Amazon was the biggest winner during the Christmas quarter, according to analytics platform Semrush.
The online giant pipped the pack with website visits up more than 55 million for Q4 compared to 2019, marking a 75% increase for Q4.
The retailer experienced a huge spike in visits during October following the Black Friday and Cyber Monday sales weekend, with web traffic almost double that of 2019.
JB Hi-Fi saw an increase of more than 10 million visitors quarter on quarter, with a number of clothing retailers also seeing strong increases as well.
Semrush head of communications Fernando Angulo said there was double digit growth among key retailers.
“The data suggests that the Black Friday sale weekend and Boxing Day sales would have been big contributors to the website spikes, as there are increases in traffic for clothing stores including Myer, David Jones and City Beach of upwards of 14% from the previous quarter,” he said.
The total number of website visits of the Top 50 retailers were greatest in the month of July followed by March, and these were higher than any of the months in Q4 showing a strong shopping trend during COVID.
Rounding the top 10 retail websites were Bunnings Warehouse, Kmart, Woolworths, JB Hi-Fi, Microsoft, Big W, Ozbargain, Coles and Officeworks.
"There were also significant increases YoY for bargain sites Kogan and Catch as well as cost-effective value stores Supercheap Auto, Chemist Warehouse and Kmart," Angulo said.
Tech giant Microsoft saw the biggest increase in visits for the quarter with a 77% jump in web traffic year on year for Q4, however, this was a decrease of more than 4.9 million visits compared to the COVID quarter in Q2.
“Aside from tech, Aussies were stocking up on activities and items for around the house during the 2020 Christmas quarter, with electronics, outdoor, and homeware items experiencing the largest shifts year-on-year,” Angulo said.