Strategic determinants of Web site traffic in on-line retailing

Ralitza Nikolaeva

Research output: Contribution to journalArticlepeer-review

29 Citations (Scopus)


Web site traffic is a necessary condition for success in Internet retailing. This study empirically tests the effects of e-tailer characteristics and site visibility enhancers on Web site traffic, using data on traffic to top e-tailers from the 2000 holiday season. The results, in contradiction to much of the theoretical literature, suggest that order of entry and off-line advertising are not significant Web site traffic drivers. Media presence, however, turns out to be a very important factor. This is an intriguing finding, because many e-tailers that spent a great deal on advertising at the time of data collection were later forced to exit the market. In light of this finding, e-tailers competing for consumer mind share should recognize media coverage as a viable, although less easily achievable, alternative to more expensive advertising campaigns. Other findings include the importance of quasi-commodity products and larger product assortments as traffic drivers in the electronic marketplace.

Original languageEnglish
Pages (from-to)113-132
Number of pages20
JournalInternational Journal of Electronic Commerce
Issue number4
Publication statusPublished - Jan 1 2005


  • First-mover advantage
  • On-line retailing
  • Publicity
  • Web site traffic

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics

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