SimilarWeb Retail Market Intelligence Report
Contents
Introduction3
General Merchandise4
Home & Garden6
Consumer Electronics8
Apparel10
Beauty12
Sporting Goods14
Food & Beverage16
Outdoor & Hunting18
Methodology
This paper examines incoming traffic
from the US to the top ten websites in
each of eight Retail sub-categories on
desktop and mobile from May 1, 2016
through April 30, 2017. Additionally, the
paper provides usage stats for Android
apps associated with the top sites in
several sub-categories.
The retail landscape in 2017 is undergoing a dramatic transformation.
Big-name retailers teeter on the verge of the bankruptcy. Department
stores are struggling with significant declines in foot traffic and sales.
At the same time, E-commerce continues to hit new heights as the
entire customer journey shifts online, from discovery through research
to purchase.
This white paper explores the digital performance of key retailers
across eight sub-categories: General Merchandise, Home & Garden,
Consumer Electronics, Apparel, Beauty, Sporting Goods, Food &
Beverage, Outdoor & Hunting.
Among the categories there are common elements, such as seasonality,
and clear distinctions, such as geographic distribution, discrete patterns
for traffic sources and evolving models of app engagement.
Introduction
David and Goliath
Leaving aside the General Merchandise category which is a huge outlier
due mostly to Amazon, we looked at each of the categories and mapped
average monthly traffic to the top ten sites against the relative
concentration of traffic to the top three.
The categories demonstrating the highest concentration of traffic to the
most visited three sites are Consumer Electronics and Home & Garden.
At the other end of the scale, the flattest categories where traffic is spread
more evenly outside the top three are Apparel and Outdoor & Hunting.General Merchandise
Amazon leads the General Merchandise category from the front
accounting for more than half of all traffic to the top ten and
maintaining its importance as a marketplace for brands across several
verticals.
While many retailers are reducing costs, and closing brick-and-mortar
stores, Amazon is heading in the opposite direction and experimenting
with opening retail outlets in carefully selected locations. Amid
considerable turmoil across several retail verticals, Amazon continues
to challenge brands to up their eCommerce game.*fidget spinner
#1 most searched non-branded
keyword at amazon, ebay
and walmart so far in 2017.
22.5%
of referral traffic to
walmart comes from
coupon sites.
Top Ten General Merchandise Sites
*For more Digital Insights like these, visit similarweb
*https://nytimes/2017/04/30/technology/tipping-point-for-amazon-in-apparel.html
#Domain
Total Traffic
Jan - Apr 2017
Traffic Share
Jan - Apr 2017
Conversion
Rate*
April 2017
1amazon6,950.8M55.8%8.6%
2ebay2,916.1M23.4%
3walmart1,101.5M8.8%4.2%
4target464.5M3.7%
5etsy449.7M3.6%
6aliexpress168.4M1.4%
7sears120.7M1.0%
8overstock113.5M0.9%
9jet109.0M0.9%
10qvc70.7M0.6%
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