Wal-Mart.com catching up with Amazon and eBay

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 |  Includes: AMZN, EBAY, IAC, OSTK, SHOP-OLD, YHOO
by: David Jackson

Nielsen/NetRatings reports latest traffic numbers for November/December:

The top 10 with visitors in December ’04, December ’03 (in millions) and year-over-year growth were:

eBay, 50.9, 49.9, 2%
Amazon, 42.5, 37.4, 14%
Wal-Mart Stores, 23.8, 16.7, 42%
Yahoo Shopping, 22.6, 21.5, 5%
Shopping.com, 19.1, 17.1, 11%
Target, 17.5, 13.9, 26%
Dell, 17.5, 12.7, 38%
Best Buy, 17.3, 12.9, 34%
Overstock.com, 14.7, 8.6, 71%
Expedia, 12.7, 11.4, 11%

Average visit times at the top 10 sites were:

eBay, 1 hours, 48 minutes
Amazon, 27 minutes 13 seconds
Dell, 22 minutes, 47 seconds
Overstock, 14 minutes, 59 seconds
Wal-Mart, 12 minutes, 30 seconds
Best Buy, 12 minutes, 7 seconds
Expedia, 11 minutes, 34 seconds
Target, 10 minutes, 14 seconds
Yahoo Shopping, 6 minutes, 11 seconds
Shopping.com, 3 minutes 49 seconds

Source: Internet Retailer via Susan Mernit.

Quick comments:

  • 2% year over year traffic growth for eBay is lousy.
  • 42% year over year traffic growth for Wal-mart is impressive.
  • Ditto Dell's 38% growth and Best Buy's 34%.
  • December data showed that Shopping.com overtook Yahoo! Shopping.
  • Long visit times can be good (lots of interest) and bad (hard to find what you want quickly).
  • How pathetic that AOL doesn't even appear in the list.

Full disclosure: at the time of writing I'm long SHOP.