Conversion rates for online retailers: QVC – 16.3%, Lands End – 14.8%, Sportsmans Guide – 13.5%

Nielsen//NetRatings released the first Internet retail report card from its MegaView Online Retail service. The report card highlights the top 10 online retailers ranked by sales conversion rates, and top 15 product categories ranked by average order size during February 2005. Among the top 10 online retailers ranked by conversion rates in February 2005, only Coldwater Creek has a significant brick-and-mortar presence. The remaining nine retailers are comprised of a television shopping network, catalogs and online-only retailers. QVC marked the highest conversion rates out of approximately 117 online retailers, turning 16.3% of its site shoppers into purchasers. Lands’ End followed by converting 14.8% of its visitors into buyers, with Sportsman?s Guide ranking third by converting 13.5%. The average conversion rate is 4.9% among the top 100 retailers.

Conversion rates among
online retailer
Retailer Rate, %
QVC 16.3
Lands’ End 14.8 13.5 13.4 13.4
Amazon 12.8
Coldwater Creek 12.7
eBay 12.3
Yahoo! Shopping 12.1 11.8
Source: Nielsen//NetRatings