Internet Retail

Neutral While internet retail moved to the mainstream more than a decade ago, it continues to capture the lion's share of retail growth and investors' imaginations along with it. Further, the philosophy of "profits don't matter" in pursuit of explosive growth has been replaced with more sustainable models. The consumer is gradually becoming more aware that the intangible benefits of convenience and comparison information and tangible benefits including transportation and time expenses should mean that internet retail should be able to command greater pricing power than physical peers. As such, an eventual convergence between bricks and mortar and online retail margins looks to be in the offing. Still, despite a market full of eye-watering valuations, the S&P internet retail index stands out as expensive; expectations appear to have overreached. Further, one of BCA's themes for 2018 is higher interest rates; with the Fed poised to increase rates at least three times this year, our style preference favoring value stocks over growth seems well supported. Bottom Line: We initiate coverage of the S&P internet retail index with a neutral weight. Please see yesterday's Special Report for more details. The ticker symbols for the stocks this index are: BLBG: S5INRE - AMZN, NFLX, PCLN (changing to BKNG, effective February 27, 2018), EXPE, TRIP. Internet Retail - Dialed Up Internet Retail - Dialed Up

Highlights While internet retail moved to the mainstream more than a decade ago, it continues to capture the lion's share of retail growth and investors' imaginations along with it. Further, the philosophy of "profits don't matter" in pursuit of explosive growth has been replaced with more sustainable models and a convergence between bricks and mortar and online retail margins looks to be in the offing. Still, despite a market full of eye-watering valuations, the S&P internet retail index stands out as expensive; expectations appear to have overreached. Netting it out, superior growth and profit outlook have been priced in and a cautious approach is warranted. We are initiating coverage with a neutral rating. Feature Going Mainstream... A new type of story emerged last year and subsequently repeated itself a number of times: Amazon would express interest in a new segment and the existing traditional competitors would see fairly frightening share price pull backs. In Chart 1, we show the reactions of Walmart, Kroger and Costco to the acquisition of Whole Foods (top panel), Home Depot and Lowes to the announcement of a Kenmore licensing agreement (middle panel) and UPS and FedEx to the announcement that Amazon was examining creating its own last-mile logistics system (bottom panel). More examples have come this year, following Amazon's entrance into healthcare insurance and medical supply. Such is the heft of internet retailing. In fact, the meteoric rise of internet retail, particularly Amazon and Walmart, combined with the gig and sharing economies facilitated by companies like Airbnb and Uber, have been frequently blamed for the persistently low inflation of the past two years, despite a tight labor market and a roaring global economy. BCA's flagship publication, The Bank Credit Analyst, examined this last year but found scant evidence to support this assertion. Rather, BCA noted that e-commerce affects only a small part of the Consumer Price Index. Goods represent 40% of the CPI basket and, with approximately 8% of U.S. retail sales going online, the deflationary impact of online shopping is limited to just over 3% of CPI. Further, the authors note that the cost advantages for online sellers have been perennially overstated as the information technology, distribution centers, shipping, and returns processing required offset most of the advantage of not operating a brick-and-mortar retail space. Were online retailers truly deflationary, it should present itself in traditional retail's margins; as shown in Chart 2, no evidence exists of any sustainable negative impact from the rise of e-commerce. Chart 1The Amazon##br## Curse The Amazon Curse The Amazon Curse Chart 2E-Commerce Has Failed To##br## Dent Traditional Retail's Margins E-Commerce Has Failed To Dent Traditional Retail's Margins E-Commerce Has Failed To Dent Traditional Retail's Margins Still, the increasing penetration of the internet into the home should have the effect of broadening the online product portfolio, with consumer staples taking a greater share. This transition should largely be demographic in nature as millennials, who grew up shopping online are increasingly domesticated. Technology too should facilitate the change, aided by the rapid adoption into the home of smart speakers (Amazon Echo, Google Home, Apple HomePod, etc.) that, at least in the case of Amazon's offering, make ordering household items as simple as calling out into the ether. Similarly, the proliferation of smartphones is another assist to internet retail