Amazon’s share of website visits decreases year over year, while Kohls.com, Lowes.com, Target.com and Walmart.com grow their share of e-commerce visits.

Amazon.com Inc. gobbled up nearly 70% of the 403 million online retail transactions among the top 50 retailers during the holiday period of Nov. 1-Dec. 31, according to Hitwise, which is part of digital marketing firm Connexity Inc.

During this time period, consumers checked out on Amazon.com more than 280 million times, according to Hitwise, which tracks the number of completed purchases via a checkout page, not the dollar amount or number of items in the cart. Amazon is No. 1 in the Internet Retailer 2017 Top 500.

Here is how the retailers with the highest share of transactions ranked and their share of checkouts among the 50 retailers with the most online transactions. Numbers don’t add up to 100% because the remaining 40 retailers comprise the remaining percent.

  1. Amazon.com — 69.5%
  2. Walmart.com —6.7%
  3. Target.com — 2.1%
  4. Kohls.com — 1.9%
  5. BestBuy.com — 1.5%
  6. Apple.com — 1.1%
  7. TheHomeDepot.com — 1.0%
  8. Shutterfly.com — 0.9%
  9. Costco.com — 0.8%
  10. Macys— 0.7%

Amazon’s 69.5% transaction share for the season is higher than its transaction share during what is known as the Cyber 5 weekend (Thanksgiving through Cyber Monday). Over that five-day period (Nov. 23-27), Amazon accounted for 56.2% of the 54.2 million online transactions at the top 50 retailers’ websites, according to Hitwise data.

“Amazon was less dominant during peak week because everyone was playing their A game that week,” says John Fetto, senior analyst research and marketing. Hitwise does not have 2016 transaction data for comparison.

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Amazon.com also had the largest share of website visits among the 50 retailers with the highest volume of online transactions: a 39.0% share of visits compared with 41.1% in 2016, Hitwise found. The websites for Kohl’s Corp. (No. 18 in the Top 500), Lowe’s Cos. Inc. (No. 25), Target Corp. (No. 20) and Wal-Mart Stores Inc. (No. 3) had the biggest year-over-year gains when it comes to share of visits among these top 10 retailers. The remaining 40 retailers account for the remaining share of visits.

This data does not include visits to apps, which could be why Amazon’s share of site visits decreased, Fetto says. And even though Amazon’s share of traffic decreased, the number of site visits increased 350,000 year over year during the holiday period, and that increase is more visits than HomeDepot.com (The Home Depot is No. 8 in the Top 500) received in total during November and December, Fetto says.

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