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.
November 2015 y/y SSS Results
- Amazon – Amazon’s November SSS came in at 22.9%, an increase compared to October’s 16.4%.
- eBay – eBay’s November SSS came in at 5.6%, a small increase from October’s 3.0% and well below 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 November came in at 81.2%, a significant increase from October’s 25.3%.
- Google Shopping/PLA – GS came in at 42.4% y/y growth for November, an increase from October’s 31.6%. Google Shopping details are provided later in the report.
- CSE – Comparison Shopping Engines came in at 11.2% for November, a decrease from October’s 20.4%. CSEs decelerated due to the slow-down in Google Shopping. Details on PLA/Google Shopping later in the report.
- Search – Search (Google AdWords and Bing/Yahoo! AdCenter) came in at -4.1% for November, an improvement from October -7.4%. Later in the report we have more search details.
The following chart details the SSS data for November 2014 through November 2015: (click to enlarge)
The 2014/2015 Cyber Monday Shift
One interesting aspect of 2015 is that Cyber Monday, the largest day of the year for e-commerce ‘moved’ from December (12/1/14) last year to November (11/30/15) this year. This creates a SSS situation where we are looking a bit at apples-to-oranges vs. apples-to-apples. In SSS we traditionally look at calendar month to month and that’s what we’ve done here, but we wanted to point this out and also share the following table that shows a more apples-to-apples data set – 11/2/14-12/1/14 vs. 11/1/15-11/30/15 – you could call this “Cyber Monday and the 29 days before.” This serves to include Cyber Monday in both the current year period and the prior year period:
As you can see, including or not including Cyber Monday does make a difference for each channel with varying impact.
The rest of the report continues with our normal calendar month alignment.
eBay’s SSS for November was 5.6%. To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:
- eBay auctions – November’s eBay auction SSS were negative 25.3% y/y, a decrease compared to October’s negative 24.4%.
- eBay fixed-price – Came in at 3.9% y/y in November – up from October’s 0.5%. While an improvement, this is well off the e-commerce growth rate of 15%.
- eBay Motors (parts and accessories) – P+A bucked the trend of other eBay components and came in in-line with e-commerce for November at 17.6% compared to October’s 15.5%. eBay Motors P+A continues to be the bright spot in the eBay SSS results, growing fastest of all the eBay components and in-line with e-commerce.
Here are the TTM (trailing twelve month) trends on these eBay internals. (click to enlarge)
We watch two Amazon internal data points around FBA adoption and FBA/off-Amazon trends:
- 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 November 2015, 35.8% of Amazon GMV was FBA. That was up from a year ago, November 2014, where 34.0% of the GMV was FBA. That’s a 5.2% 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 November 2014, 1.5% was non-Amazon fulfilled. Then in November 2015, we saw this grow 82% y/y to 2.8%.
Supplemental data for Search
Here are the November Search internals: (click to enlarge)
Note: These are all y/y SSS comparisons (November 2015 vs. November 2014).
Search internals were a mixed-bag again in November. Clicks (a measure of volume) were up 10.6% and cost was up 12.3%. Orders were up 6.9% due to an increase of 0.5% in Conversion Rate (CR) to 4.49%. AOV saw a nice increase of 5% y/y to $175.77.
Supplemental data for Google Shopping
Here is the November 2015 Google Shopping/Product Listing Ad supplemental data:
Overall, Google Shopping/PLA for November came in up 42.4% y/y. The conversion rate was up again this month y/y rising .6% from 2.93% to 2.95%. AOV decreased 6.5% from $128.00 a year ago to $119.59.
November is the second month in the always important for e-commerce (and all of retail) Q4 holiday quarter. We saw Google Shopping/PLA, Other 3PM, Amazon and eBay P+A exceeding the ~15% comScore e-commerce growth rate baseline, while eBay, Search and CSE grew slower than the baseline. Here is the schedule of our remaining Holiday 2015 SSS releases:
- Tuesday, December 8: First week of December data (later today)
- Tuesday, December 15: Second week of December data
- Tuesday, December 22: Third week of December data
- Friday, January 8, 2016: Full holiday results and December SSS
This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.