July 7, 2008, 12:00 AM

ProFlowers tops May conversion rates, study says

ProFlowers led all e-retailers in May with a conversion rate of 35.7%, followed by Office Depot at 31.4%, Nielsen Online reports.

Katie Evans

Managing Editor, International Research

ProFlowers led all online retailers in May with a visitor-to-sales conversion rate of 35.7%, followed by Office Depot at 31.4%, Nielsen Online says in its MegaView Online Retail report.

Following are the top 10 online retailers cited by Nielsen in terms of May conversion rates:

  • ProFlowers 35.7%
  • Office Depot 31.4%
  • Blair.com 23.8%
  • FTD.com 21.3%
  • QVC 18.7%
  • CDW 17.9%
  • Lands` End 17.5%
  • 1-800-Flowers.com 16.8%
  • Drugstore.com 16.2%
  • HSN.com 15.8%

    The MegaView report also notes that Apparel & Accessories led all retail categories in May in terms of the number of online purchases, with 12.58 million and a market share of 17%.

    Following are the top five product categories in May with number of purchases (in millions), share of total purchases (figures rounded to nearest percent), and average spend per buyer, according to the MegaView report:

  • Apparel & Accessories, 12.58, 17%, $100.84
  • Home & Garden, 8.29, 11%, $98.71
  • Toys, Games & Hobbies, 8.20, 11%, $64.11
  • Books, 7.85, 11%, $46.65
  • Consumer Electronics, 4.93, 7%, $202.13

    Nielsen reported that eBay had an 80% share of the Toys, Games & Hobbies category in May with 6.56 million purchases. Following are the top five retailers in May in this category listed in the MegaView report with number of purchases (in millions), share of purchases (figures rounded to nearest percent), average spend per buyer, and average number of purchases per buyer:

  • eBay, 6.56, 80%, $55.02, 3.26
  • Amazon, 0.65, 8%, $76.76, 1.25
  • Oriental Trading Co., 0.37, 5%, $66.84, 1.18
  • al-Mart Stores, 0.11, 1%, $62.12, 1.09
  • Toys "R" Us, 0.04, 1%, $41.74, 1.13

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