ChannelAdvisor Scot Wingo By Scot Wingo

September 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.  

September 2015 y/y SSS Results 

  • Amazon – Amazon’s September SSS came in at 19.2%,  a decrease compared to August’s 24.7%.
  • eBay –  eBay’s September SSS came in at 1.1%,  a decrease from August’s 3.4% 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.  This is the lowest rate we have seen since February 2011. Note: we said the same last month and it’s true again this month. The next lowest period was December 2010 which was -1.7% y/y which is the next ‘low hurdle’ rate.
  • Other 3PM -Non eBay and Amazon marketplaces for September came in at 25.1%, an increase from August’s 20.0%. 
  • Google Shopping/PLA – GS came in at 46.1% y/y growth for September, a large increase from August’s 26.7%.  Google Shopping details are provided later in the report.
  • CSE – Comparison Shopping Engines came in at 20.4% for September, an increase from August’s 8.6%. CSEs accelerated due to the strong showing in Google Shopping.  Details on PLA/Google Shopping later in the report.
  • Search – Search (Google AdWords and Bing/Yahoo! AdCenter) came in at -9.5% for September, an increase from August’s -12.4%.  Later in the report we have more search details.

SSS Chart 

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

sep15_sss_big_chart

eBay Details

eBay’s SSS for September was 1.1%.  To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:

  • eBay auctions – September eBay auction SSS were negative 31% y/y, compared from August’s  negative 31.1%.
  • eBay fixed-price – Came in at -0.7% y/y in September – down from August’s 0.0%.  This is the lowest FP growth rate since we started breaking this out in 2011.
  • eBay Motors  (parts and accessories) – P+A  bucked the trend of other eBay components and came in in-line with e-commerce for September at 13.3% compared to August’s 20.0%.  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)

 sep15_sss_ebay_details

Amazon details

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

sep15_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 September 2015, 35.9% of Amazon GMV was FBA (November 2014 was a high water mark at 53%).  That was up from a year ago, September 2014, where 29.9% of the GMV was FBA.  That’s a 19.9% 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 September 2014, 1.6% was non-Amazon fulfilled.  Then in September 2015, we saw this grow 33.5y/y to 2.1%.
  • FBA SSS – Another interesting metric is FBA SSS.  Here we measure the SSS rate of customers that utilize FBA vs. those that do not.  For September, FBA SSS was 30.1% compared to Amazon’s 19.2% showing that FBA sellers over-indexed vs. the average.  This highlights the importance of leveraging FBA to make products Prime-eligible.

Supplemental data for Search

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

sep15_search_details

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

Search internals were a mixed-bag.  There was an increase in Conversion Rates (CR) (up 9.1% to 3.73%).  AOV was down 7.1% to $153.15.  CPCs were down -0.9% y/y to $.47.  Based on those internal metrics SSS increased to -9.5% in September compared to August’s -12.4%.

Supplemental data for Google Shopping

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

sep15_gs_details

Overall, Google Shopping/PLA for September came in up 46.1% y/y.   The conversion rate was up again this month y/y rising 16.6% from 2.23% to 2.60%. AOV decreased 11.8% from $125.17 a year ago to $110.40.

Big picture, Google Shopping/PLA was up largely because the number and frequency of PLA ads were up substantially – or the exposure.

Conclusion

September continued the trends we saw in Q2 with channels such as Amazon, Google Shopping, CSE and Other 3PM exceeding the ~15% comScore e-commerce growth rate baseline, while eBay, and Search grew slower than the baseline.  eBay Motors/P+A was the bright spot for eBay growing in-line with e-commerce.

September’s results conclude the data for Q3 and sets us up for Halloween costume season, and we’ll be into heavy Holiday mode before you know it.

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

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