Non Brick and Mortar Retailers Top Converters Online

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 (%)



Lands' End







Coldwater Creek




Yahoo! Shopping



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


Event & Movie Tickets




Office Supplies


Consumer Electronics


Child/Baby Care


Sporting Goods & Outdoor Activities


Home & Garden


Shoes & Athletic Footwear


Flowers, Greetings, & Specialty Gifts


Computer Software


Jewelry & Watches




Apparel & Accessories


Toys, Games & Hobbies


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."

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