The top 1,000 ecommerce sites worldwide spent an average of $8.6 million last year building their online brands, while even the smallest companies splashed out about $2.2 million on marketing.
According to figures gathered by The Internet Commerce Briefing from reports and forecasts from multiple sources, the largest Web site owners spent about $21.4 million each.
Most publicly held consumer ecommerce sites, on the other hand, forked out $28.1 million or 67 per cent of their total marketing revenues.
The biggest spenders, however, were Amazon.com, which invested $133 million, E*Trade, which spent $71.3 million and Barnesandnoble.com, which spent $71.3 million.
The study also found that Web site owners were diversifying their marketing programmes as ecommerce moved more into the mainstream, with only 14 per cent continuing to focus their advertising dollars exclusively online, and 86 per cent investing in a mix with other conventional media.
About 55 per cent of site owners also used print advertising, while 35 per cent invested in radio and television promotions. Some 47 per cent invested in online banner and title ads and 35 per cent in promotions within existing print catalogues.
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