Web Sales: Net revenue transacted annually by the retailer on the Internet. This includes e-commerce sales from on a retailer’s own website, in addition to sales from online marketplaces, including ones operated by Inc. or eBay Inc. For retailers based in North America, these are global online sales figures. For companies based outside of North America, these numbers are U.S. only. Figures are for the calendar year, unless a company operates on a fiscal year, in which case, the figures are for that fiscal year. Whenever possible, web sales figures come from the retailer directly. When web sales figures do not come directly from the merchant itself, Internet Retailer estimates those figures, and estimates are marked as such. Retailers get multiple opportunities to respond to estimates.

5-Year CAGR:Five-year compound annual growth rate, or the average web sales growth per year for the previous five years.



Average Ticket: Sometimes known as Average Order Value, this is a measure of the average value of a total sale on a website. Whenever possible, this data comes from retailers directly. In some cases, Internet Retailer estimates these figures, and estimates are marked as such. Estimates are based on industry knowledge, category averages and expert input. Retailers have multiple opportunities to respond to estimates.

Average Ticket Index: A measure of a retailer’s average order value in comparison to its most direct competitors (up to 10 points; 10 is the top score).

Conversion Rate:The portion of website visits that end in a sale. Whenever possible, this data comes from retailers directly. In some cases, Internet Retailer estimates these figures, and estimates are marked as such. Estimates are based on industry knowledge, category averages and expert input. Retailers have multiple opportunities to respond to estimates.

Conversion Rate Index: A measure of how often retailers’ customers convert in comparison to its most direct competitors (up to 5 points; 5 is the top score).

Internet Retailer Performance Score: Each Top 500 or Second 500 merchant is ranked by its Internet Retailer Performance Score, a proprietary scoring system that measures merchants’ success in online retail in comparison to their peers, and to the overall e-commerce market. Internet Retailer factored in the following 10 metrics into its score: yearly web sales, yearly web sales growth, 5-year compound annual web sales growth rate, each merchant’s rank in its respective merchandise category, a comparison of each merchant’s yearly growth rate to the collective growth rate of all Top 500 or Second 500 merchants in the same category, conversion rate index, average ticket index, a check of whether or not retailers have a mobile-optimized site, the time it takes to load a website and the percentage of site traffic each merchant receives from social networks.

Merchandise Return Rate: Of all items purchased on a website, what portion is returned.

Monthly Unique Visitors: A measure of how many unique persons visit a web site, on average, per month. Whenever possible, this data comes from retailers directly. If the data is unavailable, third-party estimates from data providers such as comScore Inc. or Millward Brown Digital are used. Third-party and Internet Retailer estimates are marked as such, and retailers have multiple opportunities to respond to estimates.

Monthly Visits: A measure of how many times a website is visited, on average, per month. Whenever possible, this data comes from retailers directly. If the data is unavailable, third-party estimates from data providers such as comScore Inc. or Millward Brown Digital are used. Third-party and Internet Retailer estimates are marked as such, and retailers have multiple opportunities to respond to estimates.

States Sales Tax Collected In: The number of U.S. states in which a retailer collects sales tax.


CORPORATE INFORMATION:This contains the headquarters address and phone number, and the names and titles of key e-commerce contact at each company. For international listings, information is often for the local location and contact.



Merchandise Category: All retailers are broken into one of 15 primary merchandise categories.

Merchant Type: All retailers are broken into one of 4 merchant types—Web only, Retail chain, Consumer brand manufacturer and Catalog/Call center. If a retailer falls in more than one merchant type, researchers use their judgment to determine the model upon which the company was founded.

Year Launched:Year the company launched e-commerce operations.


SUPPLIERS:This section lists which companies retailers work with for various e-commerce technologies and services. If the technology or service is performed In-house, the data will show “In-house.” This information comes from the retailer directly, from e-commerce suppliers and from website tracking firm BuiltWith, which crawls websites to capture information on which technologies and frameworks a site is built.

