Customer Acquisition Costs Fall

Woodbury, NY–Online retailers’ customer acquisition costs fell to $14 during the second quarter of 2001, according to a report by Shop.org, an association of online merchants, and consulting firm Boston Consulting Group. The acquisition costs fell from $18 in the first quarter of 2001 and from $23 during the 2000 holiday season. The survey, which is based on reports from 74 pure-play and mulitchannel retailers selling merchandise online, also found that order conversion rates were 2.2% in the second quarter, slightly higher than the 1.9% rate during the second quarter of last year.

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