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
Dick’s Sporting Goods (18%)
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%).