January 19, 2001, 12:00 AM

Traditional Online Retail Sites Dominate Buying in Slow August

Don Davis

Editor in Chief

Amazon.com continued to lead all Internet retailers in August with 1.6 million buyers, down from 1.8 million buyers in July, according to a report by PC Data Online, Reston, Va.

Ticketmaster.com maintained the number two position with 595,000 buyers, and buy.com climbed back to the third position in the rankings with 466,000 buyers. Cdnow.com jumped four positions to the fourth slot from number 10 with 441,000 buyers.

"Online retail activity lagged in August, as the last days of summer took consumers away from their PCs," said Cameron Meierhoefer, Internet analyst for PC Data Online. "But even with a slight drop in buyers from July, the level of buying activity at top sites doubled over August of last year. If this trend holds, leading web retailers will have something to smile about going into the holiday season."

Jcrew.com posted the largest gain in August and jumped to the number 18 spot from No. 47 in July with 128,000 projected buyers. Behind it with a jump of 19 positions was toy retail site etoys.com, which earned the number 15 position from number 34 in July.

Oldnavy.com made its first showing in the top 20 at number 20 in August with 119,000 buyers.

Staples.com and office.com both advanced in the August rankings. With 140,000 buyers, staples.com landed at the number 14 position from number 20 in July, while office.com with 130,000 buyers claimed the number 17th slot from the number 27 position in July.

The data for the Top 20 Online Retailers is gathered through a proprietary software tool that tracks "unique visitors" and "unique buyers" on each web site. Each visitor or buyer is counted once, regardless of how many times the individual visits a site or buys from a site. This sample includes over 120,000 home Internet users. Total home Internet users are estimated at approximately 81 million.

PC Data Online defines Internet retail sites as web sites where visitors can actually purchase products. They include neither shopping domains that provide free downloads, product reviews, or purchasing incentives, such as coupons, nor other types of e-commerce sites, such as auction, travel reservation or financial service sites.

                             Top 20 Web Retailers
                                 August 2000

Aug July Projected Overall Unique E-retailer E-retailer Buyers Reach Users Buy Rate Rank Rank Web Site (000) (%) (000) (%)

1 1 amazon.com 1,607 22.4% 18,998 8.5% 2 2 ticketmaster.com 595 6.4% 5,396 11.0% 3 4 buy.com 466 4.2% 3,568 13.1% 4 10 cdnow.com 441 8.6% 7,297 6.0% 5 8 sears.com 359 4.8% 4,075 8.8% 6 3 barnesandnoble.com 358 7.5% 6,322 5.7% 7 7 jcpenney.com 351 5.1% 4,293 8.2% 8 6 real.com 305 15.9% 13,457 2.3% 9 5 drugstore.com 240 2.0% 1,674 14.4% 10 9 pets.com 213 2.4% 2,048 10.4% 11 11 planetrx.com 208 3.3% 2,834 7.3% 12 21 more.com 146 1.6% 1,319 11.1% 13 13 half.com 146 8.0% 6,770 2.2% 14 20 staples.com 140 2.2% 1,825 7.7% 15 34 eToys.com 138 1.4% 1,224 11.3% 16 19 bestbuy.com 135 4.0% 3,393 4.0% 17 27 office.com 130 1.1% 926 14.1% 18 47 jcrew.com 128 1.3% 1,131 11.3% 19 12 gateway.com 124 3.2% 2,689 4.6% 20 -- oldnavy.com 119 2.9% 2,451 4.9%

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