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The most popular e-commerce marketplace is…

Tablet e-commerce
One e-commerce marketplace stands out in market share.

When it comes to third-party e-commerce marketplaces, consumers have a clear favorite.

Three-quarters (76%) of 1,000 surveyed U.S. consumers have shopped on the Amazon third-party online marketplace in the past year, according to to the “2023 E-commerce Marketplace Report,” a new study from Ware2Go, a UPS company,  This is 30 percentage points higher than the second-most-popular online marketplace, Walmart (46%), with Target close behind (45%).

Other popular online marketplaces, based on percentage of respondents who have shopped there in the past year, are

    •Macy’s (22%)

    •Chewy (20%)

  • Dick’s Sporting Goods (18%)
  • Wayfair (17%)

Price ranked as the top (81%) competitive differentiator consumers  look at when comparing different online marketplaces, followed by:

  • Product quality (69%)
  • Product selection (64%)
  • Shipping cost (61%)
  • Shipping speed (50%)

Additional interesting findings include:

  • Nine in 10 (89%) respondents would consider purchasing through an online marketplace they have not previously shopped on in the past year.
  • Nine in 10 (89%) respondents comparison shop on two or more online marketplaces before making a purchase.
  • Close to two in three (63%) respondents would rather purchase directly from a brand’s e-commerce site if price and shipping options are comparable to online marketplace listings.

Ware2Go advises brands looking to leverage third-party marketplace sales to drive consumers to direct channels to have a multichannel presence to drive brand awareness and use a multichannel fulfillment solution that provides the same customer experience across all channels.

The “2023 E-commerce Marketplace Report” is based on an April 2023 survey conducted by Dynata on behalf of Ware2Go, a UPS Company, of 1,000 U.S. consumers age 18 and up across all income brackets.

Study: Inflation-weary consumers turn to online marketplaces

A recent study from marketplace SaaS platform provider Mirakl indicates that inflation is driving consumers to a variety of shopping behaviors, including frequenting online marketplaces. Findings include:

  • U.S. consumers conducted 46% of their online shopping through marketplaces in 2022, up, 10% from 2021.
  • More than three-quarters (77%) of consumers globally continue to believe marketplaces are the most convenient way to shop online, a 10% increase year-over-year. Three in five (60%) wish more of their favorite retailers had online marketplaces.
  • As to the features they'd most like to see in future online marketplaces, global survey respondents cited loyalty and membership programs (41%); in-store pop-ups that show marketplace products in person (28%); purchasing integration with the latest social media apps (20%); and a handpicked selection from influencers they follow (19%).


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