In the latest episode of Human in the Loop, our very own Laura Pattison explores key data and insights from H1.
Laura will help unpack exactly what's happening across Amazon and Walmart - how they compare against each other, and what's happening individually in each marketplace as well.
We've summarized key data points, below, but highly encourage listening to the full episode to understand what's happening in the market.
🔍 Efficiency Comparison:
- Walmart's efficiency declined by 11% year over year in H1 2024, while Amazon saw a smaller decline of 4%. This reflects Walmart's increasing competition in the marketplace.
💲 Cost per Click (CPC):
- Walmart's CPC increased by 24% year over year, while Amazon's increased by 17%. Despite these increases, sales per click also rose (10% for Walmart, 12% for Amazon), indicating higher click values.
🛒 Conversion Rates and Sales Growth:
- Amazon experienced a 9% increase in conversion rates and a 4% increase in average order value (AOV). This suggests growing consumer confidence and spending on the platform.
📈 Future Outlook:
- Laura anticipates CPCs stabilizing in Q3 post-Prime Day, with potential fluctuations due to market updates. Overall, she expects continued growth in sales per click and conversion rates for both platforms in H2 2024.
