WomanWithin.com, the recently renamed web site for the Lane Bryant catalog of plus-size women’s apparel, had the highest conversion rate among U.S. online retailers, at 24.7%, according to a report from Internet research firm Nielsen/NetRatings. Home shopping site QVC was second at 16.7% and party supplies retailer Oriental Trading Company was third at 15.2%. Coldwater Creek had held the top spot in April.
In terms of apparel and accessory purchases, eBay led the way, followed by the web site of Victoria’s Secret.
Here are the top 10 sites in terms of conversion rates (limited to those with at least 500,000 unique visitors in May), according to Nielsen’s MegaView Online Retail report:
Lane Bryant Catalog, 24.7%
QVC, 16.7
Oriental Trading Company, 15.2
Blair.com, 14.5
Jessicalondon.com, 13.7
Symantec, 13.5
Roamans, 13.5
The Sportsman’s Guide, 12.2
Christianbook.com, 11.9
Lillian Vernon, 11.8
Here are the May rankings of online retailers in five categories, with total number of purchases and customers. All numbers are in thousands (+000).
Apparel & Accessories
eBay, 3,422, 1,406
victoriassecret.com, 1,103, 487
JCPenney, 702, 625
QVC, 510, 294
Old Navy, 407, 380
Home & Garden
eBay, 2,439, 1,286
Amazon, 658, 630
JCPenney, 401, 369
Target, 269, 264
QVC, 269, 174
Health/Wellness/Beauty
eBay, 634, 375
drugstore.com, 348, 313
Amazon, 289, 277
QVC, 159, 108
Victoriassecret.com, 158, 81
Computer Software
Symantec, 881, 806
McAfee, 456, 347
Amazon, 154, 144
Dell, 77, 77
eBay, 49, 48
Books
Amazon, 3,474, 3,025
eBay, 1,274, 752
Barnes & Noble, 461, 370
Abebooks, 133, 104
Christianbook.com, 112, 103