STORES Magazine - September 2017 - 19
THE FAVORITE 50
Consumer favorites haven't changed much -
their interest in online shopping is undeniable
by SANDY SMITH
mazon. Walmart. Kohl's. Each has had an ongoing hold on one of the top
three spots in Prosper Insights & Analytics' annual survey of favorite
ecommerce retailers for the past couple of years.
In some ways, this year is no different - but
there is still a story there: "The key takeaway
is that each of the top three is still gaining,"
says Pam Goodfellow, Prosper's director of
consumer insights. "They're still collecting
Prosper's Favorite 50 and its related
demographic data join several new studies that
increase understanding of today's ecommerce
shopper, including how they begin the shopping
journey - and what ultimately moves them to
purchase. Along the way, there's no surprise
that the top three, particularly Amazon, serve
as something of a benchmark.
TOP 10: ENTRENCHED
While the Favorite 50 top three are fixed
- and growing - the overall top 10 are also
practically etched in stone. The research,
which surveys shoppers' unprompted favorites
based on recall, found that only four moved
around: Macy's and Target switched places
over last year, with Target inching to 6 and
Macy's dropping to 7; Best Buy overtook eBay,
jumping up to No. 4, with eBay dropping to 5.
Target was cited as a favorite in 5.6 percent of
responses - up from 4.9 percent in 2016.
Meanwhile, Best Buy appeared in
6.5 percent of responses, up from
5.9 percent in 2016. Macy's pushed up to
5.5 percent from 5.1, while Old Navy added
0.1 percentage point to arrive at 1.9 percent.
Small numbers, sure. But "to gain share
against Amazon and Walmart is a win,"
Goodfellow says. "It might be a small win,
but it's still a win."
Gains come with losses, though; eBay
dropped in responses from 6.2 percent to
5.6 percent. JCPenney dropped 0.1 point to
3.5 percent and Sears.com dropped from
1.8 to 1.4.
Those slices of pie did not come from
Amazon's portion. The site increased its
hold on the top spot, cited as a favorite in
70.9 percent of responses, up from
65.5 percent in 2016 - the largest point
gain in the top 50. Walmart grew from
13.7 percent in 2016 to 15, while Kohl's
increased from 6.6 percent to 7.9. The top
trio not only have their rankings firmly
locked, they also grew their share even
larger: Those three ecommerce sites are also
one, two and three in terms of year-overyear point growth.
STORES September 2017 19