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Thu Dec 1 2011 09:54:35

Small Marketplace Sellers See 68 Percent Growth on Cyber Monday

By: Ina Steiner

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Ecommerce marketplaces do not reveal sales volume, but looking at year-over-year growth rates gives a glimpse into holiday shopping performance. EcommerceBytes compiled data from eBay, Amazon, Etsy and other smaller online marketplaces - the full report in today's EcommerceBytes Newsflash.

Amazon again handily beat eBay for Cyber Monday sales growth from large merchant sales - but neither company's sales growth was as good as last year. 




It's encouraging to see smaller marketplaces showing good growth, and this year, Outright shared data about small sellers who sell on larger marketplaces. Outright's sole proprietors did better on Amazon, eBay and Etsy (68%) than large merchants did on Amazon (35% - 52%). However, this probably had more to do with small sellers investing in their multi-channel businesses, where large merchants have been established for years.

There are indications that Amazon is selling more units of physical units from third-party merchants - it usually hovers around 30+ percent. However, this may be masked in fourth quarter results. That's because Amazon includes sales of the Kindle, which is now its best selling product. (And if digital content is counted, that would skew the number too, given Amazon's push into digital books, streaming movies and now MP3s.)

Let us know how online marketplaces performed for your businesses, and did you get your piece of the Cyber Monday sales pie?

Update 12/1/11 - late data coming in from Artfire. ArtFire sales on Black Friday were up 82% and on Cyber Monday were up 21%. ArtFire's Tony Ford explained that the marketplace had put a more coordinated focus on free shipping on Black Friday this year, while Cyber Monday was a traditional promotion that only required sellers to offer a "discount or promotion of some kind."

The average dollars sold per seller on Black Friday was up 639% over last year, and was up 384% on Cyber Monday, which Ford attributed to both higher sales and far fewer overall sellers on the site (ArtFire did away with basic free accounts this year).

Ford said, "Despite having 500,000 fewer items and reducing the seller count by nearly 70% from last year (the ending of free accounts), incoming shopper traffic stayed level and the conversion rate grew significantly. This data suggests to us that focusing our efforts on our paying customers and further streamlining the checkout process was a good investment in 2011."




Comments (14) | Permalink

Readers Comments

Small Marketplace Sellers See 68 Percent Growth on Cyber Monday   Small Marketplace Sellers See 68 Percent Growth on Cyber Monday

by: OhForPetesSake

Thu Dec 1 10:50:12 2011

I think someone at Fleecebay is drinking the kool aid again. A 10% increase over last year is highly suspect.

Of course they lie a lot so I wouldn't believe anything they say. When JD panders to wall street it only proves he would sell his own family for that dollar or two if it made him look good.

Small Marketplace Sellers See 68 Percent Growth on Cyber Monday   Small Marketplace Sellers See 68 Percent Growth on Cyber Monday

This user has validated their user name. by: Anonymous Annie

Thu Dec 1 13:26:11 2011

My year-over-year sales figures do not show an impressive gain... however I did notice a BIG difference between my website sales in comparison to my eBay sales.

My web site sales during the holiday weekend were slightly flat. Sales were brisk... there was a measurable increase in traffic and the dollar-amount sold... but it was not a BIG bump from last year's figures.

My eBay sales were off. WAY OFF! WAY-WAY off! ~ I had one sale over the holiday weekend. One!

Clearly, my PS/TRS status and my 5-5-5-5 DSR's mean nothing. I'm just not getting the page views.

It could be that people who are likely to buy my items aren't shopping eBay on that particular weekend... but looking at the big picture, I see more of a trend than a statistical anomaly.

Small Marketplace Sellers See 68 Percent Growth on Cyber Monday   Small Marketplace Sellers See 68 Percent Growth on Cyber Monday

by: Digmen1
Web Site

Thu Dec 1 13:52:24 2011

The figure I find very hard to believe is the 100% increase at Bonanza!
They have been going for a few years now, they publish no sales figures, hide everything and now they have had an increase off 100%! come on.

Small Marketplace Sellers See 68 Percent Growth on Cyber Monday   Small Marketplace Sellers See 68 Percent Growth on Cyber Monday

by: whatever

Thu Dec 1 14:26:44 2011

I'm wary of the Bonanza numbers as well. They held multiple Rushes on Monday, announced in the weeks before. However, only the Fashion Rush showed on the main page and the other Rushes had no visibility at all for the first few hours of the sale. If they actually had 100% increase imagine how much more they could have sold had the programmers gotten their act together and had all the Rushes appear on the home page, etc. Didn't they even test this before Cyber Monday? A rookie mistake that should not happen with a marketplace with years under their belt.

Of course, the Bonanza powers were very efficient at pulling discussions on the forums that dared to ask about the problem. But that is a fairly regular action by Bonanza where there is little room for criticism.