sales grabbing a larger slice of the overall retail sales pie. ...Doesn't Mean Selling Out Rather than remaining the domain of discounters, the intangible benefits of convenience and comparison information and tangible benefits including transportation and time expenses should mean that internet retail should be able to command greater pricing power than physical peers. Further, internet retailers enjoy significant advantages in scalability, both from a capital deployment and operating cost perspective. Adding it up, we expect an eventual margin convergence between traditional and online retailing as greater adoption, increasing online sales of consumer staples and demographics drive internet retail growth in excess of traditional retail for the foreseeable future. Early signs in the mature North America market support this assertion, as the representative giants of traditional and online retail, Walmart and Amazon, respectively, have seen their margin gaps closing (Chart 3). Chart 3North America Retail Operating Margins Internet Retail: Dialed Up Internet Retail: Dialed Up 'Not Cheap' Is An Understatement While internet retail remains a good news story, skyrocketing valuations mean that much of this good news is already reflected in the index. After a solid Q4 with positive revenue guidance, punctuated by a modest stumble in Walmart's competing online offering, BCA's S&P internet retail Valuation Indicator has risen more than two standard deviations above its mean (Chart 4). Chart 4Expensive By Any Measure Expensive By Any Measure Expensive By Any Measure In this context, it is difficult to make a case that the current levels make a compelling entry point. Rather, extremely high relative valuations could point to extended investor complacency in a niche sector; when complacency turns to anxiety, relative declines are likely to be amplified. Amazon Dominates We think a more granular approach to an analysis of the S&P internet retail index is appropriate. Further, some additional context is required; S&P Dow Jones Indices and MSCI have announced a shift of Netflix out of the internet retail index in September of this year and into a newly-renamed Communications Services sector. With that in mind, for all practical purposes the index is made up of Amazon and three travel-related stocks, Priceline (soon to be renamed Booking Holdings), Expedia and TripAdvisor. Accordingly, this is how we intend to analyze the group. It is also worth noting that Amazon's heft dominates both the S&P internet retail index and the GICS1 S&P consumer discretionary index, where it holds a 70% and 20% weighting, respectively. When the above-noted change is made the index (which also includes other consumer discretionary heavyweights like Comcast and Disney), these weights will be significantly magnified, further reducing the respective diversification of these indexes. A Role Reversal For David And Goliath As far as internet retailers go, Amazon is a relative dinosaur, dating back to 1995. It has since grown from a small online book retailer then to a global behemoth offering hundreds of millions of products. These products now include Amazon-developed and manufactured products, including the Kindle, Fire TV and previously mentioned Echo. The company's international and domestic segments comprise the retail consumer products operations of Amazon, which is the dominant revenue generator, the most visible part of the business and hence, the prevailing valuation driver (Chart 5). These segments include the commissions and related fulfillment and shipping fees charged to third-party sellers that now comprise roughly 20% of retail sales. Chart 5Sales Drive Amazon's Valuation But Not Profits Sales Drive Amazon's Valuation But Not Profits Sales Drive Amazon's Valuation But Not Profits Amazon Web Services (AWS) is the lesser known third segment of the Amazon empire, offering online compute and storage services to other businesses. While still relatively small (10% of 2017 sales), AWS is the fastest growing segment, averaging 50% increases in sales over the past two years. Further, the segment is by far the most profitable, yielding more operating profit than the other two segments individually and combined. Despite its incredible brand strength, Amazon remains a relatively misunderstood firm. As an example, Amazon bulls frequently quote a number of press reports stating that Amazon outspends any other company in the S&P 500 on research & development. In fact, Amazon does not disclose their R&D expense; they disclose a line item that includes R&D but also includes AWS' operating expenses, which add up to about half of that number. Further, and perhaps because of the goodwill that Amazon carries with its customers, little is made of regulatory risks to Amazon's business. However, considering the clear antipathy between Jeff Bezos, Amazon's CEO and owner of the Washington Post, and Donald Trump, nothing seems off the table. As an