Making a List and CHECKING IT TWICE - Jupiter Communications forecasts performance of online retail sector - Brief Article - Statistical Data Included

Chief Executive, The, Nov, 2000

THE HOLIDAYS are just around the corner and Jupiter Communications predicts that online sales in November and December will increase 66 percent over 1999. That translates to $11.6 billion in 2000 compared to $7 billion last year.

"While Wall Street's love affair with the online retail sector has ended, consumers continue to spend more money online, which will drive impressive sales gains," says Jupiter analyst Ken Cassar. And here's the breakdown: $9 billion in online retail sales and $3 billion in travel products such as airline and hotel reservations.

Further, Jupiter analysts believe there's a natural market for every product category. The key will be the online retailers' ability to accurately assess the size of their natural market. Don't make the same scary mistake that Jupiter claims Boo.com did: spending excessive amounts of money chasing the wrong buyers.