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eToys Named #1 Online Toy Store Website; eMarketer's Top 10 List Rates Outstanding Online General Toy Merchants.

Business Editors, Internet/On-Line Writers

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NEW YORK--(BUSINESS WIRE)--Nov. 22, 2000

Where should holiday shoppers go when they want to buy toys online? For the second year in a row has named the #1 full service online toy site, according to eMarketer, the authority on business online.

"eToys is quickly solidifying itself as the gold standard of the online toy industry through its efforts in all areas," according to eMarketer editor, Rance Piatt. "Finding a specific item on this site is far easier than strolling the aisles of any of the large brick and mortar toy stores located in the U.S. And, with the addition of an East Coast distribution center tucked in the foothills of the Blue Ridge Mountains of Southern Virginia, this holiday season should run even smoother than last year's for"

A newly released eHoliday Shopping Report from eMarketer forecasts a robust holiday season with online sales reaching $12.5 billion, accounting for just over one-third of total 2000 web sales of $37 billion. This quarter's online sales are a 71% increase over Q4 1999, and at $12.5 billion will be the highest online sales of any single quarter ever. Toys, Games and Video Games will represent 43% of all online holiday purchases.

The Evaluation Process

eMarketer considered nearly 80 Toy websites and used several sources for site addresses. Here are the specific criteria we used to evaluate:

1) Design - Does the site make good use of color and images? Is

the home page well laid out? In other words, can the user

experience as much as possible from the home page or is the

home page just another page for the user to get through?

2) Navigation - Can the user find different parts of the site

easily and in different ways (i.e. is the site over-reliant on

the search function to get the user to the different

features)? How well does the site move the user through the

buying process? Do the pages take too long to upload, giving

the user ample opportunity to abandon the shopping cart?

3) Customer Service -- Do they provide adequate/live support?

Toll-free number? eMail? Does the site lay out the specifics

for delivery (i.e. deadlines for delivery before Dec. 22nd)?

Does it allow the consumer to track an order?

4) Features - Does the site make good use of available technology

in assisting the user? Does it provide a wish list option?

Does it make allowances for Spanish-speaking users?

Rounding out the Top Ten list are the following toy sites: 2) 3) 4) 5) 6) 7) 8) 9) 10)

"Perhaps the most surprising difference between Year One and Year Two of the Toy Wars, is the fact that toy sites seem no closer in overtaking eToys as the web's best retailer of toys," according to Rance Piatt. "Put simply, eToys is the benchmark against which all other toy sites are measured."

A complete description of the top ten sites, descriptions and links to the honorees home pages are available at the eMarketer site

About eMarketer

eMarketer,, the world's leading provider of internet statistics, is recognized as the authority on business online. Its award-winning website has been visited by millions of marketers from over 140 countries, and its newsletters are sent to over 350,000 e-mail addresses every week. The company's comprehensive reports aggregate, filter, organize and analyze statistics, news and information from the world's foremost research companies, consultancies and business news services. eMarketer's articles, market projections and analytical commentaries are featured by hundreds of news organizations and business publications every week. Headquartered in New York City, the company is launching eMarketer Japan, located in Tokyo and will soon be expanding to Europe.

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Publication:Business Wire
Date:Nov 22, 2000
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