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What: We looked at the results of the e-commerce marketing strategy of the top 15 online retail sites visited by shoppers in the U.S. in February of 2019 and how the sites scored in numbers of visitors.
Why it matters: Amazon’s relentless e-commerce marketing strategy and its increase of visits to its retail website continued in the second month of this year, topping 23-percent of all visits to the top 15 retail sites in the U.S.—nearly double that of its closest e-commerce rival Walmart at 12.2-percent of visits.

Number of visitors to the Top 15 e-commerce sites in the U.S., February 2019
Total Audience, Home and Work, PC/Laptop869,590
SiteTotal Unique Visitors*
Amazon Sites204146
Wal-Mart106453
eBay96790
Apple.com Worldwide Sites61629
Target Corporation50061
Samsung Group46969
ETSY.COM43289
WISH.COM41006
Ticketmaster39786
The Home Depot, Inc.34677
Kohl’s Corporation30904
Wayfair30721
Best Buy Sites30268
Macy’s Inc.26913
LOWES.COM25978

Source: Comscore
*Numbers reported as shown

Amazon Expansion Continues

Amazon continued to expand its online e-commerce dominance in the U.S. in February, gaining more than 2-percentage points compared to January, to reach 23.4-percent of all visits to the top 15 retail sites in the U.S. as measured by Comscore. The behemoth internet retailer expanded its online market share at the same time that brick-and-mortar retailers have closed 4,800 stores this year alone, according to the Financial Times. Analyst Deborah Weinswig told the newspaper she expects approximately 12,000 retail stores to be shuttered in the U.S. this year.

Brick-and-mortar retailer Best Buy saw its share of visits to the top 15 retail site in the U.S. slip from 4-percent in January to 3.4-percent in February. Macy’s, too, lost ground going from 4.3-percent in January to just 3-percent in February. Walmart continues to be the most successful brick-and-mortar retailer online, holding at second place in February with 12.2-percent of all visits to the top 15 ranked retail sites in the U.S.—but still well behind Amazon in online visits.

Best Buy, Home Depot slip

  • Best Buy slipped from 11th to 13th place from January to February in Comscore ranking.
  • The Home Depot, too, lost ground, going from 9th place in January to 10th place in February.
  • Apple held steady in 4th place with 7 percent of all site visits in February.
  • eBay, too, held its ground in third place with 11.1-percent of all visits, matching its share in January.
  • Macy’s saw a decline in its site visits from 4.3-percent of all visits in January to 3-percent in February.
  • The top eight most-visited sites in the Comscore ranking held their positions from January to February, with Target ranking 5th.
  • Retailer Kohl’s continued to see a downward trend in its share of visits to the top 15 sites, from 5.5-percent in December to 3.8-percent in January to 5-percent in February.

What: We looked at the top 15 online retail sites visited by shoppers in the U.S. in January of 2019 and how they scored in numbers of visitors.
Why it matters: Coming after last year’s stellar results, where Amazon’s fourth quarter net sales jumped 20-percent over the previous year’s, the online retailer continued to expand its share of online visits among the top 15 retail sites in the U.S., growing its first-place position to 21.9-percent of all visits in January compared to 18.8-percent in November of 2018.

Number of visitors to the Top 15 e-commerce sites in the U.S., January 2019
Total Audience, Home and Work, PC/Laptop937,011
SiteTotal Unique Visitors*
Amazon Sites205964
Wal-Mart111932
eBay104553
Apple.com Worldwide Sites69831
Target Corporation54865
Samsung Group48851
ETSY.COM47756
WISH.COM42443
The Home Depot, Inc.40865
Ticketmaster38441
Best Buy Sites37697
Kohl’s Corporation36224
Wayfair36025
Macy’s Inc.33360
LOWES.COM28204

Source: Comscore
*Numbers reported as shown

On the heels of a stellar year in 2018, Amazon got off to a strong start in 2019 as it expanded its share of online visits to its retail site to 21.9-percent of all visits to the top 15 retail internet sites in the US ranked by Comscore for the month. Amazon has increased its share of site visits in the U.S. since November of last year, when it had 18.8-percent of all of the top 15 visits.

Amazon’s undisputed leadership in online site visits follows a year of stellar financial results in 2018 when its fourth-quarter net sales expanded by 20-percent to $72.4 billion compared to $60.5 billion in the same period in 2017, according to reporting by the website practicalecommerce.com

Like Amazon, eBay, too, has managed to increase its share of the top 15 retail sites in the U.S. ranked by Comscore, from 9.9-percent in November of 2018 to 10.2-percent in December and 11.1-percent in January of 2018.

Retailers BestBuy and Target suffered slight declines in their percentages of all site visits, with Target dropping to 5.8-percent in January from 7.3-percent in December. BestBuy dropped from 8th place in December to 11th place in January among the top 15 site U.S. rankings.

