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Revealed - Britain’s Strongest Online Retail Brands

News, 21 October 2004


New research from global website measurement specialist Hitwise has identified the UK's leading online retail brands, based on searches by 8.4 million British web-users.

Leading the pack by a substantial margin is auction site eBay, accounting for nearly 30% of all visits to the UK Etail sector – four times as many as runner-up Amazon.

In the four weeks to 9 October 2004, the search term 'ebay' (and associated iterations) were responsible for 5.22% of all successful queries - defined as those that resulted in a visit to a site in the Etail category. Amazon and its brand iterations accounted for 1.3%.

In the period measured, the Top Twenty Shopping & Classifieds brands (by percentage of click-throughs to sites) were ...

01    eBay 5.22%
02    Amazon 1.30%
03    Argos 0.85%
04    Tesco 0.61%
05    Currys 0.46%
06    B&Q 0.40%
07    Comet 0.39%
08    PC World 0.39%
09    Next 0.31%
10    John Lewis 0.28%
11    Marks & Spencer 0.27%
12    Dixons 0.21%
13    Kelkoo 0.21%
14    Dell 0.20%
15    Debenhams 0.19%
16    Asda 0.18%
17    HMV 0.17%
18    Play.com 0.17%
19    Top Shop 0.16%
20    Toys R Us 0.16 %

According to Hitwise UK general manager Simon Chamberlain: "The moment when consumers hit 'search' on their favourite search engine is a moment of truth for any brand.

"This data, based on the largest sample of UK internet usage available, reveals those companies whose brands have cut through the noise and are front of mind for UK consumers in the run up to Christmas."

The picture varies slightly when the data is analysed by individual sites as opposed to brands (the Ebay brand, for example, has three sites; as does Tesco). This is the lineup by sites for the single week ended 9 October …

        Name / Domain / Market Share
01    eBay UK / www.ebay.co.uk / 28.99%
02    eBay / www.ebay.com / 5.95%
03    Amazon UK / www.amazon.co.uk / 5.35%
04    Kelkoo UK / uk.kelkoo.com / 3.12%
05    eBay Motors UK / www.ebaymotors.co.uk / 1.77%
06    Dell Europe / www.euro.dell.com / 1.39%
07    Play.com / play.com / 1.25%
08    Tesco.com / www.tesco.com / 1.05%
09    Argos / www.argos.co.uk / 0.90%
10    Amazon.com / www.amazon.com / 0.88%
11    DealTime UK / www.dealtime.co.uk / 0.64%
12    Tesco Register / www.tesco.com/register / 0.56%
13    Tesco Superstore / www.tesco.com/superstore / 0.54%
14    Next / www.next.co.uk / 0.50%
15    MSN eShop / eshop.msn.com / 0.41%
16    Comet UK / www.comet.co.uk / 0.39%
17    Ebuyer / www.ebuyer.com / 0.36%
18    B&Q /www.diy.com / 0.36%
19    Amazon.co.uk / Auctions auctions.amazon.co.uk / 0.34%
20    Currys / www.currys.co.uk / 0.34%

Data sourced from MrWeb.com (UK); additional content by WARC staff