Affiliate Marketing: Software/services to manage how retailers using other online marketers as a source of referrals

Comparison Engine Feeds: Prepares and monitors product data flow to online price comparison platforms and shopping marketplaces.

Content Delivery: A system that copies the pages of a website to geographically dispersed servers. When a page is requested, content is identified and served from the closest server to the users, enabling faster delivery.

Content Management: Technology that addresses the content creation, review, approval and publishing processes of web-based content.

CRM: Customer relationship management, or CRM, is technology that manages all aspects of interaction a company has with its customers, whether they are sales or service-related.

Customer Reviews & Forums: Technology that enables customer ratings of products posted on a retailer’s or manufacturer’s website.

Customer Service Software: Provides access to customer purchasing and support history as well as access to product purchasing information from purchase to delivery.

E-Commerce Platform: Providers who combine operating system software, individual tools and hardware that enable online shopping.

Email Marketing: An electronic mail variation of the traditional method of marketing directly to consumers via bulk mail.

Fulfillment: Companies that help online retailers receive, warehouse, package and ship orders.

International Services: Cross-border processing of an order that can include picking, packing, shipping and delivery of the product.

Live Chat/Click to Call: A web service that enables businesses to communicate, or chat, in real time with visitors to their websites.

Marketplace Management: Technology and services that help sellers list products and establish webstores on a marketplace. Services can include providing product descriptions and payments among others.

Mobile Commerce: Technology that enables e-commerce transactions to be conducted on mobile devices, such as smartphones and tablets.

Online Advertising: Vendors that provide marketing and promotional tools and advice for online retailers that advertise on their web site.

Order Management: Software a merchant uses to process, track and manage orders.

Payment Security: Service providers that offer online customer payment security tools that protect the consumer’s personal data and provide retailers with fraud detection services.

Payment Systems: Vendors that provide payment processing for e-commerce transactions.

Personalization: Software that defines and implements business guidelines for offering content specific to a certain website user or group of users.

Rich Media: Companies that provide a broad range of advanced interactive technologies commonly used on web pages, such as streaming video.

Search Engine Marketing: Vendors offering paid search and natural search software and services designed to increase exposure to Internet search engines.

Security Certification: Firms that provide a secure web connection by Single Socket Layer (SSL) protocol. For an SSL connection to be created, both sides must have valid security certificates issued by a certificate authority.

Shipping Carrier: Transportation companies that deliver web retailers’ goods to consumers and businesses.

Site Design: Companies that consult on or provide services including planning, creating, building and maintaining e-commerce sites.

Site Search: Software that organizes and presents website content and also tracks how site visitors use the tool, such as by analyzing keywords.

Social Media Marketing: Internet marketers that use social network websites as marketing tools, to place messages and track consumer use of company and product names.

Web Analytics: Web analytics software measures such concrete details as how many people visited a site, how they came to the site and what keywords they search with on the site’s search engine.

Web Hosting: Vendors that operate website data servers either at a data center or a co-location facility.

Web Performance Monitoring: Metrics that provide a business with knowledge of its website’s performance.

Web Site Testing/Optimization: Vendors that provide site testing software and/or tools that help improve site performance and optimize layout.


Customer Satisfaction (Top 100 Only)

The Top 100 Online Retail Satisfaction Index, provided by ForeSee, an Answers company, measures browser satisfaction for the top 100 online retailers by sales volume, as reported in the Internet Retailer Top 500 Guide. Satisfaction data was collected through a consumer panel and analyzed using ForeSee’s methodology, which is founded on that of the American Customer Satisfaction Index (ACSI), developed at the University of Michigan.

Browser Satisfaction (Top 100 only): On a scale with 100 as the highest rating, this metric assesses the degree to which a consumer, the browser, is satisfied with a website visit.

Call Hold Time (mins. and sec.): Avg. consumer wait time on phone hold, measured by StellaService.

Email Response Time (hours and mins.): Avg. time for retailer to reply to consumer email, measured by StellaService.

Multichannel Value Index (Top 100 only): On a scale with 100 as the highest rating, this score is based on the relationship between browser satisfaction and multichannel purchase intent and is designed to be a benchmark by which top e-retailers can compare how effectively their website drives overall sales.

