Unless otherwise noted, data is collected, estimated and analyzed by Internet Retailer researchers.

FINANCIAL

Web Sales: Net revenue transacted annually by the retailer on the internet. This includes ecommerce sales placed through a retailer’s own website or app in addition to sales from online marketplaces, including ones operated by Amazon.com Inc., eBay Inc., etc. These are online sales figures that include both domestic and international ecommerce revenue. Financial data is tied to the calendar year unless a company operates on a different fiscal year. If the latter is the case, the figures are for that fiscal year provided that at least half of the company’s fiscal year falls in the corresponding calendar year. Whenever possible, web sales figures come from the retailer directly—including from company reports, financial surveys or both on- and off-the-record interviews. Web sales figures may not come directly from the merchant—whether the information is unavailable because a retailer is private and doesn’t report its revenue or whether a retailer is public but doesn’t break out ecommerce figures. If web sales aren’t disclosed, Internet Retailer conducts research and estimates those figures, and estimates are marked as such. Retailers are given several opportunities to respond to and adjust estimates.

Web Sales Growth: Year-over-year web sales growth.

Total Sales: Net revenue transacted annually by the retailer. This includes all bricks-and-mortar store, ecommerce, catalog and call center sales. If a retailer is a web-only merchant, this figure will generally match the web sales number. Financial data is tied to the calendar year unless a company operates on a different fiscal year. If the latter is the case, the figures are for that fiscal year, provided that at least half of the company’s fiscal year falls in the corresponding calendar year. Whenever possible, total sales figures come from the retailer directly—either from company reports, financial surveys or on- and off-the-record interviews. Total sales figures may not come directly from the merchant, and it’s likely that the information is unavailable because a retailer is private and doesn’t report its revenue. If total sales aren’t disclosed, Internet Retailer conducts research and estimates those figures, and estimates are marked as such. Retailers are given several opportunities to respond to and adjust estimates.

5-Year Web Sales CAGR: Five-year compound annual growth rate, or the proportional web sales growth from year to year for the previous five years.The progression ratio reflects a constant rate of return and takes into consideration the amount of annual growth compounded since as base revenue grows, larger dollar gains are required to maintain the same level of growth.

CROSS-BORDER FINANCIAL

% of Web Sales from Region/Country: Share of annual web sales from consumers in a given country or region. Whenever possible, geographic shares come from the retailer directly—either from company reports, financial surveys or both on- and off-the-record interviews. Percent of web sales from region/country figures may not come directly from the merchant, and it’s likely that the information is unavailable because a retailer is private and doesn’t break out its geographic or even ecommerce segment. If geographic shares aren’t disclosed, Internet Retailer conducts research and estimates those figures, and estimates are marked as such. Retailers are given several opportunities to respond to and adjust estimates.

A checklist of web sales breakdowns by country and region:

  • U.S.
  • Canada
  • North America
  • Europe
  • Asia
  • Latin America
  • Other Regions (i.e. Middle East, Africa, etc.)

OPERATIONS

Conversion Rate: Percentage of website visits that end in a sale over the course of the year. Whenever possible, conversion rate 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 are given several opportunities to respond to and adjust estimates.

Average Ticket: Average value of individual orders through an ecommerce website over the course of the year. The metric also is sometimes known as average order value. Whenever possible, average ticket 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 are given several opportunities to respond to and adjust estimates.

Average 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, estimates from data providers such as SimilarWeb are used. SimilarWeb traffic figures are calculated from January through December in a given calendar year. Third-party and Internet Retailer estimates are marked as such, and retailers are given several opportunities to respond to and adjust estimates.

METRIC source: SimilarWeb; data time stamp: January 2019

Average Monthly Unique Visitors: A measure of how many unique people visit a website, on average, per month. Whenever possible, this data comes from retailers directly. If the data is unavailable, estimates from data providers such as SimilarWeb are used. SimilarWeb traffic figures are calculated from January through December in a given calendar year. Third-party and Internet Retailer estimates are marked as such, and retailers are given several opportunities to respond to and adjust estimates.