example, Trump tweeted that low rates charged by the U.S. Postal Service (USPS) were "making Amazon richer and the Post Office dumber and poorer". With the power to appoint the rate-setting governors of the USPS, it is not unreasonable to think that a spiteful president could impact the retailer's cost structure. Perhaps more relevant is Amazon's size. A recent report claimed that Amazon had 43.5% of U.S. e-commerce sales, larger than every other public online retailer's share combined. Considering that share grew from 38% in 2016, the trajectory suggests that Department of Justice (notably headed by a Trump surrogate, Attorney General Jeff Sessions) may be casting a wary eye, particularly in the context of domestic e-commerce sales growth that continues to vastly outpace overall retail sales growth (Chart 6). Despite these potential headwinds, the market has pushed Amazon's valuation beyond a 50% premium to the S&P 500's overall valuation (Chart 7) while at the same time making the firm one of the most valuable in the world. Chart 6E-Commerce Takes More Of The Retail Pie... E-Commerce Takes More Of The Retail Pie... E-Commerce Takes More Of The Retail Pie... Chart 7Let By Its Behemoth Let By Its Behemoth Let By Its Behemoth The recent market euphoria has only accelerated the already-high expectations for Amazon's share price, pushing it to heady levels not seen since the early 2000's. With our memories of how that story finished still relatively fresh in our minds, we think this has amplified Amazon's risk profile, causing us to take a fairly cautious stance, underpinning our overall neutral recommendation on the S&P internet retail index. Travel Has Been Fully Democratized Much like their significantly larger cap S&P internet retail peer, the travel companies (Priceline, TripAdvisor and Expedia) have been accused of being price deflators, though on a significantly narrower scale. The democratization of the travel industry, for which they are largely responsible, and the clarity of pricing and quality it has brought have mostly rendered obsolete the traditional sales force, the travel agent. Further, airlines and hotel operators have had to compete on price to a degree previously unseen, forcing a tightening of margins across both industries (Chart 8, top panel). However, declining airfares and room prices have brought a commensurate increase in travelers, which has spurred capacity increases in both industries (Chart 8, bottom panel). Chart 8Airline & Hotelier Price Declines##br## Are Offset By New Capacity Airline & Hotelier Price Declines Are Offset By New Capacity Airline & Hotelier Price Declines Are Offset By New Capacity United Airlines, for example, recently provided capacity growth guidance of 4-6% per year until 2020. Odds are other airlines will match this capacity rather than cede market share, implying more supply to travelers and cheaper prices; the airlines' loss is internet travel retail's gain (as a reminder, we remain underweight the S&P airlines index). However, as with Amazon, the internet travel stocks (particularly Priceline, by far the largest component stock) have seen significant inflation in their valuations. This makes us doubly cautious; elevated multiples should amplify a downfall in a shock scenario and these stocks are heavily exposed to a sector that is prone to shocks. Adding it up, we believe an approach at least as cautious as that for Amazon is warranted, considering the significantly greater exogenous shock risk. This further supports our neutral stance on the S&P internet retail index. Stay On The Sidelines One of BCA's themes for 2018 is higher interest rates, with our bond strategists still expecting an inflation-driven rise in the 10-year Treasury yield to 3.25% this year. With the Fed poised to increase rates at least three times this year, combined with its balance sheet unwinding, monetary conditions look set to tighten considerably. This underlies our style preference favoring value stocks over growth.1 With consumer discretionary stocks in general and internet retail in particular meeting the definition of growth stocks, we are naturally biased to a negative view for the S&P internet retail index. Tack on the aforementioned unsustainably high valuations and our negative view is confirmed. However, we believe the earnings growth trajectory for internet retail stocks, in the absence of an economic downturn, should outpace the broad market. With no recession on the horizon, we are hard pressed to find a catalyst to take the wind out of the index's sails. Bottom Line: We initiate coverage of the S&P internet retail index with a neutral weight. The ticker symbols for the stocks this index are: AMZN, NFLX, PCLN (changing to BKNG, effective February 27, 2018), EXPE, TRIP. Chris Bowes, Associate Editor chrisb@bcaresearch.com 1 Please see BCA U.S. Equity Strategy Weekly Report, "Too Good To Be True?" dated January 22, 2018, available at uses.bcaresearch.com.