By: eBay Strategies
January 04, 2012 at 13:26 PM EST
ChannelAdvisor Same Store Sales (SSS) for December 2011 PLUS Holiday 2011 Wrap
Note: This is a monthly feature published by ChannelAdvisor highlighting the Same Store Sales (SSS) across our wide range of over 3000 retailers and ~$3.5b in GMV. Details on the SSS including methodology and schedule can be found in this...
Note: This is a monthly feature published by ChannelAdvisor highlighting the Same Store Sales (SSS) across our wide range of over 3000 retailers and ~$3.5b in GMV. Details on the SSS including methodology and schedule can be found in this post. If you are interested in last month's (November 2011) results you can find them here.
Today we are releasing December data for Marketplaces (eBay/Amazon), Search and Comparison Shopping Engines (CSE). Also as this is the last of the SSS data for 2011, we provide some closing Holiday/2011 thoughts.
Later in January we will be posting the 2012 SSS schedule as well as detailing any changes.
December 2011 results
December is the end of the Holiday period and gives us our last insights into how the Holiday shaped up for e-commerce until we see public reports from retailers, Google, eBay and Amazon.
Here are the highlights from December 2011's SSS:
The following chart details the SSS data for December 2010 through December 2011: (click to enlarge)
Early in the report we highlighted that eBay had it's strongest showing since we started tracking SSS with a 22.1% y/y increase. Not only is this a record, but eBay is now growing a tad faster than e-commerce overall for us and you can visually see from the chart above they appear to be closing the gap with Amazon's growth rate a bit.
Before digging into what's behind this surge in growth at eBay, here are a couple of interior datapoints of interest.
Given that data we believe the top five contributors to eBay's stellar December results were:
It's important to restate here our normal disclaimers that ChannelAdvisor's data is not a perfect proxy for eBay:
Search Details and ObservationsHere are the search details for December 2011:
Note that CPC was down y/y and conversions were way up - this is primarily due to the bulk of our customers this year being in the Product Listing Ads (PLA) system whereas last year it was in limited beta. This program is nirvana for retailers as it drives higher conversions at lower CPCs and is also a win for Google as the absolute revenue is substantially increased because of the increase in efficacy.Also note that AOV this year is essentially identical to last year which indicates that consumers continue to buy items in the same price-range. Historically in 2008 for example during the Great Recession, we saw this drop precipitously as consumers significantly pulled back.Holiday 2011 WrapIn our late December report we concluded that the holiday came in ~23% up y/y for our customers on a SSS basis. December's final report solidifies this datapoint. The 23% is significantly above our 17% forecast - hopefully these trends continue into 2012.Happy New Year everyone! We'll be back shortly with 2012's schedule and our normal blogging pace.SeekingAlpha disclosure - I am long Google and Amazon. eBay is an investor in ChannelAdvisor where I am CEO.
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