July 24, 2009, 12:00 AM

Among home and garden e-retailers, Home Depot is master of its domain

When it comes to traffic to home and garden e-commerce sites, The Home Depot rules the roost. The online retailer continues a trend in June, ranking No 1. for traffic with 20 million unique visitors, up 34% from 14.94 million a year earlier.

Don Davis

Editor in Chief

When it comes to traffic to home and garden e-commerce sites, The Home Depot rules the roost. The online retailer continued a trend in June, ranking No 1. for traffic in the category with 20 million unique visitors, up 34% over last June’s 14.94 million. While the retailer has taken the top spot for the last several months, June’s year-over-year jump was significantly higher than usual. The retailer’s traffic was flat in May, in April it grew by 1% and in March it fell 5%.

Meanwhile, the Home Shopping Network posted a strong 45% traffic increase in unique visitors. However, most of the other top home and garden retailers posted traffic declines for June. No. 3, eBay Home fell 59% year over year and Pottery Barn and Joann.com each fell 13%.

The top seven online home and garden shopping destinations in June with unique visitors in millions this year and last and growth from prior year, according to Nielsen Online, were:


  • The Home Depot, 20.00, 14.94, 34%
  • Lowe’s, 12.03, 11.14, 8%
  • The Home Shopping Network, 5.80, 4.00, 45%
  • eBay Home, 4.16, 10.19, -59%
  • Ikea, 2.46, 2.36, 4%
  • Pottery Barn, 1.50, 1.73, -13%
  • Jo-Ann.com, 1.42, 1.62, -13%


Unique visitors count only once each shopper who comes 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.


By length of visit, the top nine home & garden retail sites in May (minutes:seconds), according to Nielsen Online, were:


  • Jerome’s Furniture, 54:42
  • Stampin Up, 42:19
  • Aquasana, 39:35
  • Steve’s Blinds and Wallpaper, 35:19
  • Rugstudio.com, 34:49
  • Harlem Furniture, 34:14
  • Fabrics-store.com, 29:15
  • Cutlery Corner, 25:56
  • Homestead Store, 24:40


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

  • Sears Holdings Corp., Hard Goods, 136.93
  • The Clorox Co., Clorox, 121.56
  • Valspar Valspar, 26. 87
  • American Standard Companies Inc. Trane, 24.25
  • Reckitt Benckiser plc Spray `n Wash 20.72
  • Sears Holdings Corporation Sears, 20.63
  • Zodiac Pool Care Baracuda, 14.69
  • Reckitt Benckiser plc Lysol, 14.60
  • Reckitt Benckiser plc Resolve 14.42
  • Minnesota Mining & Manufacturing Company Scotch, 14.28




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