December 4, 2007, 12:00 AM

Europe’s October traffic to online retail sites rose 5% year-to-year

Online retail traffic in October grew 11% year-over-year in the U.K. and France but fell 1% in Germany, comScore reports. The leading traffic generator among retail sites in each market was eBay.com.

Paul Demery

Managing Editor, B2B E-commerce

Online retail traffic in October grew 11% year-over-year in the U.K. and France to 29.03 million and 18.06 million unique visitors, respectively, but fell 1% in Germany to 22.70 million, comScore Inc. reports through its World Metrix service. The leading traffic generator among retail sites each market was eBay.com, it adds.

"The fact that the online retail market now covers 70% of the European Internet population and is still growing is impressive," says Bob Ivins, comScore’s executive vice president of European Markets. "The stronger than average growth rates in the U.K. and France portend a healthy Christmas shopping season there.”

The slight traffic decline in the German market was most likely because of labor strikes in the transport and service industries and a reported decline in consumer confidence there, comScore says. “The weakness in the German market is a cause for concern, especially if the strikes continue," Ivins says.

At least some of the European online traffic is winding up at U.S. retail sites, perhaps driven by the weaker dollar that makes U.S. goods less expensive, according to a separate report from the Pricerunner comparision shopping division of ValueClick Inc. Traffic from PriceRunner.co.uk, the company`s British site, to its U.S. counterpart, PriceRunner.com, is running 92% ahead of last year, PriceRunner reported this week.

Following are comScore’s numbers (in millions) of unique October 2007 visitors, and the percentage of total unique Internet audience, for all online retail and for the top 10 retail web sites, compiled separately for the U.K., France and Germany:

U.K.

  • Online retail, 29.03, 89%
  • eBay, 22.19, 68%
  • Amazon Sites, 14.27, 44%
  • Apple, 10.49, 32%
  • Home Retail Group, 8.68, 27%
  • Tesco Stores, 8.47, 26%
  • Play.com Sites, 6.73, 21%
  • Dixons Stores Group, 5.26, 16%
  • Littlewoods Shop Direct Group, 4.43, 14%
  • HMV, 3.96, 12%
  • Next Group, 3.67, 11%

(Unique visitors count only once each shopper who came to a site, no matter how many times that shopper visited. This study covers online consumers age 15 and up accessing the web from home or work but not from mobile handheld devices, Internet cafes or other public computers.) France

  • Online retail, 18.06, 65%
  • eBay, 11.39, 41%
  • Groupe PPR, 9.66, 35%
  • Otto Gruppe, 5.35, 19%
  • Amazon Sites, 5.21, 19%
  • Cdiscount.com, 4.42, 16%
  • Apple, 4.34, 16%
  • Ciao Sites, 3.05, 11%
  • Orange E-Shop and Internet, 2.94, 11%
  • LeGuide.com Sites, 2.94, 11%
  • Rue de Commerce, 2.58, 9%

Germany

  • Online retail, 22.70, 68%
  • eBay, 17.42, 52%
  • Otto Gruppe, 14.10, 42%
  • Amazon Sites, 11.10, 33%
  • Quelle.de, 9.40, 28%
  • O2Online.de, 5.53, 17%
  • Neckermann.de, 5.25, 16%
  • Ciao Sites, 5.25, 16%
  • T-Mobile.de, 5.07, 15%
  • Apple, 4.33, 13%
  • Tchibo, 3.77, 11%

 

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