英文2024全球電商平臺(tái)現(xiàn)狀報(bào)告

RETAIL

THESTATEOFGLOBAL

ONLINEM2ETPLACES

Complimentsof

OVERVIEW 3

MOVERSANDSHAKERS 7

THESHOPPERSPEAKS 10

ABOUT

Theauthors 22

DigitalCommerce360 24

SPONSORARTICLE

WalmartMarketplace 5

HowDudeWipesisleveragingWalmart

Marketplace&WalmartFulfillmentServices

todisruptthebath-tissueindustry

CHARTS

ShareofTop1000vs.Next1000retailers*selling

onanymarketplace,2022-2023 4

ShareofTop1000vs.Next1000retailers*selling

onAmazon,2022-2023 8

Fastestgrowingglobalmarketplaces 8

FastestgrowingRussianmarketplacesbyGMV 9

FastestgrowingU.S.marketplacesbyGMV 9

Howoftendoyoubuyfrommarketplaces

suchasAmazon,eBayandEtsy? 11

Whichofthefollowingdescribesyourexperiences

withmarketplacesoverthepastyear? 12

Didyoufaceanychallengeswithyourmarketplace

shoppingexperiencesoverthepastyear? 13

Howhaveyourmarketplacebuyingbehavior

andperceptionschangedoverthepastyear? 14

Howdoyouanticipateyourbuyingbehavior

onmarketplaceschangingfromlastyear? 15

Onamarketplace,wouldyoubuyfrombrands

orsellersthatyou’veneverheardof? 17

Haveyoueverpurchasedaproductdirectly

fromaseller’swebsiteafterfindingtheirproducts

onamarketplace? 18

Whichofthefollowinginfluencesyoutomakea

purchasefromamarketplaceversusgoingdirectly

toaretailer’ssite? 19

Whichofthefollowingareconcernswhen

consideringpurchasingfromamarketplace? 20

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OVERVIEW

Thefrontofthepackamongthetop-rankedmarketplaces

looksveryfamiliarin2024.Thisyear,theMassMerchantleadersclaimingthetopfivespotsremainedunchangedfrom2023,withNo.1Taobaotoppingthecompetition,followedbyTmalland

A.Butthatisjustthetipofaniceberg.

InitsGlobalOnlineMarketplacesDatabase,DigitalCommerce360ranksthe100largestsuchsitesbythird-partygrossmerchandisevalue(GMV).Third-partyGMVisthevalueofallmerchandiseonthemarketplacethatthemarketplaceitselfdoesnotsupply.

Lookbeyondthetop-rankedleadersinthe2024rankings,and

youwillseenoteworthymovementsamongsomekeynames.Forinstance,Argentina-basedMercadoLibreInc.jumpedpastJapan’sRakutenIchibatotaketheNo.7spot.Meanwhile,consumer-to-

consumermarketplaceOfferUpdroppedtwospotsfromlastyeartoNo.12,fallingbehindtheSingapore-basedLazadaGroup(No.10)andSouthKoreangiantCoupang(No.11).

Then,inthemid-teens,oneoftheyear’smostsignificantgrowthstoriesshowsupinRussia’sOzon(No.13),whichsatatNo.19in2023.Thepuremarketplace’sthird-partyGMVgrew110.3%,accordingtoDigitalCommerce360’sanalysis.

Inaddition,twoothernow-famousup-and-comerswithoriginsinChinajointhisyear’srankings.TheMassMerchantTemuranks

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4OVERVIEW

THESTATEOFGLOBALONLINEMARKETPLACES

exceptionallyhighforanewcomeratNo.18.Meanwhile,

SheinclaimedtheNo.83spot,havinggrownitsthird-partyGMV40.7%yearoveryear,DigitalCommerce360datashows.

TotalGMVreferstotheworthofbothfirst-partyandthird-partyproducts,meaningmerchandisethemarketplaceoperatorsellsitselfpluswhatothersellerslistonthemarketplacesite.Puremarketplaces(suchaseBay)onlysellthird-partymerchandise,whereashybridmarketplaces(suchasAmazon)sellbothfirst-andthird-partymerchandise.Asaresult,puremarketplaces

onlyhave3PGMV.

