December 27, 2006, 12:00 AM

Pure-play web retailers have 54% more visits than multi-channel retailers

Visits to pure-play web retailers in Nielsen/NetRatings Inc.’s Holiday eShopping index were 54% greater than visits to multi-channel retailers in the index.

Mark Brohan

Research Director

Visits to pure-play web retailers in Nielsen/NetRatings Inc.’s Holiday eShopping index were 54% greater than visits to multi-channel retailers in the index, Nielsen/NetRatings reports. However, visits to the multi-channel retailers increased by 21% year over year while online-only retailers experienced a 12% increase.

“More and more traditional bricks-and-mortar retailers are investing heavily in their online presence in order to capitalize on the convenience of online shopping,” says Heather Dougherty, senior retail analyst. “These retailers have the additional advantage of being able to offer in-store pick-up of goods ordered online, extending the shopping season and eliminating shipping costs.”

Visits to sites in the index grew 20% to 551.6 million for the week ending Dec. 17 from 459.5 million in the year-earlier period, Nielsen reports. The top four online shopping days this year had more than 30 million visits: Nov. 29 (30.3 million); Dec. 11 (30.3 million); Dec. 12 (30.4 million); and Dec. 14 (30.3 million).

The fastest growing product category is jewelry, with visits increasing 221% since the end of October. Jewelry is followed by flowers and gifts, up 143%, and consumer electronics, up 107%.

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