Visits to nine of the top 10 online shopping sites registered double-digit increases in November, led by the Shopzilla.com Network, visits to which increased 48 percent, to 19.8 million, from 13.4 million in Nov. 2004, according to Nielsen/NetRatings, writes InternetRetailer. In absolute numbers, eBay had the most traffic in November, followed by Amazon, Wal-Mart Stores, Target, Shopping.com Network, Shopzilla.com Network, Overstock.com, Dell, BestBuy.com and Expedia.

Wal-Mart site visits increased 47 percent (to 27.7 million), followed by Overstock.com with 43 percent (18.7 million), Target with 39 percent (to 23 million), BestBuy.com with 30 percent (to 17.2 million), the Shopping.com Network with 17 percent (to 20.4 million), Dell with 17 percent (to 17.5 million), Amazon.com with 16 percent (to 42.5 million), and eBay with 10 percent (to 56.3 million). Expedia.com experienced a 6 percent decrease, to 13.3 million.

Also in November, General Mills accounted for the most online ad impressions among the top 10 consumer goods advertisers, according to Nielsen's AdRelevance. In second place was Limited Brands, followed by Hydroderm, LL Bean, Altria Group, Hasbro, New York Times Co., PepsiCo, Spiegel and BP plc.