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Internet 3rd Biggest Channel for Women Shoppers

The Internet is now the third most-shopped channel for women, lagging only supermarkets and mass merchants, according to a recent report by retail marketing consultancy WSL Strategic Retail.

Nearly a quarter (24%) of women shopping the Internet turn to the channel weekly for their purchases, up from just 10% two years ago. And leading brick-and-mortar retailers' sites are not their favored venues.

Amazon leads, capturing 57%, followed by 37% for eBay. Only 7% of women shopping the Internet visit walmart.com and only 6% turn to jcpenney.com. Target, Kohl's, Sam's Club and Costco attract fewer than 5% of online women shoppers, according to WSL's new How America Shops MegaTrends Study.

And 25% of women who shop online use the channel to buy home décor, the study found.

Income is not the factor it once was. For women with household incomes under $40K, the internet is the No. 4 channel, after dollar stores. For all others, it is No. 3.

“The number shopping the Internet doubles when asked where they shopped in the last 90 days to 47%, up 13 points since 2008,” according to WSL.

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