June 2000 edition The Reference Series Intermarket Group The eCommerce Almanac: Profiles from the Internet economy Amazon.com, Inc. Amazon.com Home Page 1200 12th Avenue South Seattle, WA 98144, U.S.A. Tel. 206-266-1000 Fax 206-266-4206 Unique Visitors (March 2000): 14,812,000 Reach: 21.9% Rank: 13 ORGANIZATION Business Sector: Books and Music/Videos, Consumer Electronics, Computer Hardware and Software, Toys and Sporting Goods, General Merchandise Founded: July 1994 Employees: 7,600 Offline Activity Storefronts: None Catalogs Mailed: None Facilities: • Seattle, WA headquarters • Seattle, WA distribution facility • New Castle, DE distribution facility • Fernley, NV distribution facility • Coffeyville, KS distribution facility • Campbellsville, KY distribution facility • Lexington, KY distribution facility • McDonough, GA distribution facility • Grand Forks, ND distribution facility • Marston Gate, UK distribution facility • Bad Hersfeld, Germany distribution facility Telecenter: In-house call centers located in Seattle and Tacoma, WA; Huntington, WV; Grand Forks, ND; Slough, England; The Hague, Netherlands; and Regensburg, Germany -- Continued on page 5 -- The eCommerce Almanac Table of Contents Company Profiles Merisel, Inc. ................................................113 Amazon.com................................................ 1 MVP.com, Inc.............................................114 Ameritrade ................................................... 8 NetB@nk ....................................................116 AMP Electronic Commerce..........................10 NetGrocer Inc..............................................118 Art.com Inc...................................................11 NextCard, Inc..............................................119 Ashford.com, Inc. .........................................13 OfficeDepot.com.........................................122 autobytel.com inc..........................................15 OfficeMax.com ...........................................124 autoweb.com.................................................17 1-800-FLOWERS, Inc. ...............................125 BabyCenter Inc. ............................................19 OneCore.com ..............................................128 BarnesandNoble.com Inc..............................21 Outpost.com................................................130 Beyond.com Corp.........................................24 Peapod, Inc..................................................132 Biztravel.com, Inc.........................................26 Pets.com, Inc...............................................134 Bluefly, Inc. ..................................................28 PETsMART.com, Inc. ................................136 Bolt, Inc. .......................................................30 PlanetRx.com Inc........................................138 BUY.COM, Inc.............................................32 Priceline.com Inc. .......................................141 CarsDirect.com Inc. ......................................34 Quicken Loans Inc. .....................................143 CDnow, Inc...................................................37 Recreational Equipment Inc........................145 CDW Computer Centers, Inc........................39 Reel.com, Inc. .............................................147 CompUSA Inc. .............................................41 Charles Schwab & Co. Inc..........................149 Crutchfield New Media LLC........................43 Sharper Image Corp. ...................................151 Dell Online....................................................44 SportsLine.com, Inc. ...................................153 drugstore.com, inc. .......................................45 Staples.com .................................................156 eBay Inc........................................................48 Tower Records............................................158 Eddie Bauer, Inc. ..........................................50 Toysrus.com, Inc.........................................160 Egghead.com, Inc. ........................................52 Travelocity.com Inc. ...................................162 800.com Inc. .................................................54 Wal-Mart.com Inc.......................................164 E-LOAN Inc. ................................................56 Webvan Group, Inc.....................................166 eToys Inc. .....................................................59 Wells Fargo & Company ............................169 E*TRADE Group, Inc. .................................61 Wine.com....................................................171 Expedia, Inc. .................................................65 Analysis of Profiled Companies FastParts.com................................................67 Profiled companies at a glance....................177 FirstAuction ..................................................68 Measuring the size of Fogdog Inc....................................................70 profiled companies.................................179 Food.com Inc. ...............................................72 Offline presence of profiled companies ......182 FTD.com.......................................................74 Profiled websites at a glance .......................183 Furniture.com Inc. ........................................76 Technologies deployed by Gap Inc. Direct..............................................78 profiled websites ....................................188 Garden.com, Inc............................................80 Driving traffic to profiled websites .............193 Gateway, Inc.................................................82 Customer support infrastructure..................196 Grainger.com ................................................84 Financial performance of HomeGrocer.com, Inc...................................86 profiled companies.................................197 HomePoint Corp. ..........................................88 eCommerce Market Briefing IMX Exchange..............................................90 The Internet user .........................................209 Ingram Micro Inc..........................................92 Internet user activities .................................214 InsWeb Corp.................................................94 Leading Internet sites and brands................218 International Business Machines ..................96 Sizing B-to-C Internet commerce ...............221 iOwn .............................................................97 Internet shopper/purchaser behavior ...........227 iPrint.com, inc...............................................99 Sizing B-to-B Internet commerce ...............230 iQVC...........................................................101 Trends in managing Internet J. Crew Group Inc.......................................103 commerce initiatives ...................................233 JCP Internet Commerce Solutions, Inc.......105 Internet Commerce KBkids.com LLC........................................107 executive compensation ..............................238 Lands’ End, Inc...........................................109 Online advertising overview .......................245 L.L. Bean, Inc. ............................................111 2 copyright 2000 by The Intermarket Group The eCommerce Almanac List of Charts and Tables 8.06 Revenue Per Pageview by Sector (Q1 2000)......... 200 Section 2 8.07 Customer Acquisition Cost (1999)........................ 200 1.01 Types of Companies...............................................177 8.08 Marketing Expenditures (1998 - Q1 2000)............ 201 1.02 Ownership of All Profiled Companies ...................177 8.09 Marketing Budget as a Percentage 1.03 Ownership of Pure-Play Internet Companies .........178 of Revenue (Q1 2000).......................................... 202 1.04 Most Active Investors ............................................178 8.10 Revenue From Repeat Customers (1999).............. 202 2.01 Online Revenue (1999) ..........................................179 8.11 Average Order Value (1999)................................. 203 2.02 Online Revenue Growth (1999 vs. 1998)...............179 8.12 Profitability of Profiled Companies (1999) ........... 203 2.03 Annualized Online Revenue (Q1 2000) .................180 8.13 Net Margins of Profiled Companies (1999) .......... 204 2.04 Internet Employees per Company ..........................180 2.05 Customers and Registered Users per Profiled Section 3 Website (1999)......................................................181 1.01 U.S. Internet Population (1999/2000).................... 209 2.06 Customers and Registered Users per Profiled 1.02 Top 5 Markets by Internet Access (1999) ............. 210 Website (1998 vs. 1999)........................................181 1.03 U.S. Internet Population Growth (1995-2003) ..... 210 2.07 Growth in Customers and Registered 1.04 Gender of Internet Users (2000)............................ 211 Users (1998 vs. 1999) ...........................................182 1.05 Education Level of Internet Users (2000) ............. 211 3.01 Hardcopy Catalog Circulation................................182 1.06 Household Income of Internet Users (2000).......... 211 3.02 Storefront Locations of Profiled Companies ..........183 1.07 Age of Internet Users (2000)................................. 212 4.01 Audience of Websites.............................................183 1.08 Number of Years Online