Small Marketplace Sellers See 68 Percent Growth on Cyber Monday   Small Marketplace Sellers See 68 Percent Growth on Cyber Monday

by: Johns

Thu Dec 1 15:04:17 2011

I would not doubt the sales, I know sellers are making good sales there.  What I doubt is their selection for home page.  It is very fashion, they need to show other items too.

Small Marketplace Sellers See 68 Percent Growth on Cyber Monday   Small Marketplace Sellers See 68 Percent Growth on Cyber Monday

by: massachusetts howler

Thu Dec 1 19:50:27 2011

I had regular (low) sales on Back monday and on cyber-monday I had 1 sale.
We auction sellers are screwed- folks have to get through GSI, big box stores, past the diamond sellers, past the fixed price and THEN FOLKS MAY FIND OUR AUCTION ITEMS.
John Donahoe should be strung up in a tree for what he has done to us.
TOTALLY BETRAYED BY DONAHOE.
Howler

Small Marketplace Sellers See 68 Percent Growth on Cyber Monday   Small Marketplace Sellers See 68 Percent Growth on Cyber Monday

by: Harriet This user has validated their user name.

Thu Dec 1 22:01:54 2011

eCrater.com sales are chugging right along for me, and I know they have MANY new sellers there. So the increase is right on target.

Small Marketplace Sellers See 68 Percent Growth on Cyber Monday   Small Marketplace Sellers See 68 Percent Growth on Cyber Monday

by: James

Fri Dec 2 01:17:28 2011

Ebay is a joke. I just use it to drive people to my private site. There are ways to hide your website address in the description. Once they email me, I offer them a great deal because I don't have to pay crazy fees. I give them free shipping if the use google checkout. Ebay is an introduction service. Not to be taken seriously as a real sales source. When people ask me what formats I sell on, I stopped mentioning ebay because people say, "I didn't think anyone still used ebay". Not a good sign for the dying elephant in the room.

Small Marketplace Sellers See 68 Percent Growth on Cyber Monday   Small Marketplace Sellers See 68 Percent Growth on Cyber Monday

by: Red Ink Diary This user has validated their user name.

Fri Dec 2 02:12:34 2011

My website sales were flat. My Bonanza sales were down 10% in dollar value from last year but up 25% in volume. More sales lower ASP.

Small Marketplace Sellers See 68 Percent Growth on Cyber Monday   Small Marketplace Sellers See 68 Percent Growth on Cyber Monday

This user has validated their user name. by: Tula

Fri Dec 2 09:15:51 2011

Every single email I get from Bonanza these days is about fashion. They seem to want to be known as a fashion flash sale site, sort of similar to Rue La La and the like. They ought to be clear about it if this is their end goal, since it's not doing sellers of other sorts of merchandise any favors to string them along if they aren't going to promote them or support other kind of items. There's never anything but apparel and accessories on the home page, so it's probably not worth it to sell there if you offer something outside of those categories.

I'm still getting sales on eBay, but views are way down. ArtFire is showing steady increases in both traffic and sales. Atomic Mall has been a bit flat, but steady.

Small Marketplace Sellers See 68 Percent Growth on Cyber Monday   Small Marketplace Sellers See 68 Percent Growth on Cyber Monday

by: Rich

Sat Dec 3 15:59:19 2011

Good numbers for smaller sites and not such good numbers for Ebay.  Not good for me being an Ebay seller.  But for me; I don't think I would trust any of these numbers from any of these sites

Small Marketplace Sellers See 68 Percent Growth on Cyber Monday   Small Marketplace Sellers See 68 Percent Growth on Cyber Monday

by: Wall Street Watcher

Sun Dec 4 10:07:46 2011

Reuters® Financial Service

eBay staggers across the Black Friday sales finish line in their usual sucking hind tit position.

C.E.O. Donahoe was seen waving his smart phone and babbling incoherently about mobile sales and UFO sightings over San Jose.

Small Marketplace Sellers See 68 Percent Growth on Cyber Monday   Small Marketplace Sellers See 68 Percent Growth on Cyber Monday

by: Et tu, Brute!

Mon Dec 5 13:28:08 2011

This year I had a 150 percent sales gain for November in 2011 compared to 2010.

Very pleased.  

Small Marketplace Sellers See 68 Percent Growth on Cyber Monday   Small Marketplace Sellers See 68 Percent Growth on Cyber Monday

This user has validated their user name. by: Philip Cohen
Web Site

Mon Dec 5 16:12:21 2011

"C.E.O. Donahoe was seen waving his smart phone and babbling incoherently about mobile sales and UFO sightings over San Jose."

Love it!

And, I love the use of percentage increases for they tell us little. What is a 150% increase? An increase in actual numbers from 10 to 25?

Enron / eBay / PayPal / Donahoe: Dead Men Walking.



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