Safeway’s grocery site bags the top spot in customer engagement

July 20, 2016 01:55 PM

Food, or at least food sites, attract and keep consumers’ attention.

Safeway Inc.’s site,, led the list of the 10 most popular U.S. shopping websites in June as measured by the average number of pages viewed per visit on desktop, according to web analytics company SimilarWeb, which monthly ranks U.S. e-retailers with the longest visitor time on site through desktop visits, mobile visits and apps.

Safeway’s grocery delivery website averages more than 22 pages per visit on average, SimilarWeb finds. Shoppers can browse groceries by aisle, find recipes and schedule one-hour delivery. “Despite the fact that in the recent years, other companies like Amazon (Amazon Fresh) and Walmart entered this niche, Safeway manages to drive the highest engagement when it comes to the online sector,” Pavel Tuchinsky, SimilarWeb’s digital insights manager, says.

Safeway is No. 147 in the Internet Retailer 2016 Top 500 Guide, while Inc. is No. 1 and Wal-Mart Stores Inc. in No. 4.

Food preparation and storage also manages to drive consumer engagement. Tupperware Brands Corp., No. 644 in the Internet Retailer 2016 Second 500 Guide, finished second in June engagement rankings, averaging nearly 18 page views per average visit on desktop. It was’s first appearance in SimilarWeb’s rankings, driven by the site’s extensive range of products and the “join us” section for scheduling Tupperware parties or becoming a consultant.

Cute critters keep shoppers clicking and staying on toy retailer Build-A-Bear Workshop Inc.’s (No. 663) site, which ranked ninth in June. customers browse toy selection by category, price range, gender, color, collection and occasion. “Customers can also purchase clothing and accessories for your furry loved one—making it hard to leave the website,” Tuchinsky says.

Among mobile visit rankings, personalized gifts retailer Things Remembered Inc. (No. 335) was a clear leader in June with more than 18.5 average pages per visit, according to SimilarWeb. United Kingdom-based apparel retailer Boden (No. 58) placed fifth in mobile rankings, averaging 10.44 average pages per visit because its “intuitive site provides convenient filtering options and a seamless checkout process.”

Safeway also made the mobile engagement top 10 list, placing sixth and “demonstrating that the mobile experience of their users is on par with the desktop one with an average of almost 10 pages per visit,” Tuchinsky says.

Here are the rankings from SimilarWeb:




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