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November 17, 2014

Holiday 2014 Same Store Sales - Second 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 second week (7 day period) of November 2014 (8-14): (click to enlarge)

Holiday_14_wk2

Analysis

A couple of interesting trends of note in this week's data:

  • Amazon - accelerated slightly from 34.5% in week 1 to 36.3% in week 2 - both are well over 2X the e-commerce 15% growth rate.
  • eBay - increased slightly from 7.1% in week 1 to 10.3% in November week 2.  This is the best Y/Y result we have seen from eBay since June. While it has only been a week, it's great to see positive movement here as we ramp into Thanksgiving.
  • CSE - decreased from 13.6% in week 1 to 6.9% in week 2.
  • Google Shopping/PLA - big decrease from 34.6% in week 1 to 17.4% in week 2.  While still greater than the growth of e-commerce, this is a big decrease this close to holiday.  Google continues to make algorithm changes which cause swings in the PLA results over short periods of time.
  • Search - declined slightly from 8.5% in week 1 to 6.6% in week 2.  It's unusual to see both PLA and search/adwords decline.  This trend is not positive for Google heading into Holiday 14.
  • Other 3PM - last but not least, increased from 34.3% in week 1 to 41.5% in week 2 exceeding Amazon's growth rate to be the highest growth rate e-commerce channel in Week 2 of November 2014.

On the device side, there were minor movements in the traffic % and order %.  Most significant was the up-tick in converion rates across all device types.  This is an indication that shoppers are getting into the holiday shopping mode.

Next Update

Week 2 has given us a good baseline as we approach Thanksgiving (Nov 27). We're now ~10 days away from Thanksgiving and it's interesting to start to see the growth rates for some of these channels already accelerating.  

The next update will be November 24th when we look at the results from the third week of November (15-21).  

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

 

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