February 20, 2009, 12:00 AM

Schwan’s was tops in conversions in January, Nielsen Online says

In January, online frozen food and dairy retailer Schwan’s ate up a 52.5% conversion rate, giving it the No. 1 spot for retail conversions on the web. Computer hardware was the category with the largest average ticket size, Nielsen Online says.

In January, online frozen food and dairy retailer Schwan’s ate up a 52.5% conversion rate, giving it the No. 1 spot for online retail conversions. Computer hardware was the category with the largest average ticket size, according to the Nielsen Online MegaView Report, a regular analysis of trends in e-commerce.

The sites with at least 500,000 unique visitors during the month with the highest conversion rates in January were:

The product categories with the highest average order value in January, according to Nielsen Online, were:

  • Computer hardware, $202.78

  • Event & Movie Tickets, $171.15

  • Automotive, $155.81

  • Consumer Electronics, $116.67

  • Sporting Goods & Outdoor Activities, $83.16
  • Office Supplies, $81.88
  • Child/Baby Care, $77.03
  • Home & Garden, $76.07
  • Food & Beverage, $65.94
  • Computer Software, $63.14

In January, 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, 2,941, 1,441

  • Victoria`s Secret, 696, 603
  • Macy`s, 514, 396
  • J.C. Penney, 1,206, 1,031
  • Amazon, 492, 434

Home and garden

  • eBay, 2,285, 1,250
  • Amazon, 1,233, 1,048
  • Target, 384, 334
  • J.C. Penney, 372, 321
  • Wal-Mart Stores, 329, 289

    Health/wellness/beauty

    • eBay, 1,134, 750
    • Drugstore.com, 593, 523
    • Amazon, 592, 525
    • Avon, 440, 358
    • HSN.com, 333, 212

    Computer software

    • Symantec, 533, 489
    • McAfee, 210, 192
    • Amazon, 192, 172
    • eBay, 118, 97

    Books

    • Amazon.com, 5,474, 4,274
    • eBay, 1,861, 1,196
    • Barnes & Noble, 907, 755
    • alibris, 169, 150
    • ChristianBook.com, 112, 94

    DVD/video

    • Amazon.com, 2,224, 1,751
    • eBay, 1,026, 586
    • DirectGroup Bertelsmann, 1,020, 737
    • Wal-Mart Stores, 99, 87
    • Barnes & Noble, 94, 81

    Office supplies

    • Office Depot, 1,358, 883
    • Vistaprint, 1,284, 926
    • Staples, 1,000, 615
    • Hewlett Packard, 316, 273
    • Amazon, 246, 224

    Consumer electronics

    • eBay, 1,257, 915
    • Amazon, 1,030, 885
    • AT&T;, 505, 391
    • Verizon Wireless, 302, 271
    • Office Depot, 238, 237
    Jewelry and watches

    • eBay, 1,322, 465
    • HSN.com, 207, 122
    • QVC, 141, 106
    • Coldwater Creek, 94, 84
    • Overstock.com, 82, 77

    Toys, games and hobbies

    • eBay, 5,972, 2,161
    • Amazon, 1,296, 1,003
    • Wal-Mart Stores, 215, 185
    • Target, 164, 140
    • Oriental Trading Company, 163, 163

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