March 13, 2009, 12:00 AM

Zappos steps in behind eBay in traffic to apparel and beauty retail sites

Consumers take their time with their make-up, but trek to eBay’s extensive web site the most often when searching for beauty and apparel goods, Nielsen Online reports.

Consumers take their time with their make-up, but trek to eBay’s extensive web site the most often when searching for beauty and apparel goods, Nielsen Online reports. Mary Kay ranked No. 1 for time spent at such retail web sites, in February. Meanwhile, eBay was tops for traffic with 5.5 million unique visitors last month.

 

The top 10 online apparel and beauty shopping destinations in February with unique visitors in millions this year compared to a year earlier and the percent change, according to Nielsen Online were:

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 February (hours:minutes:seconds), according to Nielsen Online, were:

 

     

  • Mary Kay, 2:29:42
  • Avon, 0:58:37
  • Jewelrytelevision.com, 0:44:59
  • Victoria`s Secret, 0:19:57
  • eBay Jewelry and Watches, 0:19:52

     

  • Blair.com, 0:19:34

     

  • Woman Within, 0:16:23

     

  • American Eagle, 0:15:25

     

  • davidsbridal.com, 0:15:20

     

  • L.L. Bean, 0:13:27

     

 

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

 

  • Food & Beverage, 3,648.36

     

  • Personal Care, 3,209.21

     

  • Home & Garden, 1,291.73

     

  • Apparel & Jewelry, 675.07

     

  • Print Publishing, 532.97

     

  • Automotive Supply, 197.98

     

  • Toy & Hobby, 144.66

     

  • Recreational Gear, 89.26

     

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