Swiss online mail order business booming
The latest figures from Nielsen/Netratings and MMXI Switzerland show a 49.3 percent increase in visitors and a threefold increase in the "Home & Fashion" mail-order category from December 2003 to December 2005.
The latest figures from Nielsen/Netratings and MMXI Switzerland show an increase in visitors of 49.3 percent and a tripling in the mail order category "Home & Fashion" from December 2003 to December 2005. Mass merchandisers such as Amazon, Coop, Migros and Tchibo also increased their unique audience by 61.5 percent. The names of the top 5 in e-commerce have not changed since December 2004. Ebay, Ricardo, Amazon, Coop and Migros continue to dominate the field. Migros was able to increase its unique audience by 80.6 percent compared to the previous year, but is still behind Coop, which gained 50.4 percent. The sixth-placed Bluewin marketplace increased its audience by 71.7 percent compared to the previous year. Overall, the average growth in unique audience since December 2004 amounted to 24.5%.
User loyalty also developed positively. Between the first and fourth quarters of 2005, both reach and visits per person increased. The amount of time a person spent on e-commerce sites also increased by 31.7 percent to 1 hour and 47 minutes. The average number of visits to e-commerce sites increased by 22.8 percent to 19.3 visits per person per quarter.
Mark Meier, President of the Mail Order Association, commented on the e-commerce data. According to Meier, the figures are not surprising because, according to figures available to the association, the online share of the mail order business has doubled in the last two years. The Swiss mail order business is therefore continuing to focus on e-commerce, where it continues to expect above-average growth opportunities, even if this is partly at the expense of traditional channels, according to the press release.
User loyalty also developed positively. Between the first and fourth quarters of 2005, both reach and visits per person increased. The amount of time a person spent on e-commerce sites also increased by 31.7 percent to 1 hour and 47 minutes. The average number of visits to e-commerce sites increased by 22.8 percent to 19.3 visits per person per quarter.
Mark Meier, President of the Mail Order Association, commented on the e-commerce data. According to Meier, the figures are not surprising because, according to figures available to the association, the online share of the mail order business has doubled in the last two years. The Swiss mail order business is therefore continuing to focus on e-commerce, where it continues to expect above-average growth opportunities, even if this is partly at the expense of traditional channels, according to the press release.
