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*** KEY TAKE OUTS *** 1) Top 2 shopping environments eBay and Gumtree attract overseas buyers. 2) Bottom 4 battle competitively for monthly site traffic between 1-3m visitors. 3) All shopping environments have small amount of traffic across each from America. 4) Opportunity to use competitive offers across Social and Display to drive customers to shopping environments to out-do competitors. 5) Customers are quite savvy online buyers, researching products on Whirlpool. 6) Customers using the bottom 3 shopping environments are typically looking for specific things. 7) Top shopping environments push specific products but not necessarily matching what customers are looking for. This suggests you could partner with shopping site to push your products.
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Shopping Environments.Major Players in Australia - Analysis.
1Intended Audience: e-Commerce Brands & Australian Marketers.
Presented by: Pug Life Ad Solutions | Damus Chu.
Presented on: 12th September 2014.
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1. The Competitor Set.
2. Site Profiles.
3. Traffic Drivers.
4. Summary.
2
Competitor Set
3
Six competing shopping environments chosen via:
Top Google search for “Australian Shopping Sites”.
“Similar sites” on SimilarWeb.
1. eBay
2. Gumtree
3. Catch Of The Day
4. OzBargain
5. MyShopping
6. ShopBot
4
SimilarWeb is a research tool that will help you discover the most important traffic insights for any website. SimilarWeb makes web analytics simple and accessible to everyone, showing you the story behind any website with data that will help you analyse your competitors’ traffic and identify growth opportunities online.
SimilarWeb is owned by SimilarWeb Ltd. a company established in 2009 by Or Offer
SimilarWeb utilizes a Web crawler to display relevant statistics. The platform analyses millions of Web sites on a monthly basis
This is accomplished through semantic analysis, website structure, site metadata, public information, anchor text analysis, domain name understanding, and a system that utilizes a website similarity engine to automatically determine the category of any website on the Internet
5
Site Profiles.
6
10.55
9.04
3.54
6.24
2.09 2.23
11.86
9.3
4.84
3.51
2.912.55
53,400,000
25,500,000
3,300,000 2,100,000 1,800,000 930,000
0
2
4
6
8
10
12
14
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
eBay Gumtree Catch Of The Day OzBargain MyShopping ShopBot
Tim
e o
n S
ite /
Page V
iew
s
Month
ly W
eb T
raff
ic
Time on Site Page Views Monthly Traffic
Top 2 shopping environments attract overseas buyers.
Bottom 4 battle competitively for monthly site traffic between 1-3m visitors. 7
Source : SimilarWeb August 2014
All shopping environments have small amount of traffic across each from America. 8
Source : SimilarWeb August 2014
Shopping Site eBay Gumtree Catch Of The
Day OzBargain MyShopping ShopBot
Country #1 85% AU 93.89% AU 96.79% AU 93.93% AU 68.88% AU 85.53% AU
Country #2 4.98% US 2.01% US 1.41% US 1.84% US 7.43% US 3.25% US
Country #3 1.18% UK 0.63% UK 0.21% India 0.40% UK 1.39% UK 1.19% FR
Traffic Drivers
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Opportunity to use competitive offers across Social and Display to drive customers to
shopping environments to out-do competitors. 10
Source : SimilarWeb August 2014
Shopping Site Direct Referring Sites Search Social Display TOTAL
eBay 46% 29% 23% 2% 0% 100%
Gumtree 41% 21% 33% 2% 2% 100%
Catch Of The Day 68% 19% 11% 2% 0% 100%
OzBargain 62% 23% 12% 1% 2% 100%
MyShopping 9% 5% 86% 0% - 100%
ShopBot 18% 8% 74% 0% 0% 100%
Customers are quite savvy online buyers, researching products on Whirlpool.
Also they compare price across shopping sites. 11
Source : SimilarWeb August 2014
Shopping Site eBay Gumtree Catch Of The
Day OzBargain MyShopping ShopBot
Referring Sites 29% 21% 19% 23% 5% 8%
Upstream #1 OzBargain Au.Indeed OzBargain Feedly Gumtree WhirlPool
Upstream #2 Gumtree JobSeeker.Com Dashboard
Catchgroup Whirlpool Whirlpool eBay
Upstream #3 eBay AdZuna Scoopon DealDumpSearch.SmartSho
ppingGumtree
Top 3 shopping environments’ customers just want to go to their site.
Bottom 3 are typically looking for particular things. 12
Source : SimilarWeb August 2014
Shopping Site eBay Gumtree Catch Of The Day OzBargain MyShopping ShopBotSearch Traffic 23% 33% 11% 12% 86% 74%
Search OrganiceBay, eBay
Australia, eBay AU, eba
Gumtree, Gumtree Perth, Gumtree
Sydney, Gumtree Australia, Gumtree
Melbourne, Goggles Search
Catch of the Day, COTD, Catchathon
OzBargain, OzBargin, Dominos
Coupons
MyShopping, eBay, Calcium Citrate
Malate
ShopBot, Price Comparison, Sony
Xperia
Suggests you could partner with shopping site to push your products. 13
Source : SimilarWeb August 2014
Shopping Site eBay Gumtree Catch Of The
Day OzBargain MyShopping ShopBot
Search Traffic 23% 33% 11% 12% 86% 74%
Search PaidEbay,
Nutribullet, ChromeCast
Gumtree, Youtube,
Gumtree.com.au, Gumtree
Catch of the Day, COTD,
CatchOfTheDay Non
eBay, MyShopping, Nikon D810, Urban Decay
ShopBot, Compare , Sennheiser
Px685i
Summary.
14
Top 2 shopping environments eBay and Gumtree attract overseas buyers.
Bottom 4 battle competitively for monthly site traffic between 1-3m visitors.
All shopping environments have small amount of traffic across each from America.
Opportunity to use competitive offers across Social and Display to drive customers to shopping environments to out-do competitors.
Customers are quite savvy online buyers, researching products on Whirlpool.
Customers using the bottom 3 shopping environments are typically looking for specific things.
Top shopping environments push specific products but not necessarily matching what customers are looking
for. This suggests you could partner with shopping site to push your products.
15
Thank You.16
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