METRIC source: Internet Retailer analysis of SimilarWeb monthly visits data; data time stamp: January 2019

Total SKUs on Web: Number of SKUs (stock keeping unit) that a retailer has in its ecommerce store inventory.

Sales Tax Collected Outside Home State: Sales tax on an ecommerce order shipped to a consumer with an address outside of the state where a retailer’s corporate headquarters is located.

No. of States Where Sales Tax is Collected: Total number of states that collect sales tax when an ecommerce order is shipped to a consumer with an address in that state.

Sales Tax source: Internet Retailer; data time stamp: March 2019

Site Availability: Share of time during which a retailer’s website loads properly. This website performance metric from third-party data provider Blue Triangle is determined by dividing the number of measurements that did not return a 500-level error by the total number of measurements over the course of one year.

Page Load Time (Seconds): Average length of time measured in seconds for the server to load a page completely so that the onload event is triggered, including content, images, JavaScript, CSS and other external files. This website performance metric is a one-year average from third-party data provider Blue Triangle.

First Contentful Paint: The average time from navigation to the time when the browser renders the first bit of content over the course of one year.

SECTION source: Blue Triangle; data time stamp: March 2019

WEBSITE SUMMARY

Year Launched: Year the company launched ecommerce operations.

Merchandise Category: Primary type of merchandise sold. All retailers are broken into one of 14 categories.

Merchant Type: All retailers are broken into one of four merchant types—web only, retail chain, consumer brand manufacturer and catalog/call center. If a merchant falls in more than one merchant type, the classification will default to the model upon which the company was founded. Web-only retailers sell primarily online with few or no bricks-and-mortar stores; retail chains sell online but conduct most of their business in bricks-and-mortar stores; catalog/call center merchants began as print catalogs or call centers but now also sell online; and consumer brand manufacturers produce and sell their own brand of products.

URL: A list of the domain names owned and operated by a retailer.

ONLINE MARKETPLACES

This section tracks a retailer’s sales and presence through a variety of online marketplace channels and comparison shopping engines.

Marketplaces: Shopping portals that offer goods sold—and often shipped—by multiple sellers. Shoppers make purchases directly from a marketplace site.

Sell on Marketplaces: Whether a retailer sells its products on an online marketplace such as Amazon.com Inc. or eBay Inc.

A checklist of major online marketplaces:

  • AliExpress
  • Amazon
  • eBay
  • Walmart Marketplace
  • Jet.com
  • Newegg Marketplace
  • Rakuten.com
  • Sears Marketplace
  • Taobao
  • Tmall
  • MercadoLibre

SECTION source: Internet Retailer; data time stamp: January 2019

 

SOCIAL MEDIA

This section tracks whether a retailer is active on a number of social media outlets and how many browsers have engaged with or subscribed to its account.

A checklist of major social media outlets and corresponding engagement or subscriber numbers:

  • Facebook
    • No. of Likes for the page, comparable to followers
  • Twitter
    • No. of Followers
  • YouTube
    • No. of Views
  • Pinterest
    • No. of Followers
  • Instagram
    • No. of Followers
  • Snapchat
    • A yes/no on whether or not a retailer has a Snapchat
  • Blog
    • A yes/no on whether or not a retailer has a Blog

SECTION source: Internet Retailer; data time stamp: February 2019

MARKETING

Search Engine Shoppers: Average percentage of monthly site visitors over the course of a year who come from search engines such as Google, Yahoo! or Bing.

METRIC source: Hitwise; data time stamp: January 2019

New Shoppers: Average percentage of visitors over the course of a year who had not visited a given site within the previous four weeks (28 days). The average for the year would be representative of the share of a site’s visitors who hadn’t visited the site during a typical four-week period during the year.

METRIC source: Hitwise; data time stamp: January 2019

Return Shoppers: Average percentage of visitors over the course of a year who had visited a given site within the previous four weeks (28 days). The average for the year would be representative of the share of a site’s visitors who had visited the site during a typical four-week period during the year.

