ChannelAdvisor Releases Mixed Search, Ecommerce Amazon, eBay Data
- by Laurie Sullivan @lauriesullivan, August 13, 2014
ChannelAdvisor reported Wednesday that July Amazon same-store sales (SSS) among its clients rose 40.4% in the year-ago
quarter, up from 34.4%, sequentially, and up 30% compared with the year-ago June quarter. The company also reported eBay same-store sales through the marketplace fell to 9.7% year-on-year, from
12.3% in June. Auctions fell 8.2%, respectively.
Piper Jaffray Senior Research Analyst Gene Munster notes that eBay may still experience some remaining "headwinds" from the May data breach issues, and Google algorithm changes.
Search ad-driven same-store sales fell to 7%, sequentially, falling from 20.4%, year-on-year growth. The average order value (AOV) rose 6% to $157.35, and conversion rates 8% to 3.25%, but the cost per click fell 7%. The company attributes the decline to mobile traffic. Total cost rose 1%. While clicks were slow at 3%, the conversion rate increase led to an increase of 18% in orders. Shopping Engines came in at 9.5% for July up from June's 6.7%.
Google Shopping rose 40.8%, compared with the same month in the prior year, but fell sequentially from 47.8%. The conversion rate fell 9.5%, with the AOV offsetting the 8.9% year-on-year increase of $107.83. Product listing ads (PLAs) are also feeling the pushback when it comes to mobile conversion rates. ChannelAdvisor suggests Google counteracts that by showing higher-priced items.
ChannelAdvisor recently integrated its digital marketing platform with Yahoo Gemini, a mobile search and native advertising marketplace, enabling marketers to manage campaigns on the mobile platform. The move allows marketers to create search and native ads that run through the ChannelAdvisor Digital Marketing platform.
Search continues to dominate online mobile media share. Numbers from the Interactive Advertising Bureau (IAB) released Wednesday shows that in 2013, search dominated the market with 48.9%, or $9.5 billion, share of total global mobile advertising revenue, with display close behind at 41.5% or $8 billion.
