By: eBay Strategies
February 08, 2012 at 17:35 PM EST
ChannelAdvisor Same Store Sales (SSS) for January 2012 Plus two event reminders
Wow, it's already February 2012, time sure is flying here in the World of e-commerce. Today we are releasing Same Store Sales (SSS) for the January 2012 timeframe. Also, as we do annually, we include the 2012 schedule for SSS...
Wow, it's already February 2012, time sure is flying here in the World of e-commerce. Today we are releasing Same Store Sales (SSS) for the January 2012 timeframe. Also, as we do annually, we include the 2012 schedule for SSS releases as well as an updated backgrounder on SSS.Before we jump into the data, I wanted to share two upcoming events that we think most readers will find interesting.Two upcoming events
The following chart details the SSS data for January 2011 through January 2012: (click to enlarge)
The supplemental paid-search details are available in this table:SSS Refresher
ChannelAdvisor Same Store Sales (SSS) are reported as a benchmark data point for ChannelAdvisor's internet retailer customers. The SSS data is not a position or forecast of any e-commerce activity, but the real transactional data captured by ChannelAdvisor across over 3000 retailers and >$3b of Gross Merchandise Value (GMV).
The way SSS is compiled is as follows:
One other way of stating the SSS window is that the entire last year's customers are not in SSS. Sometimes this treatment can mask trends we think maybe important to retailers so we will highlight them as we see them. This treatment can also depress or inflate the SSS trends. For example, let's say that an e-commerce channel decides to give large brands top search treatment or favorable economics of some kind. In the year after they make that change 1000 new retailers swarm to that channel and it takes off like a rocket. Due to the 1yr SSS window, our data may not show the impact of that change for a while year or longer. At ChannelAdvisor, we do measure the 'all-in' number (which is essentially SSS+new customers-departed customers) which sometimes highlights some interesting data. While we don't disclose the all-in numbers for competitive reasons, we do try to look for any trends that maybe of interest and highlight them when we also release SSS.
There are many reasons this data is not a proxy for overall e-commerce activity including, but not limited to:
How to benchmark yourself?
For retailers, we recommend looking at your Y/Y performance on each of the channels and comparing it to what we are reporting here to see how you are doing compared to your peers. For example, you may feel that your 30% January 2011 vs. January 2010 growth on Amazon is very strong, but when you compare to the 84.5% share we are reporting across our customer base, you are effectively behind the average and may need to re-evaluate what looked like a great result to see why you are lagging and/or losing share in this channel.
Conversely, maybe you are growing at 10% on eBay and feel that wasn't strong enough, but you look at the CA SSS and realize you maybe being too tough on yourself because you are actually growing close to double what we are seeing out there as the average. You are effectively gaining share in this channel when compared to your peers.
Finally, maybe you are only selling on one channel and want to pick a channel that is going to super-charge some growth. Hopefully you can utilize this data as one input into that decision.
SeekingAlpha Disclosure - I am long Google and Amazon. eBay is an investor where I am CEO.
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