August 18, 2005, 12:00 AM

1-800-Flowers.com leads in sales conversion rates, study says

The top 10 online retailers based on June conversion rates each converted 11% or more of their visitors into purchasers, Nielsen/NetRatings reports. 1-800-Flowers led the field with a rate of 19.4%, followed by Lands’ End at 18.4%.

The top 10 online retailers based on June conversion rates each converted 11% or more of their visitors into purchasers. 1-800-Flowers led the field with a rate of 19.4%, followed by Lands’ End at 18.4%, according to the Nielsen/NetRatings MagaView Online Retail report.

The report also lists the top 10 retail categories based on average order size, and it names the top 5 online retailers in 9 categories based on number of purchases, plus the top 4 in the category of toys/games/hobbies.

The top 10 online retailers by June conversion rates:
1-800-Flowers, 19.4%
Lands’ End, 18.4%
Victoria’s Secret, 14.5%
L.L. Bean, 14.1%
QVC, 13.7%
eBay, 13.6%
Amazon, 12.2%
Proflowers, 11.9%
Barnes & Noble, 11.1%
Crate and Barrel, 11%

The top 10 online retail categories by June average order size:
Computer hardware, $524.16
Event and movie tickets, $109.28
Office supplies, $92.01
Sporting goods/outdoor activities, $91.04
Consumer electronics, $89.01
Child/baby care, $69.81
Automotive, $66.48
Home and garden, $59.77
Food and beverage, $57.78
Computer software, $47.81

Top 5 consumer electronics online retailers by number of June purchases (in thousands):
eBay, 1,263
Amazon, 237
Office Depot, 208
Best Buy, 99
NewEgg.com, 97

Top 5 jewelry and watches online retailers by number of June purchases (in thousands):
eBay, 1,680
QVC, 155
Overstock.com, 135
Home Shopping Network, 122
Amazon, 25

The top 5 apparel and accessories online retailers by number of June purchases (in thousands):
eBay, 4,243
Victoria’s Secret, 475
J.C. Penney, 338
L.L. Bean, 307
Lands’ End, 277

The top 5 home and garden online retailers based on number of June purchases (in thousands):
eBay, 3,152
Amazon, 276
J.C. Penney, 190
Sears, 172
Target, 166

Top 5 health/wellness/beauty online retailers based on number of June purchases (in thousands):
eBay, 938
Drugstore.com, 355
Avon, 167
Home Shopping Network, 137
QVC, 137

Top 5 computer software online retailers based on number of June purchases (in thousands):
Symantec, 938
McAffee, 590
eBay, 254
Amazon, 96
Real, 64

Top 5 book online retailers based on number of June purchases (in thousands):
Amazon, 3,023
eBay, 2,080
Barnes & Noble, 684
Walmart.com, 95
Overstock.com, 46

Top 5 DVD/video online retailers by number of June purchases (in thousands):
eBay, 1,685
Amazon, 919
ColumbiaHouse.com, 691
Walmart.com, 83
Best Buy, 70

Top 5 offices supplies online retailers by number of June purchases (in thousands):
Office Depot, 738
Staples, 529
Vistaprint, 269
eBay, 250
Dell, 144

Top 4 toys/games/hobbies online retailers by number of June purchases (in thousands):
eBay, 5,540
Amazon, 201
Walmart.com, 70
Joann.com, 50

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