Purchase Intent Score (Top 100 only): On a scale with 100 as the highest rating, this metric assesses the degree to which a consumer visits a website intending to buy something.



Consistency: the standard deviation of the response times of successful site load tests. A low number indicates a more consistent response time each time a user visits a web site.

Response Time (seconds): The average length of time needed for a retailer’s web site to load.

Site Availability: The percentage of time during which a retailer’s web site loads properly. 100% is a perfect availability rate.



% Traffic from Paid Search: The percent of traffic a retailer receives from a visitor who clicks-through from a paid ad on a search engine. Millward Brown Digital

% Traffic from Natural (Organic) Search: The percent of traffic a retailer receives from natural search results.

% Traffic from Social Media: The percent of traffic a retailer receives from a visitor who clicks through from a social media platform such as Facebook or Twitter. Monthly average Millward Brown Digital.

% Traffic from Direct: The percent of traffic a retailer receives from a visitor who specifically typed in the company name (i.e. Urban Outfitters).

% Traffic from Display: The percent of traffic a retailer receives from a visitor who clicked through from rich media displays such as digital banner ads, video, or audio (not plain text ads).

% Traffic from Email: the percent of traffic a retailer receives from any email campaign such as an email announcing a sale, preferred customer flash sale, back-in-stock reminder, etc. SimilarWeb.

% Traffic from Referrals: The percent of traffic a retailer receives from outside a search engine such as a visitor who clicks on a hyperlink to get to the site.

Monthly Average Paid Search: Measures the monthly average retailers spend on placing ads for products and services on the internet. Payment is made when users click through to the retailer’s site from the ad.

New Shopper: Measures the monthly percentage of new visitors who make a purchase on a retailer’s website.

Return Shopper: Measures the monthly percentage of shoppers who have previously made a purchase on a retailer’s website.

Search Engine Shoppers: Measures the monthly percentage of site visitors who come from a particular search engine such as Google, Yahoo, Bing etc.



Gift With Purchase: Promotional gift when a purchase is made.

Internet Only Sales/Promotions: Retail chains sometimes will have sales/promotions that are available only online and not in stores.

Limited Hour Specials: A promotion that is only available for a limited amount of time.

Sweepstakes/Contest: The retailer offers online sweepstakes and contests.



Payments: Retailers will accept one or more of the payment methods listed.

·         American Express

·         Bill Me Later

·         Deferred Payment

·         Discover

·         eBillme

·         eLayaway

·         Electronic Check

·         Google Wallet

·         MasterCard

·         PayPal

·         PayPal Express Checkout

·         Private Label Credit Card

·         Stored Value Cards

·         Visa


Shopper Profile: This section features data from Millward Brown Digital showing the percentage of site shoppers belonging to multiple demographics – these are broken out by gender, age, and household income. For example, what percentage of customers are between the ages of 25 to 34? Or what percentage of shoppers make between $30,000 and $60,000 per year?

·         Female

·         Male

·         Age 24 or less

·         Age 25 to 34

·         Age 35 to 44

·         Age 45 to 54

·         Age 55 and up

·         Annual Household Income $30,000 or less

·         Annual Household Income $30,001 to $60,000

·         Annual Household Income $60,001 to $100,000

·         Annual Household Income More than $100,000

·         Avg. Time Per Visit: the amount of time (in minutes and seconds) that a retailer’s average shopper spends on the web site.


Web Site Features & Functions

Affiliate Program: A relationship in which a merchant pays an affiliate, a person who advertises products on their blog or web site for the retailer, most programs will have links from the affiliate site to the retailer site.

Alternate Views: Images that provide multiple angles of the product

Catalog Quick Order: Companies that sell through print catalogs and offer the option to buy catalog items online. Instead of calling the company, consumers can enter the catalog number of the item into the retailer’s website and proceed with the purchase through the website.

Color Change: Product page allows consumers to change the color of the item, and new colors are reflected in the product images.

