1-800-Flowers.com led retail web sites in conversion—the percentage of visitors who make a purchase—in September, according to the Nielsen Online MegaView Report, a regular look at trends in Internet retailing.
The sites with the highest conversion rates in September were:
1-800-Flowers.com, 25.2%
Office Depot, 24.8%
ProFlowers, 21.3%
QVC, 20.3%
Blair, 16.6%
J. Crew, 16.3%
Amazon.com, 15.8%
VistaPrint, 15.6%
eBags, 14.7%
L.L. Bean, 14.2%
The product categories with the highest average order value in September, according to Nielsen Online, were:
Computer hardware, $246.34
Automotive, $184.49
Jewelry and watches, $143.65
Event and movie tickets, $136.75
Consumer electronics, $127.90
Office supplies, $97.95
Home and garden, $71.25
Sporting goods and outdoor activities, $69.98
Food and beverage, $61.01
Child/baby care, $60.58
In September, the top sites in various categories based on purchases, reporting the number of purchases and the number of customers (in thousands), respectively, were:
Apparel and accessories
eBay, 3,912, 1,636
J.C. Penney, 600, 526
Victoria’s Secret, 465, 239
Old Navy, 424, 361
Amazon.com, 409, 315
Home and garden
eBay, 2,390, 1,337
Amazon.com, 771, 668
J.C. Penney, 403, 353
Office Depot, 380, 337
Overstock.com, 347, 295
Health/wellness/beauty
eBay, 779, 504
Avon, 506, 390
Drugstore.com, 343, 302
Amazon.com, 322, 291
QVC, 203, 172
Computer software
Symantec, 401, 321
Amazon.com, 236, 178
McAfee, 194, 175
eBay, 159, 87
Books
Amazon.com, 4,092, 3,070
eBay, 1,353, 787
Barnes & Noble, 817, 629
Alibris, 144, 124
ChristianBook.com, 107, 83
DVD/video
Amazon.com, 1,365, 1,113
eBay, 1,071, 467
DirectGroup Bertelsmann, 685, 547
Best Buy, 168, 89
Barnes & Noble, 166, 138
Office supplies
Office Depot, 1,646, 812
VistaPrint, 1,321, 1,010
Staples, 797, 481
eBay, 209, 148
Hewlett-Packard, 142, 124
Consumer electronics
eBay, 1,183, 809
Amazon.com, 695, 597
Verizon Wireless, 322, 271
AT&T, 288, 254
Office Depot, 246, 223
Jewelry and watches
eBay, 1,873, 520
HSN.com, 143, 78
QVC, 137, 100
Avon, 86, 70
Amazon.com, 61, 55
Toys, games and hobbies
eBay, 6,299, 2,033
Amazon.com, 674, 595
Oriental Trading Company, 257, 235
Wal-Mart, 174, 135
Toys “R” Us, 172, 157
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