ChannelAdvisor Scot Wingo By Scot Wingo

September 2016 ChannelAdvisor Same Store Sales (SSS) Report

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.

September 2016 y/y SSS Results

Here are the ChannelAdvisor SSS results for September 2016:

  • Amazon – Amazon’s September SSS came in at 11.8%, an increase compared to August’s 10.5% and 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 September SSS came in at 4.0%, a decrease from August’s 5.9% and below 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 September came in at 28.7%, a decrease from August’s 37.7%.
  • Google Shopping/PLA – GS came in at 51.7% y/y growth for September, an increase from August’s 43.1%. Google Shopping details are provided later in the report.
  • CSE – Comparison Shopping Engines came in at 27.5% for September, an increase (lsargely driven by PLA) from August’s 19.2%.
  • Search – Search (Google AdWords and Bing/Yahoo! AdCenter) came in at 0.1% for September, an increase from August’s negative 2.6%. We provide more search details later in the report.

SSS Chart

The following chart details the SSS data for September 2015 through September 2016: (click to enlarge.)
sept_sss_16_main

eBay Details

eBay’s SSS for September were 4.0%. To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:

  • eBay auctions – September’s eBay auction SSS were negative 30.1% y/y, a decrease from August’s negative 15.9%.
  • eBay fixed-price – Came in at 2.0% y/y in September – a decrease from August’s 3.1%.
  • eBay Motors (parts and accessories) – P+A for September was 12.6% – a decrease from August’s 13.9%. eBay Motors P+A continued to be the bright spot in the eBay SSS results, growing fastest of all the eBay components and coming in close to the e-commerce growth rate.

Here are the TTM (trailing twelve month) trends on these eBay internals. (click to enlarge)
sept_sss_16_ebay_details

Amazon Details
We watch two Amazon internal data points around FBA adoption and FBA/off-Amazon trends:
sept_sss_16_amzn_details
Note: These are all y/y SSS comparisons (September 2015 vs. September 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 September 2016, 40.6% of Amazon GMV was FBA. That was up 20.6% from a year ago, September 2015, where 33.7% 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 September 2015, 3.0% was non-Amazon fulfilled. Then in September 2016, we saw this decrease 24.8% to 2.2%. We are hearing from some customers that Amazon is discussing sunsetting this option. 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 September 2016 Google Shopping/Product Listing Ad supplemental data:
sept_sss_16_gs_details

Overall, Google Shopping/PLA for September came in up 51.7% y/y. The conversion rate was down this month y/y declining 19.0% from 2.49% (September 15) to 2.02% (September 16). AOV increased 3.0% from $116.18 a year ago to$119.27 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

These trends are driving the internal metrics.

Supplemental data for Search

Here are the September Search internals: (click to enlarge)
sept_sss_16_search_details

Note: These are all y/y SSS comparisons (September 2015 vs. September 2016).
Clicks (a measure of volume) were up 1.0% and cost was down 4.8% due to the decrease in CPCs of 8% to $0.40. Orders were down 14.0% due to a decrease of 15.0% in Conversion Rate (CR) to 3.10%. AOV increased slightly 6.0% y/y to $158.30.

Conclusion

September showed improving trends at Amazon, Search, Google Shopping and CSEs compared to August. eBay , and ‘other 3PM’ slowed between August and September. Google Shopping, CSE and Other 3PM grew faster than e-commerce. Amazon and eBay Parts and Accessories grew in-line with e-commerce. Finally, eBay overall, eBay FP, eBay Auctions, and Search grew below the e-commerce growth rate.

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

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