Target vs. Wal-Mart: Online Conversion Battle Heats Up

For several months, retailers have been reporting declining in-store sales but increasing online sales. So what does the all important e-commerce space look like for two of the largest retailers?

Last month, Wal-Mart (WMT) attracted more visitors than Target (TGT) to its website and 47% of Wal-Mart visitors looked at a product compared to 31% of Target visitors. However, among shoppers who viewed a product, Target had a higher shopping cart interaction rate and conversion rate.

Despite the slight lead in conversions, more Target customers abandon their carts than Wal-Mart shoppers. 47% of shoppers who begin checking out at Target do not complete their purchases, where as 35% of shoppers at Wal-Mart abandon their carts.

In general, Target leads in purchase rate and Wal-Mart boasts a smaller shopping cart abandonment rate. But how do more loyal consumers shop online?

Retailer credit card holders represent some of the most loyal, and valuable, customers. Among shoppers who accessed their credit card accounts, conversion rate for Wal-Mart shoppers edges ahead of Target to a 14% rate compared to Target’s 13%. Wal-Mart shopping cart abandonment does not change much, averaging 33% of shoppers. Target’s abandonment rate, however, drops 18% from 47% to 38%, narrowing the gap between it and Wal-Mart’s rate. It’s no surprise that competition is extremely fierce between these two rivals and I expect things to heat up even more as retailers gear up for back-to-school and the holiday season.

Comments

[overtone_sabin:]

Target apparel products are also available on Amazon.com. The discrepency in conversion rates might be explained by comparison shopping of the Target customers..

Jun 17 04:37 PM

[oceanflame:]

The short story the Walton family.

Wal-mart was the giant's shop that currently is spread almost all through the world, but inside in their wealthy, they forgot with someone who the real founder of Wal-Mart / WalMart, this Person was Mr. James Lawrence Walton/Bud Walton. All the big Walton surnames were recorded to the domain name, only JamesLawrenceWalton.com was forgotten and is currently owned by the other person in fact not Americans.

We thing There none of Walton family even his daughter, maybe they too busy to count they money.

Love and money, sometime make someone confuse …

I see it a funny thing for richest family.

Jun 24 03:15 AM

[oceanflame:]

The short story the Walton family.

Wal-mart was the giant's shop that currently is spread almost all through the world, but inside in their wealthy, they forgot with someone who the real founder of Wal-Mart / WalMart, this Person was Mr. James Lawrence Walton/Bud Walton. All the big Walton surnames were recorded to the domain name, only JamesLawrenceWalton.com was forgotten and is currently owned by the other person in fact his not Americans.

We thing There none of Walton family even his daughter, maybe they too busy to count they money.

Love and money, sometime make someone confuse …

I see it a funny thing for richest family.

Jun 24 03:17 AM

[oceanflame:]

The short story the Walton family.

Wal-mart was the giant's shop that currently is spread almost all through the world, but inside in their wealthy, they forgot with someone who the real founder of Wal-Mart / WalMart, this Person was Mr. James Lawrence Walton/Bud Walton. All the big Walton surnames were recorded to the domain name, only JamesLawrenceWalton.com was forgotten and is currently owned by the other person in fact his not Americans.

We thing There none of Walton family even his daughter, maybe they too busy to count they money.

Love and money, sometime make someone confuse …

I see it a funny thing for richest family.

Jun 24 03:17 AM

[oceanflame:]

Dude... what are you expect???
He doesn't buy she pony horse in 13th birthday...

Jul 12 09:08 PM