The UK online retail sector attracted 29 million unique visitors in October 2007, which amounts to 89% of the country’s total online user base in that month, according to the latest figures from comScore.
The most popular online property was eBay, which attracted 22.2 million unique visitors or 68% of the UK’s total internet audience.
eBay was followed by another pure play online retailer, Amazon Sites, which attracted 14.3 million unique visitors to gain a 44% reach. The highest ranking multi-channel retail property was Apple Inc, with 10.5 million unique visitors.
| Top 10 UK Retail Properties, Ranked by UK Unique Visitors, Total UK, Age 15+ – Home & Work Locations* |
| Property |
Total Unique Visitors (000) |
% Reach |
| Total UK Internet Audience |
32,444 |
100 |
| Retail |
29,027 |
89 |
| eBay |
22,191 |
68 |
| Amazon Sites |
14,265 |
44 |
| Apple Inc. |
10,490 |
32 |
| Home Retail Group |
8,675 |
27 |
| Tesco Stores |
8,468 |
26 |
| Play.com Sites |
6,733 |
21 |
| Dixons Stores Group |
5,255 |
16 |
| Littlewoods Shop Direct Group |
4,428 |
14 |
| HMV |
3,958 |
12 |
| NEXT Group |
3,660 |
11 |
| * Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs |
| Source: comScore |
Across Europe, 160.6 million people visited online retail sites in the month of October 2007, an increase of 5% over October 2006.
The October 2007 visitor base represents 70% of the total European internet audience, said comScore. In the UK, traffic to retail sites grew 11% during this period, totaling 29 million unique visitors.
Online retail traffic in France also grew 11%, reaching 18.1 million unique visitors in October 2007. In Germany, year on year growth remained relatively flat, with the sector attracting 22.7 million unique visitors in October.
Bob Ivins, comScore EVP of European Markets, said: “The fact that the online retail market now covers 70 percent of the European internet population and is still growing is impressive.
“The stronger than average growth rates in the UK and France portend a healthy Christmas shopping season there. The weakness in the German market is a cause for concern, especially if the strikes continue.”
| European Online Retail Usage, October 2007 vs. October 2006, Total European Unique Visitors, Age 15+, Home & Work Locations* |
| Territory |
Total Unique Visitors (000) To The Online Retail Category |
| Oct 2006 |
Oct 2007 |
% Change |
| Total European Internet Audience |
216,759 |
228,149 |
5% |
| Europe |
153,683 |
160,599 |
5% |
| UK |
26,145 |
29,027 |
11% |
| France |
16,198 |
18,057 |
11% |
| Germany |
22,826 |
22,695 |
-1% |
| * Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs |
In a forecast published in November, comScore predicted that over 35% of Europeans will spend more on their Christmas shopping online this year than last (see Europeans To Boost Their Online Shopping Habits This Christmas).
Meanwhile, report from Forrester Research suggested that internet users in Europe will spend a projected €51 billion (US$71 billion) online during the Christmas season this year (see European Internet Users To Spend €51b Online At Christmas).
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