Online clothing store larger than book sales

Retailers of clothing and other fashion articles have more to offer than the joint book sellers. In the spring, the Fashion product group is even the largest of all categories of Dutch webshops. This is shown by the research 'Use of comparison sites' that IMNetworks had carried out by market researcher GfK

Retailers of clothing and other fashion articles have more to offer than the joint book sellers. In the spring, the Fashion product group is even the largest of all categories of Dutch webshops.

This is shown by the research 'Use of comparison sites' that IMNetworks had carried out by market researcher GfK. 5, 000 Dutch consumers were questioned. That was not just about price comparisons, but also webshops in general.

It is striking that the Fashion product group has developed into one of the largest in recent years. On the other hand, the Entertainment category has fallen significantly in a year. Digital downloads irreversibly push the sale of CDs, DVDs and games into the ground.

"Consumer electronics, such as TVs, audio and DVD systems, digital cameras, are also under pressure and dropped from nine to seven percent, " the researchers said.

Another strong grower is the Do It Yourself segment.

"Approximately a quarter of people seem to buy something online twice every three months, followed by two almost equally large groups that make one or three purchases per quarter. The clearest growth can be seen in people who buy something via the Internet four times or more often every three months. This group rose from twenty-five to over twenty percent in recent months. Especially in the group that shops three times or less via the internet, there is still a lot to be gained. "

Last year the population of 'internet shoppers' in the Netherlands rose by 600, 000 to 9.3 million people. This recently emerged from a study by Blauw Research for Thuiswinkel.org. GfK shows that these consumers are not only looking for the lowest price but also attach importance to ease of payment and the name recognition of a shop.

Half of the buyers also want to be able to send products back. In addition, a quarter calls a physical pick-up location a must.

The research also provides insight into the use of comparison sites. It appears that on average two comparison sites are visited. And that is usually Kieskeurig.nl and Vergelijk.nl. From the usage figures below it becomes clear that Beslist.nl is throwing the number three position and therefore started a large advertising campaign last year to increase its name recognition and, consequently, the use of the site.

The study states that at the end of 2009 thirteen percent of the users of comparison sites clicked through to a shop to buy. That would be against the 20 percent today. The percentage of shoppers who used a comparison site and then surfed to a store to make a purchase increased from 33 to 37 percent.

Google will soon open the Dutch version of its Shopping service. That is a search engine for products from Dutch webshops. Since February, Dutch web merchants can register their assortment at Google. When the specialist search service starts, it is not known.