Saturday, December 09, 2006

Shopping Brands v. Shopping for Deals

Doing any holiday shopping online this Christmas season? Are you conditioned to shop brands (either brick and mortar retailers or online) or are you shopping for deals? I for one am conditioned to shop brands, but clearly not everyone shopping the web this holiday season is. On Monday, Dec 4th the NY Times reported the "Top 10" Cyber Monday traffic results:

The winners: as measured by unique visitors (growth over 2005 in parens)

1) eBay - 9.5MM (-6%)
2) - 4.6MM (+24%)
3) - 3.4MM (+57%)
4) Dell - 2.5MM (+35%)
5) - 2.4MM (+8%)
6) Shopzilla - 1.9MM (+42%)
7) - 1.8MM (+17%)
8) - 1.6MM (-20%)
9) Circuit City - 1.4MM (+18%)
10) MSN Shopping - 0.3MM (+164%)

Surprising to me was to see Shopzilla, a comparison shopping destination acquired last year by EW Scripps, increase uniques by 42% and placing it in the top 10 above Best Buy, Circuit City and MSN. While unique visitor traffic is not a direct reflection of revenue, seeing a comparison shopping destination rank so high among these high profile brands is yet another indication of how Web 2.0 companies are stimulating interest among consumers and influencing online shopping behavior.

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