Leveraging Technology & Automation to Drive Growth Utilizing CSS for eBay

Cliente
eBay
Settore
Retail
Soluzioni

Digital Media
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Uplift in GMV

526%

28.28%

YoY Uplift

For marketplaces, partnering with CSS providers would offer ample benefits – as occupying more of the Google Ad real estate would push competitors out of sight and drive additional traffic. eBay Partner Network were quick to act on the launch, recruiting a small number of CSS providers, including Incubeta, to promote their eBay Partner Network listings via the EPN.

Built on our Capital Investment Model, it was a risk-free partnership for eBay. The partnership would enable eBay Partner Network to occupy more Google Ad real estate, gain a competitive advantage, and drive traffic and GMV from Google Shopping.

Following on from the incredibly strong performance in 2020, we saw that the partnership delivered YOY uplifts in 8 out of the 12 months of 2021. November and December 2021 saw YOY increases of 28.28% and 26.39% , which is even more impressive given that the lockdown rules in 2020 were more restrictive to shopping in stores.

The GMV figure for 2021 was driven by the promotion of 606 million products across 7 territories, resulting in 632k item sales in 533k transactions, totalling a whopping £22 million in GMV. Compare this to 2019 where Incubeta were live across 28 million products in the UK, producing 140k item sales and 125k transactions at a GMV of £4.2 million.

Whilst not as notable in terms of size, the gains made in reducing traffic sent to out of stock products should not be forgotten. Using a feed enrichment initiative to remove a higher volume of out of stock products from the feed, brought the % down from 16-18% to >4% on a consistent basis.

Informazioni

CSS publishers were a key pillar of the growth strategy for EPN (eBay Partner Network Partner Network) in early 2018, working with multiple partners in active regions across Europe to occupy more of the valuable inventory space on Google Shopping.

Fast forward to Q4 of 2018, eBay Partner Network procured the services of Accelerations Partners affiliate management services to oversee the next phase of growth for the program. Incubeta was an early recruit by AP to provide further inventory coverage across Google Shopping in the UK.

Entering 2019, Incubeta fell a long distance behind key GMV drivers on the program. To compete, Incubeta knew they needed to invest in their technology stack and infrastructure for feed processing, with a period of 6 months taken to put themselves in a position to download, process and serve at scale.

The investment, time and patience from all partners drove success seeing Incubeta drive a GMV contribution of £4,7 million in 2019. These numbers were achieved alongside the introduction of an incrementality metric by the eBay Partner Network analytics team, expansion across Europe and budget constraints, all presenting unique challenges for publisher/agency and brand to work through together.

2020 presented unique challenges due to covid related traffic and demand levels impacting the budget requirements for the program. This again challenged the partnership with budgets restricted for long periods of the year, requiring understanding and flexibility to operate within the constraints of budget caps.

2021 has seen a range of strategic projects come to fruition which included collaboration with the SMB seller team at eBay, working with Incubeta’s CSS to promote new to platform sellers through Google shopping. The initial collaboration was a success and supported a second campaign with a much larger budget during Q4 peak.

Strategia

We ran Google Shopping activity via a comparison shopping domain on a category level commission payment model.

All activity was then tracked and attributed via the EPN platform, with activity deduped against all digital channels.

From here we delivered incremental shopping GMV which was accessed on an ongoing basis. Providing insight on campaigns performance and opportunities to drive incremental growth.