September 27, 2011, 8:41 AM

Vitacost makes healthy gains as most e-commerce stocks tumble

The Internet Retailer Online Retail Index lost 5.4% for the week.

Don Davis

Editor in Chief

Lead Photo

Stomach-churning results remain the norm on Wall Street, including for investors in e-commerce stocks. Whereas the previous week most of the 25 equities tracked by the Internet Retailer Online Retail Index gained, with Netflix being a prominent exception, last week e-retailer Vitacost was among the few to survive a wretched week for the stock market as a whole.

Vitacost was one of only three of the 25 e-commerce stocks in the index to gain last week, along with shares of web merchants Coastal Contacts and Bluefly.

Trailing the pack again was Netflix, which split apart its video-streaming and DVD-by-mail services, and admitted last week it had done a poor job of explaining its new pricing structure to customers.

Overall, the Online Retail Index fell 5.43% for the week, but still bested the stock market as a whole, as the Dow Jones Industrial Average lost 6.54% and the Standard & Poor’s 500 Index dropped 6.41%.

Here are the best-performing stocks last week in the Online Retail Index and the percentage change in stock price for each:

• Vitacost, 12.4%

• Coastal Contacts, 1.1%

• Bluefly, 0.4%

• Digital River, -0.1%

• United Online, -3.0%

Here are the Online Retail Index stocks that performed least well last week and the percentage decline in stock price for the week:

•Netflix, -16.6%

• Keynote Systems, -16.5%

• Shutterfly, -12.0%

• U.S. Auto Parts Network, -9.6%

• Akamai, -8.5%

The 25 companies in the Internet Retailer Online Retail Index are: Inc., Akamai Technologies, Inc., American Greetings Corp., Inc., Blue Nile Inc., Bluefly Inc., Coastal Contacts Inc., DemandTec Inc., Digital River Inc., eBay Inc., eGain Communications Corp., Keynote Systems Inc., LivePerson Inc., Netflix Inc., NutriSystem Inc., Inc., PetMed Express Inc., Shutterfly Inc., Systemax Inc., U.S. Auto Parts Network, United Online Inc. (owner of, ValueClick Inc., Vistaprint Ltd and Inc.


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