  • Amazon continues to enjoy the largest share of all retail site visits ranking first in the top 15 in the U.S. by Comscore with 21.9-percent of all visits in January.
  • eBay managed to increase its percentage share to 11.1-percent, continuing an upward trend since November of 2018.
  • Target’s share of online visits in the U.S. dropped in January just over a percentage point.
  • BestBuy, too, suffered a drop, descending from 8th place in December to 11th place among the top 15 in the U.S. in January.
  • Post-holiday season shoppers appeared to flock to Samsung’s online store in the U.S., moving the electronics manufacturer up from 9th place in December to 6th place in January in the top 15 U.S. rankings.
  • Retailer Kohl’s continued to suffer a downward trend in its ranking in the top 15 retail sites in the U.S., going from 5.7-percent of all visits in November of 2018 to 5.5 in December and 3.8 in January of 2019.
  • Apple.com continues to hold steady at 4th place in the top 15 retail sites ranked by Comscore.

 

What: We looked at the top 15 online retail sites visited by shoppers in the U.S. in December of 2018 and how they scored in numbers of visitors.
Why it matters: In spite of disappointing comparable store sales in December, the Macy’s website racked up a strong finish to the year, moving up two places in overall share of total visits to the top 15 sites ranked by comScore. Walgreens managed to make it into the top 15 rankings.

Number of visitors to the Top 15 e-commerce sites in the U.S., December 2018
Total Audience, Home and Work, PC/Laptop1,071,628
SiteTotal Unique Visitors*
Amazon Sites206,103
Wal-Mart131,911
eBay109,423
Target Corporation79,098
Apple.com Worldwide Sites72,845
Kohl’s Corporation59,074
ETSY.COM55,970
Best Buy Sites55,000
Samsung Group51,953
Macy’s Inc.46,123
WISH.COM45,056
The Home Depot, Inc.45,056
Ticketmaster43,605
Wayfair38,194
Walgreen Co.32,217

Source: comScore
*Numbers reported as shown

Macy’s comparable store sales disappointed in December of 2018, but online, the retailer moved up three rankings among the top 15 most-visited sites in the U.S. compared to the prior month. Analysts reported last month that Macy’s missed its predicted sales, clocking in a 1.1% comp sales increase for the nine-week holiday period, almost a full percentage point below expectations.

Online, however, the retailer saw nearly a half percentage point in increased visits over November, moving to 10th place among the top 15 sites analyzed in overall visits compared to 13th place in November. Kohl’s also saw a comparable store sales increase of 1.2% in the November-December period, but Kohl’s managed to maintain its 5th place in the comScore rankings.

Etsy, the e-commerce website dedicated to handmade or vintage items, surged in the rankings from 9th place in November to 7th place in December.

  • Amazon held fast to its first-place ranking in the top 15 sites, with 19.2 percent of all site visits, an increase over the 18.8 percent in November.
  • Amazon saw an increase in visitors to its site of just over 4,000 in December.
  • Target managed to edge out Apple for fourth place in the rankings. Apple’s overall share of site visits dropped from 7.6 percent in November to 6.8 percent in December.
  • The Home Depot also suffered a decrease in positioning, dropping to 12th place in December from 10th place in November.
  • Lowe’s Home Improvement dropped out of the top 15 most visited sites in the US in December, and Walgreen’s made it into the top 15, taking 15th
  • Etsy moved up to seventh place in the rankings in December from ninth place in November, increasing its percentage share of all visits to the top 15 sites from 4.6 percent in November to 5.2 percent in December.
  • eBay maintained second place in the rankings and won a slight increase in visitors over the month of November.

What: We looked at the top 15 online retail sites visited by Hispanic shoppers in the US in November of 2018 and how they scored in numbers of visitors.
Why it matters: Best Buy and Kohl’s benefited handsomely from increased visits by Hispanics to their websites in the lead up to the 2018 holiday shopping season. Both saw a nearly 40% increase in visitors in November compared to the previous month. While maintaining its first-place ranking in the top 15 most visited sites by Hispanics in the US in November, Amazon nonetheless saw a dip of 2% in its overall share of total visits compared to the month of October.

