That Amazon.com Inc. dominated e-commerce during the recent holiday season will surprise few retailers. But Hitwise traffic data also reveals some less obvious trends, including that paid ads accounted for a greater share of traffic from search engines and social networks and that there are certain days when holiday shoppers browse more and other days when they’re more likely to buy.
Amazon, No. 1 in the Internet Retailer 2016 Top 500, accounted for 33.8% of visits to retail websites during November and December, according to Hitwise, a division of Connexity Inc., a provider of e-commerce marketing automation technology.
