More signs point to Prime Day being a really, really good day for web leader Amazon.com Inc., and a not-so-good day for everyone else in online retail.
A new Internet Retailer survey reveals a boatload of consumers made purchases Tuesday on Amazon, but few bought something online from Amazon’s biggest competitors, including Wal-Mart Stores Inc., No. 4 in the Internet Retailer 2016 Top 500 Guide; Target Corp. (No. 22) and Kohl’s Corp. (No. 19).
Internet Retailer conducted a survey Wednesday morning of 191 online shoppers in the U.S., or those who have purchased something online in the past year, via online survey company SurveyMonkey. Roughly 19.4% of respondents said they bought something from Amazon on Prime Day.
Forrester Research estimates there are 244 million online shoppers in the U.S., and that would suggest that roughly 46 million Americans bought something from Amazon on Prime Day. Internet Retailer estimates put Amazon’s average order value at $50, which means that about $2.32 billion was transacted Tuesday on Amazon.com.
Many consumers visited Amazon without buying Tuesday, but survey results suggest the online retailer’s conversion rate towered over the industry standard of roughly 3%. Of the consumers surveyed this morning, 41.9% said they browsed Amazon.com or used one of its mobile apps on Prime Day.
Of the ones that browsed Amazon on Tuesday, 46.3% say they made a purchase. By comparison, Internet Retailer estimates that on an average day, Amazon.com visitors convert 18.0% of the time.
It wasn’t such a good day online for other merchants, as efforts from other online retailers to counter Amazon or capitalize on an expected rush in online shopping may not have worked, results from the survey show. For example, less than 10% of consumers surveyed said they visited Walmart.com Tuesday. That’s less than one-quarter of the number that visited Amazon.com. The second-highest frequented site among the major e-commerce players was Target.com, and less than 8% of consumers went there.
Worse yet for Amazon’s competitors is that even fewer consumers bought something from an online retailer other than Amazon. Of the 191 consumers surveyed, three made a purchase on Walmart.com on Prime Day, and one person bought something from each Target.com, Kohls.com and HomeDepot.com. Five consumers said they bought someone online from other retailers. Those include Vitacost.com, BananaRepublic.com and Ahava.com.
Amazon, No. 1 in Top 500, reported Wednesday morning that Amazon Prime Day was its biggest sales day in history. Orders placed worldwide were up 60% over Prime Day 2015, which was July 15, a Wednesday, and up 50% year over year in the U.S.
Most shoppers in Internet Retailer’s survey who completed a purchase said they spent anywhere from $25-$200 on Prime Day. More than 11% paid less than $25, 28% spent $25-$50, 31% spent $51-$100, 22% spend $101-$200, 6% paid $200-$500, and 3% spent more than $500.
The most popular purchases were electronics, clothing and cleaning supplies/household goods.
Consumers were fairly pleased with what Amazon served up on Prime Day, as 52.8% of consumers who purchased something described their shopping experience as excellent, while 38.9% described it as good, 8.3% said it was fair, and none described it as poor.
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