METRIC source: Hitwise; data time stamp: January 2019

Rank in Category: The ranking a retailer has received within its primary merchandise category as determined by annual web sales figures.

Monthly Average PPC Spend: Average monthly amount spent on pay-per-click marketing, or a model where a retailer pays a fee whenever a user clicks on its ad rather than landing on the site organically. These paid search spend figures, which are calculated based on data from January through December in a given calendar year, are available at the parent company level only and not by individual brand or URL.

METRIC source: Kantar Media; data time stamp: January 2019

EMAIL MARKETING

Monthly Email Campaigns: Number of emails sent to a customer in a one-month period. Totals can vary greatly, so averages are not provided.

% of Emails with a Promotion: Percentage of all emails sent to a customer with a special promotion, discount, closeout or early look incentive. This metric excludes welcome emails to newly subscribed shoppers.

% of Emails Optimized for Mobile: Percentage of all emails sent by a retailer that are optimized for mobile devices.

SECTION source: MailCharts; data time stamp: March 2019

INTERNATIONAL SHIPPING

This section tracks whether a retailer offers international shipping outside of the United States and which countries are eligible for delivery.

SECTION source: Internet Retailer; data time stamp: February 2019

CORPORATE INFORMATION

This section details a retailer’s corporate contact information including:

  • Names and titles of key ecommerce executives
  • Street address, city, state/province, zip/postal code, country and phone number of a retailer’s corporate headquarters
  • Parent company
  • Whether a business is public or private

SECTION source: Internet Retailer; data time stamp: February 2019

VENDORS

This section lists which companies a retailer works with for a variety of ecommerce technologies and services. If the technology or service is performed in-house, it will be marked as such. This information comes from the retailer directly, from ecommerce vendors and from website-tracking firms such as BuiltWith and Ghostery, which crawl websites to capture information on which technologies and frameworks a site is built.

Affiliate Marketing: A marketing arrangement by which an online retailer pays a commission to an external website for traffic or sales generated from its referrals.

Channel Management: Technology and services that help sellers list products and establish webstores on a marketplace. Services can include providing product descriptions/product feeds and multi-channel management, among others. Also includes vendors that prepare and monitor 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 Systems: Technology that addresses the creation, review, approval and publishing processes of web-based content.

Customer Relationship Management: Customer relationship management, or CRM, manages all aspects of interaction a company has with its customers.

Customer Reviews & Ratings: Technology that enables customer ratings and reviews of products posted on a retailer's or manufacturer's website.

Customer Service Software & Support: Provides access to customer purchasing and support history as well as access to product purchasing information from purchase to delivery. Also includes web services that enable businesses to communicate, or chat, in real time with visitors to their websites as well as vendors that supply loyalty, coupon and incentive programs.

Ecommerce Platform: Technology that provides a combination of operating system software, hardware and individual tools that enable online shopping.

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

Fulfillment Services: Labor-based services such as warehousing, packaging, delivery and return/exchange processing. Includes third-party logistics services.

Fulfillment Software: Technology and applications that automate the fulfillment process to help an online retailer receive, warehouse, package, ship, exchange and return orders.

International Ecommerce Services: Cross-border processing of an order, which can include parcel shipments, delivery, order fulfillment, returns and currency conversion.

Marketing & Advertising Services: Solutions retailers use to help them manage or conduct their online or offline advertising or marketing services.

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

Order Management: Software that helps merchants process, track and manage orders.

Payment Processing: Technology that automates payment processing for ecommerce transactions.

Payment Security/Fraud Prevention: Services that offer online customer payment security tools that protect the consumer’s personal data and provide a retailer with fraud detection support.

Personalization: The process of creating customized experiences for visitors to a website. Rather than providing a single, broad experience, website personalization allows retailers to present site visitors with unique experiences tailored to their needs and desires. 

