ChannelAdvisor Scot Wingo By Scot Wingo

October 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.  

October 2015 y/y SSS Results 

  • Amazon – Amazon’s October SSS came in at 16.4%,  a decrease compared to September’s 19.2%.  It’s important to note that three large customers had specific one-time issues (temporary suspensions, very hard ‘daily deal’ comps, etc.) that impacted the Amazon data and it would have been in-line with September excluding those.
  • eBay –  eBay’s October SSS came in at 3.0%,  a small increase from September’s 1.1% 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 October came in at 25.3%, in-line with September’s  25.1%. 
  • Google Shopping/PLA – GS came in at 31.6% y/y growth for October, a decrease from September’s 46.1%.  Google Shopping details are provided later in the report.
  • CSE – Comparison Shopping Engines came in at 11.2% for October, a decrease from September’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 -7.4% for October, an improvement from September’s -9.5%.  Later in the report we have more search details.

SSS Chart 

The following chart details the SSS data for October 2014 through October 2015: (click to enlarge)

oct_sss_15_all_channels

eBay Details

eBay’s SSS for October was 3.0%.  To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:

  • eBay auctions – October’s eBay auction SSS were negative 24.4% y/y, an improvement compared to September’s  negative 31%.
  • eBay fixed-price – Came in at 0.5% y/y in October – up from September’s -0.7%.  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 October at 15.5% compared to September’s 13.3%.  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)

 oct_sss_15_ebay_details

Amazon details

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

oct_sss_15_amzn_details

  • 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 October 2015, 34.9% of Amazon GMV was FBA (November 2014 was a high water mark at 53%).  That was up from a year ago, October 2014, where 29.7% of the GMV was FBA.  That’s a 17.3% 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 October 2014, 1.4% was non-Amazon fulfilled.  Then in October 2015, we saw this grow 57.6y/y to 2.2%.

Supplemental data for Search

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

oct_sss_15_search_details

Note: These are all y/y SSS comparisons (October 2015 vs. October 2014).

Search internals were a mixed-bag again in October.  Clicks (a measure of volume) was down .4% and cost was down 3.3%.  Orders were up 2.3% due to an increase of 2.7% in Conversion Rate (CR) to 3.69%.  AOV saw a nice increase of 4.7% y/y to $174.06.

Supplemental data for Google Shopping

Here is the October 2015 Google Shopping/Product Listing Ad supplemental data:

oct_sss_15_gs_details

Overall, Google Shopping/PLA for October came in up 31.6% y/y.   The conversion rate was up again this month y/y rising .5% from 2.32% to 2.33%. AOV decreased 8.4% from $125.09 a year ago to $114.61.

 

Conclusion

October is the first 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.  We are increasing our SSS reporting going into Holiday 2015, and here is the schedule:

  • Wednesday, November 11: First week of November data
  • Monday, November 16: Second week of November data
  • Monday, November 23: Third week of November data
  • Thursday, November 26: Early Thanksgiving results
  • Friday, November 27: Full Thanksgiving results and early Black Friday data
  • Saturday, November 28: Full Black Friday results
  • Sunday, November 29: Full Cyber Saturday results
  • Monday, November 30: Full Cyber Sunday results and early Cyber Monday data
  • Tuesday, December 1: Full Cyber Monday results
  • Tuesday, December 8: First week of December data and November SSS
  • 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.

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