February 11, 2009, 12:00 AM

Conversions bloom at ProFlowers, Nielsen Online says

In December, ProFlowers came out smelling nicely in the conversions category for e-commerce sites, ranking No. 1 at 31.1%, says Nielsen Online.

Katie Evans

Managing Editor, International Research

In December, ProFlowers came out smelling nicely in the conversions category for retailer web sites, ranking No. 1, according to the Nielsen Online MegaView Report. 31.1% of visitors to the ProFlowers e-commerce site made a purchase. Computer hardware achieved the highest average order value among categories: $261.74.

The sites with at least 500,000 unique visitors during the month with the highest conversion rates in December were:
ProFlowers, 31.1%
L.L. Bean, 25.7%
Amazon, 23.7%
vitacost.com, 23.0%
Coldwater Creek, 22.4%
QVC, 21.1%
Roamans, 20.4%
Office Depot, 20.2%
Lands’ End, 19.3%
Victoria`s Secret, 19.2%

The product categories with the highest average order value in December, according to Nielsen Online, were:
Computer hardware, $261.74
Event & Movie Tickets, $195.91
Automotive, $128.34
Consumer Electronics, $124.87
Office Supplies, $83.85
Sporting Goods & Outdoor Activities, $72.33
Food & Beverage, $67.49
Home & Garden, $66.41
Apparel & Accessories, $59.47
Child/Baby Care, $56.48

In December, the top sites in various categories based on purchases, reporting the number of purchases and the number of customers (in thousands), respectively, were:

Apparel and accessories
eBay, 4,646, 1,969
Victoria`s Secret, 1,223, 1,026
J.C. Penney, 1,206, 1,031
Amazon, 987, 886
Kohl`s, 907, 748

Home and garden
eBay, 2,410, 1,449
Amazon, 2,216, 1,895
Wal-Mart Stores, 758, 682
J.C. Penney, 720, 629
Target, 706, 634

Health/wellness/beauty
eBay, 1,108, 688
Amazon, 945, 835
Sephora, 677, 555
Avon, 598, 446
Bath & Body Works, 461, 403

Computer software
Amazon, 468, 400
Symantec, 382, 368
McAfee, 329, 321
eBay, 101, 87
Best Buy, 44, 40

Books
Amazon.com, 6,937, 5,550
eBay, 1,605, 887
Barnes & Noble, 1,294, 1,114
Wal-Mart Stores, 231, 207
ChristianBook.com, 172, 144

DVD/video
Amazon.com, 4,912, 3,780
eBay, 1,051, 614
DirectGroup Bertelsmann, 914, 680
Wal-Mart Stores, 393, 361
Best Buy, 381, 324

Office supplies
Office Depot, 1,568, 807
Vistaprint, 1,094, 818
Staples, 783, 478
Amazon, 555, 434
eBay, 505, 171

Consumer electronics
Amazon, 1,998, 1,644
eBay, 1,606, 1,071
Wal-Mart Stores, 766, 643
AT&T;, 655, 554
Best Buy, 596, 527

Jewelry and watches
eBay, 1,917, 779
QVC, 407, 285
HSN.com, 379, 194
Overstock.com, 291, 251
Amazon.com, 237, 212

Toys, games and hobbies
eBay, 8,591, 3,341
Amazon.com, 5,641, 4,265
Wal-Mart Stores, 1,642, 1,387
Toys “R” Us, 1,053, 856
Target, 1,036, 915

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