Target Suffers Drop in Online Visits Among Hispanics

What: We looked at the top 15 online retail sites visited by Hispanic shoppers in the US in September of this year and how they scored in numbers of visitors.
Why it matters: Target suffered a near 2% drop in September in its share of online shoppers among the 15 top visited sites by Hispanics in the US. The retailer fell from fourth place in August to sixth place in September according to rankings by comScore. The retailer’s stock, however, has risen 30% this year, according to Barron’s.

Number of Hispanic visitors to the Top 15 e-commerce sites in the US, September 2018
Total Audience, Home and Work, PC/Laptop 139,250
Site Total Unique Visitors
Amazon Sites 28456
Wal-Mart 17151
eBay 16014
Apple.com Worldwide Sites 10535
Samsung Group 8839
Target Corporation 8276
WISH.COM 7497
ETSY.COM 7307
The Home Depot, Inc. 6382
Ticketmaster 6133
Best Buy Sites 5357
Kohl’s Corporation 4672
Macy's Inc. 4544
LOWES.COM 4139
Wayfair 3948

(Source: comScore; Site visits in the thousands.)

Target dropped two places in the top 15 most-visited retail sites by Hispanics in the US in September. Target’s share of the total visits dropped from 7.5% in August to 5.9% in September. Apple bumped up a ranking to fourth place with 7.5% of visits to all sites. Wayfair slipped below Macy’s, Kohl’s, and Lowe’s into last place for September.

  • Ticketmaster dropped two places in the ranking of the top 15 most visited sites in September but didn’t suffer much of a loss in its share of visits (4.4%) compared with August (4.5%).
  • Samsung Group increased its share of visits slightly, rising above Target.
  • As with non-Hispanic visitors to the top 15 online retail sites, Apple increased its share of all visits among Hispanic shoppers to 6.3% from 6.2% in August.
  • Both Kohl’s and Macy’s moved up a ranking in September.
  • Online home and furniture retailer Wayfair took a hit in its ranking, dropping from 12th place in August to last place in September. The company’s stock dropped 25% in September, according to Motley Fool.
  • Target dropped behind Apple and Samsung in September’s rankings, losing nearly 2% of its share of all online visits.

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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