Non Brick and Mortar Retailers Top Converters Online
Nielsen//NetRatings released the first Internet retail report card today from the MegaView Online Retail service that highlights the top 10 online retailers ranked by sales conversion rates, and top 15 product categories ranked by average order size during February 2005.
The report found that among the top 10 online retailers ranked by conversion rates in February 2005, only Coldwater Creek has a significant brick-and-mortar presence. The remaining nine retailers are comprised of a television shopping network, catalogs and online-only retailers.
QVC marked the highest conversion rates out of approximately 117 online retailers. The average conversion rate is 4.9 percent among the top 100 retailers, as reported in the MegaView Online Retail service.
|
Top 10 Online Retailers Based on Conversion Rate, February 2005 |
|
|
eCommerce Site |
Conversion Rate (%) |
|
QVC |
16.3 |
|
Lands' End |
14.8 |
|
sportsmansguide.com |
13.5 |
|
FTD.com |
13.4 |
|
llbean.com |
13.4 |
|
Amazon |
12.8 |
|
Coldwater Creek |
12.7 |
|
eBay |
12.3 |
|
Yahoo! Shopping |
12.1 |
|
proflowers.com |
11.8 |
|
Source: Nielsen//NetRatings MegaView Online Retail, April 2005 |
|
|
Top 15 Online Retail Categories Based on Average Order Size, February 2005 |
|
|
Product Category |
Average Order Size (US$) |
|
Computer Hardware |
584.47 |
|
Event & Movie Tickets |
121.60 |
|
Automotive |
119.23 |
|
Office Supplies |
102.47 |
|
Consumer Electronics |
99.12 |
|
Child/Baby Care |
86.13 |
|
Sporting Goods & Outdoor Activities |
74.15 |
|
Home & Garden |
69.99 |
|
Shoes & Athletic Footwear |
53.14 |
|
Flowers, Greetings, & Specialty Gifts |
51.61 |
|
Computer Software |
46.76 |
|
Jewelry & Watches |
46.62 |
|
Health/Wellness/Beauty |
45.94 |
|
Apparel & Accessories |
44.68 |
|
Toys, Games & Hobbies |
40.41 |
|
Source: Nielsen//NetRatings MegaView Online Retail, April 2005 |
|
Heather Dougherty, senior retail analyst, Nielsen//NetRatings, said "Brick-and-mortar retailers are noticeably absent among the top performers in online sales conversion rates. While traffic is high to popular brick-and-mortar Web sites, visitors are often researching purchases to be made offline. Customers visiting a catalogers' Web site already have the information they need about the product, and therefore, are ready to make an immediate purchase."
JACK LOECHNER
Center for Media Research
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