How We Gather the Data for the Europe 500
The starting point for data gathering is the retailers' web traffic from comScore Inc. That list is supplemented with merchants that Internet Retailer has covered editorially. Whenever possible, web sales listed in the Europe 500 came from the company. If the company did not provide sales figures, Internet Retailer estimated sales based on traffic and assumed conversion rate and average ticket for that retailer's category. Internet Retailer also uses analyst interviews and historical knowledge of the e-commerce industry to formulate its estimates. Monthly visits and monthly unique visitors' numbers were supplied by retailers across Europe. When a retailer did not reveal numbers, researchers used comScore or Internet Retailer estimates. For the conversion rate, in most instances researchers used category data and analyst interviews to formulate estimates. For the average ticket, if the merchant would not reveal a number, researchers used category data and analyst interviews to formulate estimates. In all instances where an estimate is used it is footnoted. Retailers were given multiple opportunities to review and respond to estimates.
Internet Retailer researchers contact each retailer by phone and e-mail several times over the six-month course of data collection to compile, collect and fact-check each merchant's information. If the merchant did not provide full financial, operations and web site summary information, Internet Retailer used metrics from that retailer's category—as well as analyst interviews and historical knowledge of the industry—to formulate estimates. Additional data are supplied to the Europe 500 from these information partners: comScore Inc., Compuware, ROI Revolution Inc. and East-West Digital News (in conjunction with Data Insight and Enter Vision). In all instances where an estimate is used or the data is supplied from a third party, the figure is footnoted. Retailers were given multiple opportunities to review and respond to estimates and metrics provided by third-party research firms.
Buy This Guide