November 14, 2007, 12:00 AM

Visits to top e-commerce sites up 13% over last year, Hitwise says

Visits to the 100 top e-commerce sites were up 13% last week compared to a year ago and 7% compared to the week earlier. Interest is already building in day-after-Thanksgiving sales, according to the Hitwise U.S. Retail 100 Index.

Don Davis

Editor in Chief

Visits to the 100 top e-commerce sites for the week ended Nov. 10 were up 7% from the week before and 13% from the week ended Nov. 11, 2006, according to the Hitwise U.S. Retail 100 Index. Hitwise, a web measurement company, also reports that interest is already building in day-after-Thanksgiving sales. held on to the top spot in traffic to the top e-retailing sites, garnering 11.49% of total visits to those 100 sites. was second at 6.72% and Target moved from fourth to third with 4.64%. The biggest gainer in the week ended Nov. 10 was, which moved from 11th to ninth place on the strength of an 18% increase in traffic.

The top product terms searched last week were ipod, wii and uggs. Wii is a Nintendo game console and Ugg a brand of boot.

Consumers are already gearing up for the day after Thanksgiving and apparently are increasingly familiar with the designation of that day as “Black Friday,” a term widely used in the mass media. Many retailers launch big sales on those days and web sites have sprung up that leak information on those sales in advance. Hitwise says traffic to those sites was up 91% last week compared with a year ago, and 954% from 2005. received the most traffic from those ad sites, followed by the web sites of Sears and Best Buy.

Here are the top 10 e-commerce sites with share of visits to the top 100 sites and position the previous week:

  •, 11.49%, 1
  • Wal-Mart, 6.72%, 2
  • Target, 4.64%, 4
  •, 4.29%, 3
  • Yahoo! Shopping, 3.18%, 5
  • Best Buy, 2.57%, 7
  • J.C. Penney, 2.41%, 9
  •, 2.38%, 6
  •, 2.33%, 11
  • BizRate, 2.27%, 8

Hitwise tracks the Internet usage of 10 million U.S. consumers.





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