July’s E-Tailing Stats

Warm weather and summer activities may have put a crimp in online purchases made from home in July, as the overall purchasing activity across the top e-tail sites decreased from 4.5 percent in June to 3.2 percent in July, according to PC Data Online.

Aggregate Top 40 Web Retail Purchase Rate
Among non-AOL Home Users
Projected E-Tail Buyers
(000)
E-Tail Unique Users Buy Rate
(%)
June 1999 3,309 74,275 4.46
July 1999 2,386 74,483 3.20
Source: PC Data Online

Leading online retailer Amazon.com retained its No. 1 ranking with 526,000 projected buyers. Plantrx.com jumped to the No. 2 position on strong traffic gains while maintaining its June buy rate of 20 percent. Widely advertised golf retailer chipshot.com entered the top 20 in July, with a projected 55,000 visitors, or 20.8 percent of its unique users, purchasing from the site.

Internet retail sites are defined as Web sites where visitors can actually purchase products. They include neither shopping domains that provide free downloads, product reviews, or purchasing incentives such as coupons, nor other types of e-commerce sites such as auction, travel reservation, or financial service sites.

PC Data Online estimates the purchase rate based on the number of unique users who visit a transaction-related page within each site. The information is gathered through a proprietary software tool that tracks “unique visitors” and “unique buyers” within each site. Every visitor or buyer is counted only once, regardless of how many times the individual visits a site or buys from a site. The sample includes 66,000 home users who are not using the AOL browser. PC Data began tracking AOL usage in August.

Top Web Retailers for July 1999
(among non-AOL home users)
E-Tailer Rank Average Time Spent
July June Site Projected Buyers
(000)
Reach % Unique Users
(000)
Buy Rate
(%)
Buyers
(hh:mm)
Non-Buyers
1 1 amazon.com 526 15.3 7,375 7.1 1:02 0:13
2 8 planetrx.com 184 1.9 909 20.2 0:43 0:06
3 6 ticketmaster.com 158 3.1 1,492 10.6 0:31 0:02
4 10 gateway.com 115 2.7 1,308 8.8 0:42 0:13
5 11 barnesandnoble.com 111 5.4 2,596 4.3 0:35 0:07
6 7 mothernature.com 104 2.0 982 10.6 0:31 0:04
7 9 iprint.com 97 2.0 955 10.1 0:36 0:07
8 5 hallmark.com 95 1.0 486 19.5 0:42 0:08
9 2 buy.com 85 2.6 1,276 6.7 0:48 0:10
10 4 bigstar.com 80 1.7 843 9.5 0:59 0:07
11 14 cdnow.com 71 7.6 3,679 1.9 1:23 0:18
12 12 valueamerica.com 58 1.5 701 8.3 1:19 0:11
13 NA chipshot.com 55 1.5 701 8.3 1:19 0:11
14 19 smarterkids.com 46 2.0 989 4.7 0:19 0:03
15 3 drugstore.com 44 1.7 823 5.3 0:25 0:14
16 21 egghead.com 43 2.8 1,363 3.1 0:38 0:09
17 43 officemax.com 39 1.7 826 4.7 0:44 0:07
18 13 beyond.com 38 3.1 1,476 2.6 0:48 0:05
19 17 yahoo.com 33 52.1 25,178 0.1 2:59 3:03
20 18 jcrew.com 33 0.8 389 8.5 0:24 0:09
Source: PC Data Online

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