• by Gavin O'Malley  @mp_gavin, November 9, 2011

While the U.S. economy remains soft at best, online retail spending in the third quarter still increased 13% year-over-year, according to comScore data. All told, the quarter saw $36.3 billion in online transactions, by comScore’s estimate. 

Better yet, the growth represented the eighth consecutive quarter of positive year-over-year growth, and fourth consecutive quarter of double-digit growth rates, according to the data tracker.

The Web’s ability to pry open consumer wallets is no surprise to Gian Fulgoni, comScore chairman.

“More consumers than ever before are relying on the online channel for product and pricing information, which along with the Internet’s fundamental appeal of convenience and attractive pricing, are contributing to the sustained upward momentum in e-commerce spending,” Fulgoni said. 

The top-performing online product categories included digital content and subscriptions; event tickets; jewelry and watches; consumer electronics (excluding computer peripherals) and computer software. In the third quarter, each of these categories grew at least 15% year-over-year, according to comScore.

The 13% growth in the quarter was primarily a function of an increase in the number of buyers -- up 22% -- with 74% of all Web users making at least one online purchase in the quarter. Also of note, 40% of e-commerce transactions included free shipping -- down from a peak of 49% in the fourth quarter of 2010. Free shipping rates, however, tend to peak during the holiday season, comScore noted.

“The third quarter of 2011 saw a continuation of the year’s strength in U.S. retail e-commerce spending, even in the face of renewed economic headwinds and uncertainty facing the U.S. consumer,” Fulgoni added. 

“As we approach the critical holiday shopping season, we are optimistic about the continued health of the e-commerce sector despite other factors -- including stubbornly high unemployment and volatile financial markets -- currently weighing on the economy,” he said.