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Christmas traffic drives Aussie e-tailers

Christmas traffic drives Aussie e-tailers

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It is small but significant -- Internet traffic on Australian shopping and classified sites jumped from 2.70 to 3.31 per cent in a week, according to latest figures from monitoring service Hitwise.com.au.

Newly acquired dstore has failed to reach the high of its June and July traffic figures, but still tops the list with 2.4 per cent market share. It was followed by the growing myerdirect.com.au site with a 2.2 per cent share and wishlist.com.au with 1.9 per cent. Harvey Norman managed almost 1 per cent of the market.

The rise continues a steady gain in Internet traffic share in the category, which rose from 2.78 per cent during September, to 3.09 per cent in October and 3.11 per cent during November.

Regardless of cash burn or profitability, Australian sites have made gains in Internet traffic flow of almost 4 per cent over the last fortnight. Almost 60 per cent of shopping-related traffic went to local sites last week compared with 57 per cent during October and 55 per cent during November.

"This indicates that Australian sites are incrementally increasing their penetration of the local audience while avoiding any loss of market share to overseas competitors," according to Hitwise.


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