August 15, 2008, 12:00 AM

More online shoppers lust over lingerie at Victoria’s Secret, Nielsen says

53% more consumers trekked to Victoria’s Secret`s e-commerce site in July, helping the it nab the No. 2 spot for unique visitors to apparel and beauty retail sites in July. EBay took the number one spot for traffic despite traffic falling 17%.

Katie Evans

Managing Editor, International Research

53% more consumers trekked to Victoria’s Secret`s e-commerce site in July, helping the e-ertailer nab the No. 2 spot for unique visitors to apparel and beauty retail sites in July. EBay took the number one spot for traffic for the category despite traffic falling 17%.

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

  • eBay Clothing, Shoes and Accessories, 8.47, 10.29, -17%
  • Victoria’s Secret, 5.43, 3.56, 53%
  • Avon, 3.90, 3.78, 3%
  • Old Navy, 3.87, 3.79, 2%
  • Lands’ End, 3.80, 3.06, 24%
  • eBay Jewelry and Watches, 3.71, 4.65, -20%
  • L.L. Bean, 3.46, 3.25, 6%
  • Zappos.com, 3.44, 3.51, -2%
  • The Gap, 3.37, 2.44, 38%
  • eBay Health and Beauty, 3.30, 3.71, -11
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 e-commerce sites in this category based on Nielsen Online data. Rankings may contain multiple web sites from the same retailer or manufacturer.

By length of visit, the top 10 apparel and beauty sites in July (hours:minutes:seconds), according to Nielsen Online, were:

  • Mary Kay Inc., 44:16

  • Avon, 38:20
  • Chadwick’s, 23:25
  • Arbonne International, 22:59
  • Talbots.com, 19:05
  • Blair.com, 18:22
  • J.Jill, 18:13
  • Victoria’s Secret, 15:14

  • Roamans, 0:25:12
  • Zales, 12:34

The top eight consumer goods industry segments in terms of online ad impressions (in millions) last month, according to Nielsen data, were:

  • Personal Care, 4,094.80

  • Food &Beverage;, 2,663.81

  • Apparel & Jewelry, 1,348.35

  • Home&Garden;, 861.78

  • Automotive Supply, 419.73

  • Print Publishing, 418.86

  • Recreational Gear, 121.28

  • Toy & Hobby, 120.63

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