.52 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 May Search internals: (click to enlarge)

may_16_sss_search_details

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

Clicks (a measure of volume) were up 1.9% and cost was down 1.4% due to the increase in clicks and a decrease in CPCs of 3.2%.  Orders were down 6.4% due to a decrease of 8.1% in Conversion Rate (CR) to 3.63%.  AOV decreased 0.9% y/y to $151.29.

Conclusion

May continued the trends we saw in Q1 and April 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.  Q2 is off to a good start and we’ll be watching how things trend through June, the last month in Q2.

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

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