Which online auctions have the most buyer traffic?
Last week over 32 million people visited eBay, Yahoo!, Amazon and uBid Auctions.
Auctions are a popular online destination for both buyers and sellers.
What makes these marketplaces successful is that they have been able to capture
a majority of the online buying traffic and turn that traffic
into hard dollars.
Merchandise sales per page view - March 2002**
| Auction |
Revenue Per Page View |
| eBay Auctions |
$0.29 |
| uBid Auctions |
$0.34 |
| Amazon Auctions |
$1.54 |
| Yahoo! Auctions |
$0.40 |
|
While eBay generated almost 8 times as much traffic per auction listing than
the next largest auction (Yahoo! Auctions), it generated the least amount
of revenue per buyer view.
Amazon, renowned for their merchandising expertise, generated a whopping
$1.54 in product sales every time an auction listing was viewed.
Which online auctions are the most cost effective?
Of course eBay, Yahoo!, uBid and Amazon all charge fees to sell through their sites.
Any retailer knows that there is a cost associated with generating a transaction and thus
gaining a new customer. All auctions proved to be a very cost effective
way to generate customers during the month of March.
Average Customer Acquisition Costs - March 2002
| Auction |
Customer Acquisition Cost |
| eBay Auctions |
$5.78 |
| uBid Auctions |
$4.33 |
| Amazon Auctions |
$6.71 |
| Yahoo! Auctions |
$10.39 |
| Current Industry Standard**** |
$20.00 |
|
Each auction site generated distinctly different transaction sizes.
Although this data is in no way definitive, it does suggest that the
typical Amazon buyer is out to spend more than the average eBay shopper.
| Auction |
Average Sale |
| eBay Auctions |
$32.67 |
| uBid Auctions |
$86.84 |
| Amazon Auctions |
$163.87 |
| Yahoo! Auctions |
$64.15 |
|
We can also look at this auction traffic in terms of standard advertising
rates, or in Cost Per Thousand Impressions (CPM). If you were to purchase
ad space to generate the same traffic, this is what it would be costing you:
| Auction |
CPM |
| eBay Auctions |
$32.67 |
| uBid Auctions |
$86.84 |
| Amazon Auctions |
$163.87 |
| Yahoo! Auctions |
$64.15 |
Current Industry
Standard (CPM)*** |
$30.00 |
|
Auction traffic is among the most targeted traffic on the web. People
who frequent these sites are generally in the buying mode and searching
in a particular type of product. In this scenario, the buyer actually
has the opportunity to purchase the item, not just view a banner.
The bottom line is that online auctions are a great place to sell your
products, gain new customers and generate traffic and exposure.
Questions or comments?
Email research@marketplacesnapshot.com
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