Amazon, eBay Jockey for Holiday E-Commerce Lead

Share this article:
Holiday shoppers, many of them bargain hunters, spent $6.2 billion in November, up 22 percent from last November, according to a new online spending report by Goldman Sachs, Harris Interactive and Nielsen//NetRatings.


Forty percent surveyed said price swayed their decision to shop online. Wider selection and product comparison were other key factors.


EBay upstaged Amazon as the top online shopping destination for the week ending Dec. 1 in the books, music and video/DVD categories. Nielsen//NetRatings said eBay attracted a unique audience of 11.98 million visitors vs. Amazon's 10.24 million. Yahoo Shopping drew 7.39 million visitors and MSN Shopping 3.13 million.


"I do think with this holiday season, a lot of people are being very price-conscious, and ... that eBay really has over the last three years established a considerably loyal user base and become a pretty strong player in the 2002 holiday season," said Patrick Thomas, senior analyst at Nielsen//NetRatings, New York.


Still, Amazon had a commanding lead in the number of books, music CDs and video/DVDs bought online in an average week in November. The Seattle retailer has a 35.2 percent share this year compared with eBay and its Half.com arm at 10.6 percent. But Amazon's share is down from 36.9 percent last year while eBay's share last year was 4.6 percent.


On the same note, a GartnerG2 study said consumers are buying the same types of items for the holidays that they buy year-round online: toys, games and video games.


"What they're buying online is what we call the sweet spot of the Internet -- the things that are either shrink-wrapped media products or clothing, but mainly the kinds of clothing that people are used to buying from catalog retailers and the like," said David Schehr, research director at GartnerG2, Stamford, CT.


This reinforces how well consumers today understand the strengths of the Internet, a September survey of 1,317 U.S. adults said.


GartnerG2 predicts North American consumers will spend $15.7 billion online this holiday season, up 32.1 percent over the same time last year. Worldwide online holiday sales will touch $38.2 billion, up 48.4 percent.


Again, Amazon and eBay are expected to be large beneficiaries of holiday e-commerce. They were among the four sites out of 70 cited by respondents as online-only brands they plan to shop with, showing the preference for multichannel retailers and the options they offer.


GartnerG2 said Amazon was mentioned by 22 percent of those surveyed while eBay was preferred by 11 percent. Amazon's total rises to 28 percent if Toysrus.com and circuitcity.com, sites run by Amazon, are included.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Complexity's What Marketers Got, Simplicity's What They Want

Complexity's What Marketers Got, Simplicity's What They Want

Customer insights managers want campaign management tools to remain easy to use, even as they up their games with multi-layered campaigns.

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.