November 14, 2008, 12:00 AM

More consumers seek to stretch their dollars at Walmart.com, Nielsen says

The economy is hurting many retails, but it may be helping discount merchants like Walmart.com. Traffic to Wal-Mart’s e-commerce site grew 26% year-over-year in October helping it nab third place in traffic to e-commerce sites, Nielsen Online says.

Katie Evans

Managing Editor, International Research

The economy is hurting many retail players, but it may be helping discount merchants like Walmart.com. Traffic to Wal-Mart’s e-commerce site grew 26% year-over-year in October helping it secure third place in traffic to e-commerce site for the month, Nielsen Online says. Meanwhile e-retailers eBay, Target , Dell and Sears all took traffic hits last month.

The Top 10 online retail destinations in October, ranked by unique visitors in millions this October and last, with year-over-year growth, according to Nielsen Online, were:

  • eBay, 49.21, 54.49, -10%
  • Amazon.com, 48.26, 44.74, 8%
  • Wal-Mart Stores, 25.31, 20.07, 26%
  • Target, 23.82, 24.02, -1%
  • Netflix, 14.28, 11.12, 28%
  • Dell, 14.27, 14.95, -5%
  • Best Buy, 12.44, 12.00, 4%
  • Sears, 11.75, 11.82, -1%
  • The Home Depot, 11.05, 10.28, 7%
  • JC Penney, 10.70, 10.19, 5%

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

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

  • Procter & Gamble Company, 652.44
  • General Mills Inc., 644.33
  • Hasbro Inc., 496.96
  • Unilever, 481.72
  • Dermitage, 433.02
  • Avon Products Inc., 333.55
  • Sears Holdings Corp., 243.38
  • Raw Natural Beauty LLC, 227.59
  • FRS Company, 224.05
  • Ookisa, 193.44

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