Tradedoubler TrackerTM - February 2004

The Tradedoubler TrackerTM is a monthly report detailing online sales volumes and trends across Europe, based on Tradedoubler’s monitoring of sales made through its European network. The data contained within the tracker shows results from 660 advertisers, spanning a multitude of different sectors. Tradedoubler is an independent third party tracking technology.


Strong sales throughout February lead us to conclude that the internet is continuing to gain market share from traditional offline retail stores, which typically see a marked drop in sales in February following the Christmas period and January Sales. The propensity to book higher value items, such as travel, online shows a huge increase compared to the same period last year indicating that consumers view the internet as a safe and convenient means of purchasing high value items as well as lower value products (as represented by the Entertainment sector).


  • February was unexpectedly strong in terms of both sales volumes and values in comparison with January

  • This proves that the significant rises in ecommerce as outlined in previous Trackers, cannot be attributed solely to the Christmas and January sales retail trend

  • We can conclude from this that the internet continues to make gains from traditional offline retail, which typically sees a much larger drop in sales from January to February


  • As expected four of the five major sectors saw a drop in sales volumes
  • Entertainment (books, CD’s etc.), a sector which relies heavily on the Christmas and January sales period, saw the biggest fall
  • Travel maintained its huge growth from December 03 (growth in sales from Dec 03 to Jan 04 was 127%) showing that customers continued to enjoy ‘early booking’ offers and significant airline discounts
  • Financial services, since its 47% increase last month compared to December, continues to perform well
  • All sectors show growth from 2003 however Travel has outperformed by a dramatic 390%, catching up with the more mature online ecommerce category, Entertainment
  • This trend proves how consumers are increasingly willing to purchase items of higher value online
  • It also shows that the huge growth forecasts placed upon the online travel industry by independent analysts 5 years ago are now being realised

Sales Volume Trends over the Past Year in Leading Sectors

* Due to the technical process involved in reporting the performance of financial services clients, it has not been possible to include this sector in certain charts.

About Tradedoubler

Founded in 1999, Tradedoubler is the European leader in providing online marketing and sales solutions. Industry leaders all over Europe have partnered with Tradedoubler to work with performance-based marketing and to manage online relationships, in order to increase sales and improve online business. Tradedoubler is headquartered in Sweden with a presence in 15 other markets, and customers include Apple, Dell, John Lewis, Renault and Kelkoo. Please visit for further information.

Editorial contacts

Bite Communications
Georgina Blizzard
T: +44 (0) 20 8834 3460

William Cooper
T: +44 (0) 207 351 9722