 

Number of Hispanic visitors to the Top 15 e-commerce sites in the US, November 2018
Total Audience, Home and Work, PC/Laptop154,176
SiteTotal Unique Visitors*
Amazon Sites28,333
Walmart18,602
eBay16,004
Apple.com Worldwide Sites11,959
Target Corporation10,433
Samsung Group9,701
WISH.COM8,611
Best Buy Sites8,485
Kohl’s Corporation7,541
The Home Depot, Inc.6,697
ETSY.com6,462
Ticketmaster6,342
Macy’s Inc.5,911
Wayfair4,913
Lowes.com4,182

Source: comScore *Numbers reported as shown

Kohl’s and Best Buy saw significant increases in the number of Hispanic visitors to their sites in the month of November, 2018 compared to October. Visits to both sites by Hispanics surged by nearly 40%, catapulting Kohl’s to 13th place among the top 15 ranked sites from 11th place in October. Best Buy jumped from 8th place in November from 11th place in October.

  • Walmart increased its share of Hispanic visitors to the top 15 sites ranked by comScore in November by 2,498 visits over the month of October.
  • Amazon saw a drop of 2% in its share of the total visits to the top 15 sites by Hispanics compared to October, but continued to hold first place among the sites monitored.
  • Amazon, Walmart, eBay, Apple, Target and Samsung maintained their top five rankings with Hispanics in that order in November compared to October.
  • Etsy dropped from 8th place in October to 11th place in November, or from a total of 7,012 visits to 6,462 with Hispanics.
  • Ticketmaster saw a dip in visits by Hispanics in November compared to October, slipping from 8th place in the rankings to 11th.
  • The Home Depot remained steady, garnering 4.3% of overall visits to the top 15 sites in November, the same percentage as in October.
  • eBay and Walmart saw decreases in their share of total visits to the top 15 sites by Hispanics by half a percentage point in November compared to October.

 

What: We looked at the top 15 online retail sites visited by shoppers in the US in November of this year and how they ranked and scored in number of visitors.
Why it matters: Total visits to the retail sites ranked by comScore increased by 68,000 over the prior month as the holiday shopping season kicked off in November. Retailer Kohl’s enjoyed a significant boost as it jumped to 6th place from 11th place in October, while Walmart saw a 1-percent increase in its share of all visits to the top 15 sites over the previous month.

 

Number of visitors to the Top 15 e-commerce sites in the US, November 2018
Total Audience, Home and Work, PC/Laptop1,072,757
SiteTotal Unique Visitors
Amazon sites20,1899*
Wal-Mart13,1986
eBay10,7208
Apple.com Worldwide sites81,851
Target Corporation73,750
Kohl’s Corporation61,861
Best Buy sites56,890
Samsung Group52,247
ETSY.com49,835
The Home Depot Inc.47,743
Kohl’s Corporation46,569
WISH.COM45,310
Ticketmaster42,124
Macy’s Inc.39,712
LOWES.com33,772

(Source: comScore)
*Visits shown in the thousands.

Key Insights

Kohl’s CEO Michelle Gass’ strategy of delivering an omnichannel experience to shoppers, and especially millennials, looks like it paid off in visits to the retailer’s website in November. Kohl’s jumped from 11th place in the October comScore rankings to 6th place in November. Visits to the retailer’s site in the US totaled just over 61,000. Kohl’s traditional customer is over 50-years or older, but Gass’ goal is to attract more millennials both online and in stores, according to recent reporting by Forbes.

Meanwhile, Walmart’s aggressive online strategy appears to have paid off in November with a handsome 1 percent jump in its share of all visits to the top 15 sites for a total of 131,986 in November compared to 114,085 in October.

Overall visits to the top 15 ranked sites increased by nearly 70,000 over the previous month as the holiday shopping season kicked into high gear.

  • Amazon saw a slight dip in its share of overall visits to the topped 15 ranked sites, dropping from 20.9 percent in October to 18.8 percent in November.
  • Amazon, Walmart, eBay and Apple.com continued to occupy the top 4 slots in that order.
  • Best Buy also saw a surge in online visits as the holiday shopping season kicked in, increasing its ranking of 12th place in October to 7th place in November.
  • Macy’s, too, saw an increase of 11,412 visits in November compared to October.
  • eBay saw a dip in its share of all visits to the top 15 ranked sites, from nearly 12 percent in October to 9.9 percent in November.
  • Kohl’s showed the greatest jump in visits among the top 15 sites, with a total of 61,861, a 19,604 increase in visits over the month of October.
  • com’s share of all visits to the top 15 ranked sites remained steady in November at 7.6 percent compared to 7.7 percent the month before.

 

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/Laptop139,250
SiteTotal Unique Visitors
Amazon Sites28456
Wal-Mart17151
eBay16014
Apple.com Worldwide Sites10535
Samsung Group8839
Target Corporation8276
WISH.COM7497
ETSY.COM7307
The Home Depot, Inc.6382
Ticketmaster6133
Best Buy Sites5357
Kohl’s Corporation4672
Macy’s Inc.4544
LOWES.COM4139
Wayfair3948

(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.

What are Latin American users’ favorite sports sites? How are they different? Are there among users’ priorities? The answers to these questions, according to comScore’s September 2016 rankings.

