Organic Search Market Share in Retail Dominated by Macy’s, Not Amazon, in Q3 2017 by @MattGSouthern

Heading into the 2017 holiday season it may be surprising to learn it’s not Amazon leading in organic search market share in the retail sector.

Amazon didn’t even come in second place– it came in third according to a recent report from Conductor.

Macy’s came in first place, followed by Nordstrom, followed by Amazon.

That means, during the third quarter of 2017, Macy’s was more consistent at ranking in the top organic spots for high volume, relevant searches in the retail sector.

Here is a full list of the top 10 performers in retail, along with their corresponding market share percentage.

• Macy’s – 7%
• Nordstrom – 6%
• Amazon – 5%
• Target – 3%
• Kohl’s – 2%
• JCPenny – 2%
• Zappos – 2%
• Pinterest – 2%
• Wikipedia – 2%
• ASOS – 2%

You don’t have to pull out a calculator to figure out this doesn’t add up to 100%. What about the rest of the market share?

The majority of the market share for organic searches in the retail sector was attributed to “other.”

“Other” represents market share that was not consistently held by any one brand. “There’s a significant opportunity for late entrants to claim organic market share,” says Conductor.

The change of seasons could have a lot to do with Macy’s and Nordstrom performing as well as they did. They both held significant market share in the winter clothing, outerwear, and sweaters subcategories.

Conductor also analyzed the most common result type appearing in organic search results for retail searches.

Images showed up around 88% of the time, answer boxes showed up 7-8% of the time, with other result types showing up less than 5% of the time.

Local results, including local packs, were returned 0-1% of the time. This goes to show that organic search results in the retail sector are heavily dominated by big brands.

It’s also worth noting that YouTube is where most customers began their retail journey, so don’t discount video marketing when selling products.

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Author: Matt Southern

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