December 18, 2009, 12:00 AM

Old Navy leads in visits to apparel/beauty sites

Old Navy was the most visited web destination in terms of visitors for apparel and beauty products in November, Nielsen Online reports. The apparel retailer attracted 7.93 million unique visitors, a 32% rise from 6.02 million a year earlier.

Zak Stambor

Managing Editor

Old Navy was the most visited web destination in terms of visitors for apparel and beauty products in November, Nielsen Online reports. The apparel retailer attracted 7.93 million unique visitors, a 32% rise from 6.02 million a year earlier. But Shoes.com saw the biggest bump in online traffic as its traffic rose 171% from a year ago.

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

  • Old Navy, 7.93, 6.02, 32%
  • Avon, 7.69, 4.83, 59%
  • The Gap, 6.09, 4,28, 42%
  • eBay Clothing Shoes & Accessories, 5.63, 7.05, -20%
  • Victoria’s Secret, 5.09, 4.30, 18%
  • Zappos.com, 4.92, 5.11, -4%
  • Nike, 3.32, 1.96, 69%
  • Lands End, 3.22, 4.89, -34%
  • Shoes.com, 3.20, 1.18, 171%
  • Bath & Body Works, 3.11, 3.56, -13%

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. Additionally, Nielsen has recently expanded its panels of Internet users and, effective with June 2009 data, this may affect the percentage change from previous results for some sites.

By length of visit, the top 10 apparel and beauty sites in November (hours:minutes:seconds), according to Nielsen Online, were:

  • Beauty Deals, 2:18:56
  • Bare Feet Shoes, 1:22:52
  • GemsTV, 1:02:20
  • Hair Sisters, 1:01:33
  • TAPOUT, 0:44:36
  • Chic Star, 0:41:12
  • Great Glam, 0:40:11
  • Clothingisland.com, 0:38:33
  • Biggalslingerie.com, 0:37:40
  • Mary Kay, 0:37:00

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

  • Food & Beverage, 3,816.75
  • Personal Care, 2,617.10
  • Print Publishing, 2,230.28
  • Apparel & Jewelry, 1,470.17
  • Home & Garden, 977.17
  • Automotive Supply, 372.00
  • Toy & Hobby, 125.80
  • Recreational Gear, 97.84

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