Kohl's beats Target in Cyber Monday traffic

Kohl's Corp. scored a digital win on Cyber Monday, ranking as one of the most-visited retail properties on the big online shopping day.

The company had the fourth-most-visited retail site on Monday, trailing only Amazon, eBay and Walmart, according to data compiled by comScore Inc., a measurement firm based in Reston, Va.

Kohl's scored more visits than far larger rival Target Corp., whose annual sales are nearly four times those of Menomonee Falls-based Kohl's.

ComScore did not release the number of visits for the top retail websites, only their rankings.

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Like most large retailers, Kohl's has bolstered its web presence and integrated its digital and brick-and-mortar efforts. Such moves have gained urgency as online shopping continues to grow, more and more shoppers use mobile devices within stores, and increasing numbers of them go to stores to pick up items they bought online.

On Black Friday, for example, nearly 40% of orders to Kohls.com were fulfilled by shipments from stores — as opposed to warehouses — or by customers picking up their purchases at a neighborhood store.

All told, 130 million Americans visited online retail sites on Cyber Monday, comScore said.