Americans spent more online on clothing than on computers for the first time in history, a survey showed on May 14.
The survey conducted by National Retail Federation's online unit, Shop.org, found apparel, accessories and footwear sales hit US$18.3 billion (NT$604 billion) in 2006, ahead of the long-running sector leader of computer hardware and software, with sales of US$17.2 billion (NT$567 billion).
"Apparel retailers have overcome a number of hurdles to encourage shoppers to buy clothing and accessories online," said Scott Silverman, executive director of Shop.org.
PHOTO: AFP
"Retailers are doing such a great job online that in some cases it's easier to find and buy clothing on the web than it is in a store."
The report said apparel retailers have encouraged online sales through free or discounted shipping and easy exchange policies. They also are using technologies on their sites where customers can zoom and rotate merchandise or see the item in different colors before buying.
The survey predicted online apparel sales in 2007 will make up around 10 percent of all clothing sales.
According to a report prepared by Forrester Research, 2007 online sales including travel are expected to rise 18 percent to US$259.1 billion (NT$8.5 trillion) after a 25 percent jump in 2006.
"As consumers flood the Web to purchase merchandise and research products, online retail is moving full speed ahead," said Sucharita Mulpuru of Forrester Research.
Another sign that e-commerce has come of age is that profitability throughout the sector has stabilized. Eighty-three percent of respondents to the survey reported profitability and 78 percent said they were more profitable than in 2005.(AFP)
五月十四日出爐的調查顯示，美國人上網購衣所花的錢破天荒比上網買電腦商品還多。
美國零售業聯盟的網站Shop.org之調查發現，去年衣服、配件與鞋類的網路銷售額達到一百八十三億美元（新台幣六千零四十億元），超越了一向獨占鰲頭的電腦軟硬體類，其銷售額為一百七十二億美元（新台幣五千六百七十億元）。
Shop.org執行主任史考特．席爾曼說︰「衣服零售商已克服萬難，鼓勵消費者上網購買衣服與配件。」
「零售商的網路成效良好，所以有時候上網尋得並購買衣飾比在商店容易。」
報告中說，衣服零售商透過免運費、運費優惠或換貨方便等政策，鼓勵民眾上網消費。他們也在網站上運用科技，讓消費者可以縮放並旋轉商品圖片，或在購物前觀看商品的其他顏色。
這份調查預測，今年上網購衣的銷售額將佔總服飾銷售的一成。
根據市場研究公司Forrester Research的報告，去年包含旅遊商品在內的網路銷售暴漲25%後，今年預計將成長18%，達到兩千五百九十一億美元（新台幣八兆五千億元）。
Forrester Research的蘇察莉塔．穆普拉說︰「消費者湧入網站購買商品與研究產品時，線上零售就全速衝刺。」
電子商務時代已到來的另一個象徵就是，服飾業的營利已趨於穩定。調查中83%受訪者都說有獲利，且有78%說自己的生意比二○○五年時好。
（法新社/翻譯︰賴美君）
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