Jewelry and Watches a Top e-Commerce Performer

Jewelry and Watches is one of several product categories that grew at least 15 percent in sales, compared to a year ago, according to comScore, Inc., a digital measurement and analytical firm.

The Reston, Va.-based company did not give details on the jewelry with a report it recently published. However, jewelry and watches was a top performer, along with other categories that experienced year-over-year growth of 15 percent. They include: digital content and subscriptions, event tickets, consumer electronics (excluding computer peripherals) and computer software.

Overall online retail spending reached $36.3 billion for the third quarter, up 13 percent, comScore said. This represents the eighth consecutive quarter of positive year-over-year growth and fourth consecutive quarter of double-digit growth rates.

“The third quarter of 2011 saw a continuation of the year’s strength in U.S. retail e-commerce spending, even in the face of renewed economic headwinds and uncertainty facing the U.S. consumer,” said Gian Fulgoni, comScore chairman. “As we approach the critical holiday shopping season, we are optimistic about the continued health of the e-commerce sector despite other factors—including stubbornly high unemployment and volatile financial markets—currently weighing on the economy.”

The 13-percent growth in the quarter was primarily a function of an increase in the number of buyers (up 22 percent), the Reston, Va.-based company said. About 74 percent of all Internet users made at least one online purchase during the quarter.

A total of 40 percent of e-commerce transactions included free shipping, down from a peak of 49 percent in the fourth quarter of 2010. Free shipping rates tend to peak during the holiday season.