More consumers use Yahoo for shopping as well as searching, Nielsen says

Traffic to Yahoo Shopping grew 36% year-over-year to nearly 17 million last month. But the jump wasn’t enough to beat out eBay. The online auction site’s 55.6 million unique visitors, while 8% fewer than last year, secured eBay’s No. 1 spot for unique visitors to online shopping destinations in May.

The top 10 online shopping destinations in May with unique visitors in millions this year and last and growth from prior year, according to Nielsen Online were:

• eBay, 55.63, 60.16, -8%
• Amazon, 46.43, 43.34, 7%
• Wal-Mart Stores, 24.59, 21.09, 17%
• Target 23.89 21.25 12%
• Shopzilla.com Network, 20.07, 17.78, 13%
• Shopping.com Network, 17.71, 16.99, 4%
• Yahoo Shopping, 16.86, 12.42, 36%
• Dell, 14.81, 16.64, -11%
• Ticketmaster, 14.17, 11.95, 19%
• Best Buy, 14.04, 10.94, 28%

Unique visitors count only once each shopper who came to a site, no matter how many times the shopper visited. This is a custom list compiled by Internet Retailer of the top online shopping destinations based on Nielsen Online data. Rankings may contain multiple web sites from the same retailer or manufacturer.

The top 10 consumer goods and services advertisers in terms of online ad impressions (in millions) in May, according to Nielsen data, were:

• Altria Group Inc., 1,167.61
• Unilever, 553.19
• Cashflow Technologies Inc., 526.54
• FRS Company, 517.23
• Hydroderm Beverly Hills, 366.66
• Raw Natural Beauty LLC, 357.24
• PepsiCo Inc., 331.40
• Dermitage, 291.78
• Anheuser-Busch, 250.01
• Oakley Inc. 227.99

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