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 schedule can be found in this post.
Today we are releasing July 2013 data for Marketplaces (eBay/Amazon), Search and Comparison Shopping Engines (CSE) along with supplemental data. July is seasonally a slow month for e-commerce and starts the third quarter which includes Back-to-School (B2S) and tees us up for fourth quarter. According to comScore, non-travel e-commerce grew 16% in Q2, so we use that as a baseline for e-commerce growth.
July 2013 SSS Results
- Amazon – In July, Amazon came in at 24.9%, which is a decrease from June’s 30.6%, but still significantly above the rate of e-commerce growth (as reported by comScore).
- eBay – eBay’s SSS for July came in at 20.4%, which is an increase from June’s 17.7% . Further in the report we provide eBay internal component details, which provide details on the July results. This was a strong showing in July for eBay.
- CSE – Comparison Shopping came in at a robust 12.9% y/y growth for July, an increase from June’s 10% – the best SSS showing since December 2012. While we don’t publish CSE internals, we are seeing two factors in this number. First, Google Shopping/PLA is seeing broader retailer adoption -both from selection and budget allocation. Second, Google continues to expand the program. Google rolled out the program internationally in early July and even in domestic areas they are increasing the % of queries that generate a PLA result (coverage). Also inside the CSE number, we are seeing traditional CSEs flatten out their decreases which helps the overall trend. This is the first time in a long time that CSEs have grown in-line with e-commerce suggesting some new strength for Google’s strategy in this area that we haven’t seen before.
- Search – Search came in at 0.6% y/y growth, down a bit from June’s 5.1%. Further in the report we have search details.
Together, these datapoints show that in July, all e-commerce channels performed consistently with June/Q2.
The following chart details the SSS data for July 2012 through July 2013: (click to enlarge)
eBay’s 20.4% SSS result for July was just nicely ahead of e-commerce growth. To get a feel for what is driving the marketplaces’ performance, here are the interior datapoints for the month:
- eBay auctions – Down 23.3% y/y. At this point, Auctions in our data are very small and have minimal impact on the overall trends.
- eBay fixed-price – Up 20.3% y/y – Fixed price had a strong showing in July growing faster than e-commerce. Note that eBay rolled out their new search engine, Cassini, and while it’s early, the FP increase in July does seem to indicate underlying improvements in consumer experience.
- eBay Motors (parts and accessories) – P+A had another strong showing in July up 26.6% on the heels of June’s 27.8% strong showing.
Here are the TTM (trailing twelve month) trends on these eBay internals. (click to enlarge)
Supplemental data for Search
Here are the July Search internals: (click to enlarge)
Search (traditional AdWords) was up 0.6% in July – a decrease from June . Looking at the internal data, we see the cannibalization from PLA/Google Shopping in the clicks metric which was down 3%. Search CR’s were up (7% y/y) to 3.03%. AOV was also up 19% which helped generate a flat outcome even in the face of PLA/GS click cannibalization.
Enhanced Campaigns went live in July and it will be interesting to watch the movement in CPC which should rise as advertisers are no longer able to bid lower for the lower converting mobile ads.
Supplemental data for Google Shopping
In August 2012, we introduced a new set of data around Google Shopping. Here is the July Google Shopping supplemental data:
In July, we saw these metrics move substantially because of the ramp-up in non-domestic participants. The AOV declined 9.6% and CR’s stayed relatively robust at 2.43% (compared to 2.34% last month) .
By our numbers, July e-commerce followed the same trends we saw in June/Q2. Marketplaces outperformed e-commerce, search and CSE continued to grow more slowly than e-commerce. Google PLA/GS took share from overall search.
This blog post was written by Scot Wingo, CEO, ChannelAdvisor.