Black Friday was a big win for eBay, or at least for ChannelAdvisor clients who sell via the eBay marketplace. Same store sales on eBay for ChannelAdvisor clients grew 26.9% year over year, while sales on Amazon for ChannelAdvisor clients grew 24.2% compared to last Black Friday.
So what sparked eBay’s growth? According to a blog post by ChannelAdvisor founder and CEO Scot Wingo, this was largely driven by promotions in their deal of the day program centered around Black Friday. eBay’s auto parts category showed strong growth at 21%.
Black Friday was a big bounceback on ChannelAdvisor’s eBay users. ChannelAdvisor reported that eBay was the slowest growing channel on Thanksgiving, coming in at 3% year-over-year growth.
At mid-day, eBay was at 6% and slowed through the back half of the day. Wingo said this indicates that consumers were either hitting the brick and mortar sales or utilizing other channels, such as Google’s search and PLA, which accelerated through the day.
“In any case, 3% growth in a 21% environment is not good for eBay,” Wingo wrote. “One trend to watch is scarcity, and we are seeing a lot of top-selling toys are out of stock already. Scarcity benefits eBay and perhaps we’ll see things improve through the Cyber Five and the overall holiday.”
Meanwhile, ChannelAdvisor clients saw 25.9% growth on Thanksgiving Day. Mid-day Thanksgiving, Amazon released aggressive Black Friday specials for Kindles and other devices.