November 5, 2004, 12:00 AM

Wal-Mart an also-ran among top retail sites led by eBay

Wal-Mart may be the king of brick-and-mortar retailing, but its Walmart.com runs far behind eBay and Amazon in monthly traffic among the top 10 shopping destinations, Nielsen/NetRatings reports

Kurt Peters

Executive Editor

Wal-Mart Stores Inc. may be the king of brick-and-mortar retailing, but its Walmart.com runs far behind eBay and Amazon in monthly traffic among the top 10 shopping and travel destinations, Nielsen/NetRatings reports.

Ebay led all online shopping and travel destinations in the number of unique visitors for the week ended Oct. 24, with 16.28 million, Nielsen reports. Amazon placed a distant second, with 6.94 million, followed by Yahoo Shopping, with 3.29 million.

Walmart.com came in fourth, with 2.68 million, followed by Expedia, 2.67 million; Shopping.com, 2.43 million; Dell, 2.15 million; Target, 1.97 million; Orbitz.com, 1.90 million; and BestBuy.com, 1.82 million.

In average time per visit, eBay led with 46 minutes, 43 seconds, followed by Dell, with 11 minutes, 9 seconds; Amazon, 10 minutes, 16 seconds; Target, 7 minutes, 51 seconds; Orbitz, 7 minutes, 7 seconds; Expedia, 7 minutes, 3 seconds; Wal-Mart, 6 minutes, 25 seconds; BestBuy.com, 6 minutes, 8 seconds; Yahoo Shopping, 3 minutes, 44 seconds; and Shopping.com, 2 minutes, 38 seconds.

For the same week, Merial garnered the most online ad impressions among consumer goods advertisers, according to Nielsen’s AdRelevance report. The top 10 cited by the report and their number of impressions in millions:
Merial, 100.5
General Mills Inc., 76.98
Altria Group Inc., 61.78
Dow Jones & Co. Inc., 52.22
Shutterfly.com, 44.45
Schieffelin & Somerset, 42.81
L.L. Bean Inc., 38.77
The Goodyear Tire & Rubber Co.,28.57
iN Touch Weekly, 23.77
The New York Times Co., 22.62.

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