April 29, 2014, 2:02 PM

Consumer brand manufacturers lag Top 500 retailers in online conversion rates

The average online conversion rates of consumer brand manufacturers is about two-thirds that of all merchants ranked by annual web sales in the newly published 2014 Internet Retailer Top 500.

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The 66 consumer brand manufacturers ranked by annual web sales in the newly published 2014 Internet Retailer Top 500 Guide have an average online conversion rate of 2.24%, just more than two-thirds of the average of 3.30% for all of the Top 500 merchants, according to data from Internet Retailer.

 When figuring median conversion rates, the difference is even wider: The median conversion rate across the consumer brand manufacturers is 2.00%, compared with 3.50% for all of the Top 500.

Nonetheless, 20 consumer brand manufacturers showed annual growth rates in 2013 of more than 20%, according to the Top 500 data, which is based on sales to consumers. Some of the branded manufacturers operate their own bricks-and-mortar stores in addition to selling direct to consumers online.

Following are the 20 fastest-growing consumer brand manufacturers, listed in descending order of annual growth rate, as published in the 2014 Internet Retailer Top 500, with their 2013 web sales (in millions), followed by their 2013 conversion rate, and their sales growth rate from 2012:

● Alex and Ani LLC, $43.73, 2.32%, 249.74%

● Bonobos, $65.00, 2.00%, 62.50%

● Tory Burch LLC, $171.00, 2.10%, 51.33%

● Levi Strauss & Co., $46.08, 1.75%, 50.00%

● Kate Spade, $150.00, 1.60%, 48.08%

● Carter’s Inc., $211.00, 2.50%, 47.55%

● Luxottica Group S.p.A, $240.00, 2.20%, 45.45%

● Under Armour Inc., $220.00, 3.00%, 33.33%

● Nike Inc., $540.00, 2.85%, 32.03%

● VF Corp., $280.00, 1.80%, 30.23%

● Zumiez Inc., $94.25, 2.50%, 30.00%

● Deckers Outdoor Corp., $169.50, 2.00%, 29.79%

● Ralph Lauren Media, $618.00, 2.20%, 28.78%

● Eileen Fisher Inc., $38.43, 3.54%, 25.00%

● Burberry Inc., $42.75, 1.40%, 25.00%

● Hugo Boss, $67.50, 2.00%, 25.00%

● Skechers USA Inc., $27.20, 1.80%, 24.16%

● Apple Inc., $18,300.00, 4.00%, 23.98%

● Tumi Inc., $32.61, 1.00%,  21.54%

● Estee Lauder, $525.00, 4.00%, 20.14%

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