January 13, 2009, 12:00 AM

December online shopping data shows mixed results

The holiday season e-commerce numbers are in and the results are varied, according to new data from Coremetrics, a provider of digital marketing optimization services.

 

The holiday season e-commerce numbers are in and the results are varied. On one hand, the amount of completed purchases rose 23% from November to December in 2008. On the other, the number of purchases dropped 2.4% from December 2007, according to new data from Coremetrics, a provider of digital marketing optimization services.

 

The study, based on results from more than 300 U.S. retailers, also found that the average number of items per order and average order value fell 19% and 11%, respectively, in December compared to November.

“These numbers reflect continuing consumer nervousness in the face of a tough economy,” says Coremetrics chief strategy officer John Squire. “We saw more people shopping online, not just because it’s tremendously convenient, but because savvy retailers offered huge incentives like free shipping until very late in the holiday retail season.”

Certain retail categories were more successful than others. Apparel and department stores experienced a 33% increase in conversions in December. Home goods merchants experienced a 46% increase and conversions rose 32% for jewelry retail sites. Sports apparel and gear retailers saw the biggest increase in conversions with a 66% rise.

Coremetrics did not report data on categories that declined.

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