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November 12, 2014

Holiday 2014 Same Store Sales - First Week of November Results

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Note: This is a regular 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.  Our detailed Holiday 2014 schedule can be found here.

 

Today we are releasing the results for the first week (7 day period) of November 2014 (1-7): (click to enlarge)

11_11_data_table

There are three columns in the report:

  1. 2013 Baseline - this column provides Nov 1-7 2013 device data for comparative purposes.
  2. Oct SSS - This column provides the October Same Store Sales with device data, also for comparative purposes.  You can find our detailed analysis on October here.
  3. Nov 1-7 2013 vs. 2014 - This is the new data provided today which shows how the first week of November 2014 compares to the same period a year ago.

Here is our analysis on the results:

  • Amazon - Amazon picked up a bit compared to October's results  coming in at 34.5% y/y growth compared to October's 32.4%
  • eBay - eBay increased from 4.4% in October to 7.1% in November week 1.
  • CSE - CSE increased to 13.6% in week one from 4.2% in October
  • GS  - Google Shopping/PLA increased to 34.6% compared to October's 13.7%.
  • Search - Search increased coming in at 8.5% vs. October's 6.7%
  • Other 3PM - Other 3PM decreased from 65.5% in October to 34.3% in November week 1

Device trends

A couple of interesting trends of note in the device data:

  • Mobile (Phone+Tablet) traffic has been approximately 40% for the majority of 2014, October 2014 and Nov 1-7 2014 period.
  • The Phone converion rate (CR) has increased since 2013
  • Desktop CR saw a nice bump as well.
  • Together those changes in CR resulted in 75% of orders, an increase from year ago's 70% for desktop.  Which caused a slight decrease from 30% to 25% for mobile.  

It wasn't until we got deeper into November (week three) that we saw mobile usage surge, so this gives us a good baseline to watch as we head into that part of the Holiday.

Another interesting data set was the UK data for devices:

11_11_uk_data

Here you can see that in the UK, mobile is > 50% of traffic and 35% of orders.  Smartphone/Tablet/Computer convert similarly to their US equivalents, but the starting point of only 46% for desktop pushes desktop orders to only 65% of total and 35% mobile.  It's clear that the UK has already had its "mobile moment" from a traffic standpoint and it will be interesting to see how far mobile surges going into prime holiday shopping time.

Next Update

These first couple weeks of November will give us a baseline as we ramp into the official kick-off of the Holiday, which is Thanksgiving here in the US (November 27th this year).

The next update will be November 17th when we look at the results from the second week of November (8-14).  

This blog post was written by Scot Wingo, ChannelAdvisor CEO.

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