July 12, 2012, 2:27 PM

June sales run flat for small web retailers

Sales growth slowed but average order value increased, Dydacomp says.

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It’s been an up-and-down year so far for small and mid-size retailers indexed by Dydacomp, a provider of order management software, as June sales increased only 0.67% year over year.

The flat sales growth follows an 8.6 % rise in May, which followed a 4.3% decline in April. In addition, June brought a 4.0% drop in the number of online orders, compared with a 6.7% rise in May.

On the positive side, however, consumers spent more per transaction in June, continuing a trend. “We are seeing a slow, steady increase in order size,” says Fred Lizza, CEO of Dydacomp. “In June 2012, we saw the average order increase 4.8% to $135.81. A year ago, the average order was $129.67.”

The Dydacomp SMB Index, prepared for Internet Retailer, is based on data compiled from more than 1.7 million orders per month at more than 1,500 e-commerce operators across more than 15 product categories—accounting for about $200 million in combined monthly retail sales; the retailers are users of Dydacomp’s order management software.

Following are the dollar volumes in gross merchandise sales (in millions) across all retail channels for each product category in the index for June 2012, with the percentage changes over June 2011, and the change for the year to date through June 2012 over the same period of 2011:

● Advertising Specialties/Promotional Items, $0.87, -18.04%, -5.01%

● Auto Parts, $15.27, 4.62%, 9.73%

● Books, $30.04, 18.70%, 23.04%

● Clothes, $16.28, -11.11%, -7.44%

● Consumer Electronics, $8.18, -3.37%, 0.34%

● Educational Training Materials, $2.42, -11.76%, -4.30%

● Food/Health, $30.21, 2.44%, 5.00%

● Home Furnishings, $3.00, -14.42%, -3.72%

● Jewelry, $0.78, -32.25%, -18.70%

● Music/Video/DVD, $1.01, -18.95%, -8.97%

● Sporting Goods, $12.12, 14.73%, 24.08%

● Tobacco Products/Alcohol, $1.10, -4.52%, -3.32%

● Tools/Hardware, $1.71, -10.98%, -9.08%

● Toys, $29.91, -5.23%, -1.84%

● Other, $45.73, -1.08%, -1.26%

● Total, $198.63, 0.67%, 3.88%

Following are the average order values across all retail channels for each product category in the index, with the changes in average order size for June 2012 over June 2011, and the changes for the year to date through June 2012 over the same period of 2011:

● Advertising Specialties/Promotional Items, $75.39, 7.36%, 6.93%

● Auto Parts, $235.88, 5.72%, 2.11%

● Books, $120.05, 15.19%, 15.39%

● Clothes, $112.99, 2.00%, 6.45%

● Consumer Electronics, $251.65, 5.57%, 6.06%

● Educational Training Materials, $165.50, 2.33%, 6.55%

● Food/Health, $118.85, 3.60%, 3.36%

● Home Furnishings, $173.15, -0.84%, 3.41%

● Jewelry, $358.68, -15.00%, 8.83%

● Music/Video/DVD, $119.92, 5.91%, 2.52%

● Sporting Goods, $169.93, 10.34%, 10.97%

● Tobacco Products/Alcohol, $99.86, -4.22%, -1.09%

● Tools/Hardware, $182.19, 3.25%, 0.96%

● Toys, $142.08, -0.13%, 0.49%

● Other, $127.23, 3.81%, 1.00%

● Total average, $135.91, 4.81%, 4.84%

Following are the changes in the number of transactions across all retail channels for each product category in the index for June 2012 over June 2011, and for the year to date through June 2012 over the same period of 2011:

● Advertising Specialties/Promotional Items, -23.66%, -11.17%

● Auto Parts, -1.04%, 7.46%

● Books, 3.05%, 6.62%

● Clothes, -12.85%, -13.05%

● Consumer Electronics, -8.47%, -5.40%

● Educational Training Materials, -13.77%, -10.18%

● Food/Health, -1.12%, 1.59%

● Home Furnishings, -13.69%, -6.90%

● Jewelry, -20.30%, -25.30%

● Music/Video/DVD, -23.47%, -11.21%

● Sporting Goods, 3.98%, 11.81%

● Tobacco Products/Alcohol, -0.32%, -2.26%

● Tools/Hardware, -13.78%, -9.95%

● Toys, -5.10%, -2.32%

● Other, -4.71%, -2.24%

● Total, -3.95%, -0.91%

Dydacomp notes that growth in its SMB Index tends to be lower than broader e-commerce market figures because the index does not include growth at the largest online retailers. In addition, information in the index includes a small percentage of sales processed in stores and contact centers using Dydacomp’s order management software, and in many cases such sales are declining, the company says.

Dydacomp has four clients listed in the Internet Retailer Top 500 and six in the Second 500.

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