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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 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
SiteTotal Visitors
Amazon sites28,741
Wal-Mart16,150
eBay15,261
Apple.com Worldwide sites8996
Target Corporation8995
WISH.COM7303
Samsung Group6542
ETSY.com6515
The Home Depot, Inc.6155
Ticketmaster5459
Best Buy sites5,391
Macy’s Inc4,828
Wayfair3,986
Kohls Corporation3,932
Lowes.com3,824

[Source: comScore]

What: We looked at the top 15 online retail sites visited by shoppers in the US and how they scored in number of visitors in May 2018.
Why it matters: Wal-Mart’s hard-fought effort to build an online presence has put it ahead of eBay in the number of online visitors. The Bentonville, Arkansas brick-and-mortar retailer surged ahead of eBay by nearly 5,000 visitors in May, 2018. But the e-commerce behemoth Amazon still leads by nearly double the number of monthly online visitors compared to traditional retailer Wal-Mart.

Number of visitors to the Top 15 e-commerce sites in the US, May 2018
Total Audience, Home and Work, PC/Laptop949,169
SiteTotal Unique Visitors
Amazon sites204,743
Wal-Mart119,117
eBay104,619
Apple.com Worldwide sites67,102
Target Corporation61,115
The Home Depot49,499
ETSY.com46,891
Samsung Group42,078
WISH.com39,585
Lowes.com38,635
Ticketmaster37,395
Macy’s Inc35,511
Wayfair35,102
Best Buy sites34,142
Kohls Corporation33,372

[Source: comScore]

Key Insights

  • Amazon led the field with 21.5% of all online visitors in May
  • Wal-Mart (12.5% of all online visitors) and eBay (11%) are competing neck-in-neck to be Amazon’s closest online competitor
  • eBay dropped behind Wal-Mart by just under 5,000 visitors for a second-place finish
  • Apple took fourth place with 7% of all online visitors for the month
  • After Apple, Target took 5th place with 6.4% of all visits in May
  • Big-box Target has nearly double the visitors of Macy’s
  • Home Depot has powered ahead of Lowe’s by more than 10,000 monthly visitors in May, proving to be online shoppers’ favorite in the home improvement category