14 December 2007
In the run up to Christmas supermarkets have increased their share of the UK online retail market according to new research.
The research found that the top 45 supermarket operated websites accounted for 6.6% of all UK Internet visits to Shopping and Classifieds websites for the week ending 8 December 2007. This figure is up from 4.4% for the same week in 2005.
It is likely that this figure will increase for the week ending 15 December as this is traditionally the busiest week online for supermarkets.
One of the main drivers of supermarkets’ growth online has been the increasing proportion of non-food items they are selling, electricals and entertainment being the biggest area.
Of the top 10 product search terms sending traffic to the Supermarkets custom category for the 4 weeks ending 8 December, none were food related, however nine of the top 10 product searches were for electricals or entertainment products.
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