Coupons/Rebates: Retailer offers a designated section for cash back or coupons for online products

Customer Ratings/Reviews: The product page includes customer ratings/review of the item where consumers can rate and describe their experience with the product.

Enlarged Product View: In the product page, the retailer enable consumers to click for a larger view of the item.

Frequent Buyer Program:  A loyalty program where a customer can sign up to receive perks for regular purchases.

Frequently Asked Questions: A designated section of the website where retailers answer common questions from the online shopper.

Gift Center: A designated part of the website where consumers can shop gifts by price, occasion or recipient.

Gift Message: Retailer allows consumers to craft a personalized message to the gift recipient.

Gift Wrap: Items purchased can be gift wrapped.

Guided Navigation: The website offers consumers a detailed look at their search and filter parameters to ensure the consumer can browse by category and find the item faster.

Interactive Catalog: An online catalog that allows the consumer to click on the product and go directly to the product page.

Mouse Over: Mouse over is when a consumer can zoom a product or find information on that product simply by placing the mouse cursor above the product’s image.

Online Circular: Retailer offers consumers online access to its weekly round-up of discounts and promotions that is often printed and included in regional newspapers.

Online Gift Certificates: Gift certificates available to be purchased online.

Outlet Center: An outlet center is a discount category of the website which will have deals and sales.

Personalization: Consumers can customize the product.

Pre-Orders: Pre-orders is when the product is not available for purchase but the consumer may pre-order it and it will be charged and delivered upon arrival.

Product Comparisons: Retailers allow online consumers to select multiple items to view against each at the same time to compare on certain parameters.

Product Customization: Consumers can customize/personalize the products.

Product Ratings: Retailers show online consumers how an item is rated, such as on a 5-star scale, or a 1-100 scale.

Product Recommendations: The retailer will offer suggestions or certain items they may be interested.

Product Slidebars: Online consumers are given the ability to filter search results with slidebars, or buttons that can be dragged back and forth, to designate certain parameters such as product prices.

Real-time Inventory Check: A view at an online store’s available inventory. Usually it will state, “in stock” or “only x amount left.”

Registry: Consumers can create their online registry of desired gift items for such occasions as weddings, baby showers and parties.

Site Map: A detailed rundown of all elements available on that website.

Store Locator: Consumers can search online for their nearest local store.

Store Pick-up: Item may be purchased online, and pick-up is available at a local store.

Store Return: Item may be purchased online and returned at a local store.

Syndicated Content: Manufacturer’s description of the product, usually found on large appliance items or tools.

Top Sellers: Retailers offer a designated section of the website for products that have been selling the most.

Videos: Retailer includes product videos on product pages.

Wish List: Consumer can add desired items into a wish list to be purchased at a later time.

Zoom: In the product page, the ability to zoom in and out of product images.


Customer Service

Account Status/History: The ability for a shopper to log into their personal account and track prior orders.

Buy Online/Pickup In-Store: The ability to purchase an item online and pick it up at a local physical store.

Click to Call/Click to Talk: One-click ability to engage in live chat or a phone call with a customer service representative.

Currency Converter: A tool that automatically converts prices of goods from one currency to another (i.e. convert from U.S. Dollars to Euros).

Customer Center Hours: Daily hours posted for a customer service center/support line.

Customer Service Call Support: An active customer service line that shoppers can call for advice or to solve a problem.

E-Gift Certificate: The ability to email a digital gift certificate/card to another person.

E-Mail: One-click ability to contact a retailer via email.

Estimated Delivery Date: An estimated arrival time/date of for a package that is being shipped.

Express Checkout: The ability to quickly process a transaction and bypass the usual shopping cart checkout steps.

Free Return Shipping: Customers can return a package free of charge should it not meet their needs or if is damaged/incorrectly delivered.

Free Shipping: Customers receive their package without having to pay an additional fee for having it shipped.

Gift Wrap: Customers can choose have a product gift wrapped, as opposed to plain packaging.

In-Store Returns: The ability for a customer to return a delivered item to a physical store and exchange it for another product or refund.