Interestingly, 30% of the unique users who reside in Latin America visited a sports sites in September 2016.

Source: comScore Media Metrix, LatAm, Home and work, PC/Laptop only, September 2016Total Unique Visitors (000)
    Total Internet : Total Audience197.612
    Sports58.655
1    Globo Esportes13.305
2    MSN Sports7.757
3    UOL Esporte6.641
4    Yahoo Sports4.081
5    ESPN2.991
6    Minute Media2.974
7    Terra Sports2.751
8    Marca Sites2.518
9    AS.com Sites2.381
10    OLE.COM.AR2.339

Brazil’s influence stands out: 34% of the visits went to Globo Sports and UOL Esporte (first and third spot in the ranking, respectively) in this category.

Another interesting fact is the classification of the sites visited: on the one hand, users chose to consume sports content through specialized sites (ESPN, Minute Media, Marca, AS, OLE) and, on the other, through the sports sections of horizontal portals such as Globe, MSN, UOL, Terra.This would account for two different kind of users: on one side, the sports categories’ “genuine” user (the one who would visit sports media exclusively) and on the other, the “spontaneous” user, who takes an interest in Sports section while going through other sections  of the same site.

Our monthly unique user rankings of the top properties visited by U.S. Hispanics and the  overall U.S. population provide interesting insights (besides the almost obvious fact that Google continues to lead, ha!) . 6 Things you need to know about how top destinations fared in October 2015.

1. Despite all the Talk, Yahoo is a Major Force

Yahoo’s board is currently assessing its future (options include to sell its core Internet business ), due to the company’s slow progress in increasing its profitability. Yet, as the below rankings show Yahoo is still a force to be reckoned with (ranked second overall and fourth in the U.S. Hispanic market), with more than 148 million uniques in the overall U.S. market (above Facebook, although time per visit and frequency are much higher on Facebook).

2. Mode Media’s High Ranking Reflects Popularity of Lifestyle and Fashion Vertical

Perhaps relatively surprising is the fact that fashion and lifestyle online media company Mode Media is among the top 10 properties both in the U.S. Hispanic and general market. The other 9 properties are mostly usual suspects (e.g Facebook, AOL, Wikipedia, Yahoo, Microsoft etc…). Mode Media, which used to be known as Glam Media, is a privately held digital lifestyle media company with more than 10,000 lifestyle creators. Mode’s success also highlights the popularity of the fashion and lifestyle verticals.

3. NBC/Telemundo Doesn’t Make the Top 10 Sites For U.S. Hispanics

While Comcast/NBC Universal sites (which include Telemundo) is the 10th largest destination in the overall market, they don’t make the top- ten list among the most visited properties by U.S. Hispanics.

4. Univision is not Among Top 10 Properties visited by U.S. Hispanics (Either)

Another interesting insight is that while Univision (and Telemundo, see above) are the leading media when it comes to Hispanic broadcast viewers, both companies are not among the 10 most popular for Hispanic online audiences.

5. Apple, Strong with U.S. Hispanics

Apple’s digital destinations are ranked number eight among the U.S. Hispanic users and can not be found among the top-ten of the overall market. This may be related to the fact that Hispanics over-index in music consumption services such as Apple’s iTunes.

6. Similarly to Yahoo, Microsoft Should Not Be Forgotten Either as a Major Online Destination

Microsoft recently outsourced most of its Advertising Sales business to AOL/Verizon. This is a part of their new CEO’s strategy to concentrate on the content (and not the ad-sales business.) Ranked number fourth with 144 million uniques in the overall U.S. market and second (!) among U.S. Hispanic users.

U.S. Ranking

Source: comScore, United States, and Work, PC/Laptop Only                               Total Unique Visitors (000)October 2015, Home Total Unique Visitors (000)
Total Internet: Persons: 6+232.179
1Google Sites203.570
2Yahoo Sites148.215
3Facebook145.344
4Microsoft Sites144.151
5Amazon Sites106.766
6AOL, Inc.100.461
7Mode Media71.813
8CBS Interactive64.362
9Wikimedia Foundation Sites58.731
10Comcast NBCUniversal55.140

 

U.S. Hispanic Ranking

Source: comScore, United States, and Work, PC/Laptop OnlyTotal Unique Visitors (000)October 2015, Home Total Unique Visitors (000)
  Hispanic All:  Persons: 6+30.245
1    Google Sites26.604
2    Microsoft Sites18.479
3Facebook18.413
4    Yahoo Sites17.769
5Amazon Sites11.632
6    AOL, Inc.10.922
7Mode Media8.050
8Apple Inc.6.948
9Wikimedia Foundation Sites6.431
10CBS Interactive6.251