Office Depot topped the list of retail web sites for conversions—the percentage of visitors to an e-commerce site who make a purchase—in October, according to the Nielsen Online MegaView Report, a regular look at trends in Internet retailing.
The sites with the highest conversion rates in October were:
Office Depot, 28.2%
ProFlowers, 26.7%
Roamans, 21.4%
Blair.com, 21.1%
Lands’ End, 20.7%
Talbots.com, 20.6%
QVC, 20.0%
L.L. Bean, 17.1%
Staples, 16.1%
eBay, 14.3%
The product categories with the highest average order value in October were:
Computer hardware, $300.89
Automotive, $178.29
Office supplies, $121.51
Event and movie tickets, $111.80
Consumer electronics, $109.18
Child/baby care, $77.17
Home and garden, $74.18
Computer software, $69.33
Sporting goods and outdoor activities, $61.60
Apparel and accessories, $57.99
In October, the top online retailers in various categories based on purchases, reporting the number of purchases and the number of customers (in thousands), respectively, were:
Apparel and accessories
eBay, 4,111, 1,722
J.C. Penny, 752, 630
Kohl’s, 422, 351
QVC, 386, 252
Victoria’s Secret, 359, 305
DVD/Video
Amazon.com, 1,344, 943
eBay, 969, 422
DirectGroup Bertelsmann, 784, 589
Best Buy, 60, 50
Wal-Mart Stores, 48, 42
Home and garden
eBay, 2,699, 1,174
Amazon.com, 598, 503
QVC, 470, 353
J.C. Penney, 383, 347
Overstock.com, 359, 253
Office supplies
Office Depot, 1,702, 751
VistaPrint, 1,180, 904
Staples, 891, 565
eBay, 187, 140
Amazon.com, 117, 102
Health/wellness/beauty
eBay, 716, 472
Avon, 565, 448
Amazon.com, 304, 275
Sephora, 193, 132
HSN.com, 179, 99
Consumer electronics
eBay, 1,340, 726
Amazon.com, 530, 468
AT&T, 276, 207
Nextel, 217, 199
Verizon Wireless, 171, 167
Computer software
Symantec, 313, 288
McAfee, 304, 274
Amazon.com, 252, 220
eBay, 182, 97
Jewelry and watches
eBay, 1,647, 500
QVC, 180, 146
HSN.com, 121, 87
Avon, 68, 63
Amazon.com, 56, 43
Books
Amazon.com, 3,393, 2,688
eBay, 1,261, 652
Barnes & Noble, 455, 372
ChristianBook.com, 158, 134
Alibris, 105, 97
Toys, games and hobbies
eBay, 7,223, 1,986
Amazon.com, 925, 786
Wal-Mart Stores, 273, 225
Oriental Trading Co., 255, 241
Toys “R” Us, 206, 189
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