International Shipping: A retailer ships its goods outside of its country of origin.

Live Chat: The ability for customers to speak with a customer service representative in a live chat pop-up window that is linked to from a retailer’s site.

Multiple Languages: Customers can choose to view a retailer’s web site in more than one language.

Overnight Shipping: Products can be shipped to a customer the day after an online order is placed.

Pre-Paid Labels: Return shipping labels that are free of charge in case an order is deemed unsatisfactory and needs to be sent back to a retailer.

Return Policy Posted: A retailer posts its policy regarding product returns, with details on how long a customer has to return the product and under what circumstances that is acceptable.

Return Window Days: The amount of time a customer has to return a product should it not meet their expectations.

Ship to Multiple Addresses: The ability to ship part of an order to one address and other items to a different address.

Shipment Tracking: The ability for a customer to track their order in real-time.

Shipping Cost Calculator: A tool that automatically calculates the cost of shipping for a given purchase based on type of shipping and distance.

Shipping Cut-Off Time: A retailer tells its customers the latest time during the day by which an order can be placed in order to receive the shipment during the promised time span. For example, an order must be placed before 5pm in order for it to qualify for next-day shipping.


Shopping Engines & Online Marketplaces: This section tracks the shopping comparison sites and online marketplaces on which a retailer sells its goods.

·         Amazon


·         Bing


·         eBay


·         Google Shopping

·         Nextag

· Inc.

·         Pronto Inc.




·         Shopzilla Inc.


·         Yahoo Shopping


Social Media: This section tracks if a retailer is active on one of several social outlets, and how many participants have signed up for that retailer’s social media account.

·         Facebook (Number of Likes)

·         Pinterest (Number of Followers)

·         Twitter (Number of Followers)

·         YouTube (Number of Videos)

·         Blog

·         Like Button: Ability to like a retailer’s Facebook page from web site.

·         Tweet It Button: Ability to post to Twitter from a retailer’s web site.

·         Pin It Button: Ability to post to Pinterest from a retailer’s web site.

·         +1 Button: Ability to post to Google+ from a retailer’s web site.

·         E-Mail a Friend


Email Marketing

Have an email program: Indicates if retailer sends any type of email to customers to keep them informed of sales, special offers, new arrivals etc.

No. of monthly email campaigns: Indicates the amount of emails sent to a customer in a one month period. Totals can vary greatly so averages are not provided.

Opt-in is located prominently: Indicates if the option to sign up for retailer emails is easily found on home page and visitor does not have to search for it (i.e. on the very bottom of the homepage).

Shopping Cart Abandonment Email (SCA): An email sent to a visitor from the retailer reminding them that they placed merchandise in the shopping cart but did not complete the purchase. Some retailers send out as many as three or four follow-up emails to secure the sale.

Use a series of welcome emails: Indicates which retailer sends more than one welcome email after visitor sign up. Generally each follow-up email will have a special discount offer or promotion to provide purchase incentive and each batch sent will have higher discounts. For example the first email might offer 10% discount, the second a 20% discount and the third a 40%.

Incentive offered: Any emails sent to current customers with special promotion, discount, closeout, or early look incentive. Not associated with welcome emails to newly signed-up visitors.


International Shipping: Indicates if retailer offers international shipping (outside of North America) and lists each country where shipping is eligible.

·         Canada

·         Mexico

·         Argentina

·         Brazil

·         Chile

·         Peru

·         Austria

·         Belgium

·         Denmark

·         Finland

·         France

·         Germany

·         Greece

·         Hungary

·         Ireland

·         Italy

·         Netherlands

·         Norway

·         Poland

·         Portugal

·         Russia

·         Spain

·         Sweden

·         United Kingdom

·         Australia

·         China

·         Hong Kong

·         India

·         Indonesia

·         Japan

·         New Zealand

·         Singapore

·         South Korea

·         Taiwan

·         Thailand

·         Turkey

·         Israel

·         Saudi Arabia

·         United Arab Emirates

·         South Africa

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