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]
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