Amazon, Wal-Mart Drawing the Largest Numbers of Online Hispanic Shoppers in US

What: We looked at the top 15 online retail sites visited by Hispanic shoppers in the US and how they scored in number of visitors in May 2018.
Why it matters: Hispanic online shoppers’ preferences closely matched those of the population at large in the US in May, with retailers Amazon and Wal-Mart taking first and second places respectively for most-visited sites. Macy’s ranking in monthly visitors increased when considering just Hispanic shoppers compared with shoppers of from all ethnic groups. Big box home improvement retailer Lowe’s ranking dropped to last place. (Check out the overall U.S. May e-retail ranking!)

Key Insights

  • Hispanic shoppers overwhelmingly prefer Amazon for online shopping (21.7% of all visits by Hispanic shoppers in May, 2018).
  • Amazon, Wal-Mart, eBay, Apple, and Target were the five most popular sites for Hispanic visitors in May, 2018—the same order of rankings for shoppers of all ethnic groups.
  • The top four retailers’ share of online visits (Amazon, Wal-Mart, eBay, Apple.com) for Hispanic shoppers are nearly the same as they are for shoppers from all ethnic groups in the US.
  • Home improvement retailer Lowe’s slipped from tenth place among all ethnic groups to last place in online visits by Hispanic shoppers.
Number of Hispanic visitors to the Top 15 e-commerce sites in the US, May 2018
Total Audience, Home and Work, PC/Laptop
Total Unique Visitors: 132,078
Site Total Visitors
Amazon sites 28,741
Wal-Mart 16,150
eBay 15,261
Apple.com Worldwide sites 8996
Target Corporation 8995
WISH.COM 7303
Samsung Group 6542
ETSY.com 6515
The Home Depot, Inc. 6155
Ticketmaster 5459
Best Buy sites 5,391
Macy’s Inc 4,828
Wayfair 3,986
Kohls Corporation 3,932
Lowes.com 3,824

[Source: comScore]


Mark A. Browne

Mark A. Browne

Mark A. Browne is Portada's Marketing Innovation Editor. He is a bilingual (English-Spanish) writer, media relations manager, and content creation professional with an established record providing journalism, copywriting and analytical content services to major publishers, PR agencies and businesses in the United States, Latin America and Europe. His award-winning career as a reporter and editor includes daily and weekly newspaper experience and free-lance writing for major print and online publications.

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