Search Engine Marketing: Paid search and organic search software and services designed to increase exposure to internet search engines. Vendors offering paid and organic search software and services designed to increase exposure to internet search engines.

Security Certification: Service providers that offer a secure web connection by Single Socket Layer (SSL) protocol in an effort to protect a consumer's personal data.

Shipping Carrier: Transportation companies that deliver an online retailer’s goods to consumers.

Site Design & Development: Services including planning, creating, building and maintaining ecommerce sites. Also includes companies that provide a range of interactive technologies like video, audio, dynamic imaging, augmented/virtual reality or other elements that encourage visitors to interface and engage with site content.

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: The use of social media platforms as marketing tool to place messages and track consumer use of company and product names.

Web Analytics: The measurement, collection, analysis and reporting of web data for the purposes of understanding and optimizing web usage. Metrics studied include how many people visited a site, how they came to the site and what keywords they search while using the site’s search engine, among many others.

Web Hosting/Cloud Services: Includes cloud computing services for building, testing, deploying and managing applications and services through a network of managed data centers. Also includes web hosting vendors that operate website data servers either at a data center or a co-location facility.

Web Performance Monitoring: The process of using controlled experimentation to improve a website's ability to achieve business goals as well as metrics that provide a business with knowledge of its website's performance.

 

SHOPPER PROFILE

This section tracks demographic data of shoppers on a retailer’s site and reflects the share of a merchant’s shoppers belonging to a certain gender, age range and annual household income group. The demographic breakdowns provided by Hitwise are calculated based on traffic data from January through December in a given calendar year.

SECTION source: Hitwise; data time stamp: January 2019

MOBILE COMMERCE

Mobile Website: Whether or not a retailer has a website formatted for browsing on a mobile device.

Mobile App: Whether or not a retailer offers a mobile app.

% of Web Sales from Mobile Devices: The share of online sales via a retailer's mobile site combined with sales through its phone and tablet apps

SECTION source: Internet Retailer; data time stamp: March 2019

 

WEBSITE FEATURES & FUNCTIONS

This section tracks which main features and functionality a retailer’s website offers to shoppers.

Customer Ratings/Reviews: Website includes customer reviews and ratings of an item. This allows consumers to describe their experience with a given product.

Customer-Generated Content: Community-based, user-posted content such as photos or videos.

Interactive Tools: Tools to assist customers with finding “best match” products based on either answering a series of questions or offering design-related tools.

Loyalty Program: Free, incentivized shopping program where shoppers earn rewards— which can include dollars back, discounts, free shipping, free gifts and other bonuses—for purchases.

Predictive Type: Product options appear via text when you type a few letters into a search bar.

Preview Search: Product images appear when you type a few letters into a search bar.

Product Q&A: Option for customers to ask a question about a specific product that is answered by other customers or the retailer.

Product Sharing Tool: Allows a customer to share product content, such as a description or photo, with someone else via email, social media, etc.

Quick View: A button that allows a shopper to enlarge a product image and often view an abbreviated description via a pop-up window rather than navigating away from the current homepage or search results to an individual product page.

Registry: Online registry where shoppers can create a list of desired gift items to be shopped by friends and family members for occasions such as weddings, baby showers, housewarming parties and other events.

Video: Product videos featured anywhere on the website.

Wish List: Online list where shoppers can add desired items onto a wish list or list of favorites for purchase at a later time.

SECTION source: Internet Retailer; data time stamp: March 2019

 

PAYMENT SYSTEMS

This section tracks which payment options a retailer offers to a shopper completing a purchase.

A checklist of major payment methods:

  • Affirm
  • Alipay
  • Amazon Pay
  • American Express
  • American Express Checkout
  • Apple Pay
  • Bitcoin
  • Diners Club
  • Discover
  • Electronic Check, or a form of internet- or data network-based payment such as a direct deposit system
  • Gift Cards/Gift Certificates
  • Google Pay
  • JCB
  • Klarna
  • MasterCard
  • Masterpass
  • Pay with Cash
  • PayPal
  • PayPal Credit
  • Private-Label Credit Card, or a credit card issued by the retailer that can only be used at that store.
  • Samsung Pay
  • Splitit
  • Venmo
  • Visa
  • Visa Checkout

SECTION source: Internet Retailer; data time stamp: November 2018

CUSTOMER SERVICE

This section tracks which customer service features a retailer offers.

