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Offline brands gaining on pure-play e-tail

Published on .

The sites of off-line retailers seemed to be gaining ground on pure-play e-tailers, according to the Media Metrix Online Shopping Index, which is running a Holiday 2000 E-commerce Series. The Shopping Index aggregates Web visitors from both home and work to nearly 400 retail sites and 18 retail subcategories. For the third week of the holiday shopping season (the week ended Dec. 10), the index grew 27.5 percent from last year with a total of 34.9 million unique visitors. Even though e-tail sites Amazon.com, Mypoints, Half.com and Bizrate.com held on to their rankings, Walmart.com jumped from No. 8 to No. 5, with 526,000 average daily unique visitors. Eight of the top retail-site gainers for the week ended Dec. 10 were traditional brands, including Eddiebauer.com, Radioshack.com and Walmart.com.

Copyright December 2000, Crain Communications Inc.

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