Auto-Replenishment: A service which sends/resends customers the same types of products that need to be replenished on a frequent basis like dog food, laundry detergent or food items.

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

Free Return Shipping: A package can be returned free of charge without return shipping costs if an item doesn’t meet a shopper’s needs or if it’s damaged or incorrectly delivered.

Free Shipping: A package is delivered without the customer incurring an additional fee for shipping costs.

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

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

Next-Day Delivery: A package that is shipped to a customer and delivered the day after an order is placed if it’s finalized within a certain shipping time frame.

Online Return Processing: Allows customers to submit a return request by logging into their customer account, locating the order they wish to return and following the instructions for submitting a return.

Same-Day Delivery: A package that is shipped to a customer and delivered the same day an order is placed if it’s finalized within a certain shipping time frame.

Buy Online Pick Up in Store: Items can be purchased online and picked up at a local bricks-and-mortar store.

Curbside Pickup: Customers order online and a store employee delivers purchases to their vehicles, typically in a pre-designated location in the parking lot.

In-Store Stock Count: Informs customers the item is in stock and/or the quantity of a product that is available in store for purchase.

Make an In-Store Appointment: Customers book online appointments to meet with an associate in store.

No. of Stores: A count of the bricks-and-mortar stores a retailer operates.

Reserve Online, Pick Up in Store: Items can be reserved online and then picked up and paid for at a local bricks-and-mortar store.

Store Locator: A tool to help shoppers find the nearest local store.

Store Returns: Allows for a customer to return a delivered item that was purchased online to a bricks-and-mortar store and exchange it for another product or process a return for a refund.

SECTION source: Internet Retailer; data time stamp: March 2019

SOCIAL MEDIA

This section tracks whether a retailer is active on a number of social media outlets and how many browsers have engaged with or subscribed to its account.

A checklist of major social media outlets and corresponding engagement or subscriber numbers:

  • Facebook
    • No. of Likes for the page, comparable to followers
  • Twitter
    • No. of Followers
  • YouTube
    • No. of Views – SHOULD THIS BE SUBSCRIBERS?
  • Pinterest
    • No. of Followers
  • Instagram
    • No. of Followers
  • Snapchat
    • A yes/no on whether or not a retailer has a Snapchat
  • Blog
    • A yes/no on whether or not a retailer has a Blog

SOCIAL MEDIA

This section tracks whether a retailer is active on a number of social media outlets and how many browsers have engaged with or subscribed to its account.

A checklist of major social media outlets and corresponding engagement or subscriber numbers:

  • Facebook
    • No. of Likes for the page, comparable to followers
  • Twitter
    • No. of Followers
  • YouTube
    • No. of Views – SHOULD THIS BE SUBSCRIBERS?
  • Pinterest
    • No. of Followers
  • Instagram
    • No. of Followers
  • Snapchat
    • A yes/no on whether or not a retailer has a Snapchat
  • Blog
    • A yes/no on whether or not a retailer has a Blog

SOCIAL MEDIA

This section tracks whether a retailer is active on a number of social media outlets and how many browsers have engaged with or subscribed to its account.

A checklist of major social media outlets and corresponding engagement or subscriber numbers:

  • Facebook
    • No. of Likes for the page, comparable to followers
  • Twitter
    • No. of Followers
  • YouTube
    • No. of Views – SHOULD THIS BE SUBSCRIBERS?
  • Pinterest
    • No. of Followers
  • Instagram
    • No. of Followers
  • Snapchat
    • A yes/no on whether or not a retailer has a Snapchat
  • Blog
    • A yes/no on whether or not a retailer has a Blog