InNorthAmerica,Amazonmaintaineditsdominance,evenas

competitorsWalmartandeBaykeptpaceinkeycategories.

However,marketplaceparticipationoverallbyTop1000retailersdroppedto56.0%in2023from58.0%in2022.TheTop1000

isDigitalCommerce360’sdatabaserankingthelargestonline

retailersinNorthAmericabasedontheirannualecommercesales.

SHAREOFTOP1000VS.NEXT

1000RETAILERS*SELLINGONANYMARKETPLACE,2022-2023

%ofretailers

20232022

Top1000

Next1000

56.0%

58.0%

56.7%

59.5%

20%30%40%50%60%

Source:DigitalCommerce360 *CapturesTop2000retailerswithtwoyearsofdataonthesemetrics

AmazonlostthelargestshareofTop1000merchantslastyear,keeping51.3%ofthemin2023afterclaiming54.0%in2022.

AteBay,thelosswasslimmer,withthesitedroppingto17.1%participationin2023from17.4%in2022.Inthemeantime,

WalmartMarketplacedisplayedresilience,keepingitsshareflatyearoveryearat14.3%.出

SHAREOFTOP1000VS.NEXT1000RETAILERS*SELLINGONAMAZON,2022-2023

YEARTOP1000NEXT1000

2023

51.3%

52.1%

2022

54.0%

56.2%

Source:DigitalCommerce360*CapturesTop2000retailerswithtwoyearsofdataonthesemetrics.

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SPONSOREDARTICLE

HOWDUDEWIPESISLEVERAGINGWALMART

MARKETPLACE&WALMARTFULFILLMENT

SERVICESTODISRUPTTHEBATH-TISSUEINDUSTRY

Whenfourcollegefriendsstartedalineofflushable

cleansingwipesformen,theydidn’texpecthowquicklyit’dtakeoff—orgrowthroughonlinesaleschannels,

includingWalmartMarketplace.

Inrecentyears,Whasseenanaverage

of38millionsearchimpressionsforproductsinthe

PersonalCarecategoryperday,*soit’snosurprisetousthey’veseensomebigwins!

Thechallenge?Shippingtheirownorderstooktimeawayfromeffortstoamplifytheirbusiness.So,theylookedtoWalmartFulfillmentServices(WFS).

ReadontolearnhowDUDEWipeshasscaledfromtheirapartmentfloortoWalmart’swebsiteandstores(and,

withhelpfromWFS,isn’tslowingtheirrollanytimesoon).

THESTRATEGY

1.MakingWalmartMarketplacetheirtestingplayground

Opportunity

BecauseDudeWipesisauniqueproductinthemarket,theteamlackedinsightsintothetypesofpersonalcareproductsandpricepointsthatwouldresonatewiththeirdemographic.Thiswasespeciallyimportantasthey

begantoexpandtheirassortment.

Solution

ByviewingWalmartMarketplaceastheir“innovation

lab,”theDudeWipesteamhasbeenabletoexperimentwithnewproducts,trydifferenttypesofpacksizes,and,ultimately,understandwhattheircustomerwants.

*Walmartfirst-partydata,Jan.28,2023–Oct.21,2023.

**Non-peak.Someheavy&bulkyitemsexcluded.Onlystandard

shippingisavailableinnon-contiguousstatesofAlaskaandHawaii.

2.Offeringtwo-dayshippingacrosstheUSwithWFS

Opportunity

WithjustoneshippinglocationinChicagoandlimited

staff,DudeWipesstruggledtodeliverfast,nationwideorderstocustomerswhiletryingtoscaletheirbusiness.

Solution

TheteambeganleveragingWalmart’sfulfillment

programinNovemberof2022,andhassincefreeduptimeandresourcesbyallowingWFStostore,pick,pack,andshipitemsacrosstheUSwithin2days.**

3.Leaningintocustomizedinventoryrecommendations

Opportunity

Theteamwantedtoimprovethecustomerexperienceduetothelackofinventory-levelvisibilitywhenworkingwithpreviouswarehousepartners.Ifanout-of-stock

itemwaspurchased,theyhadtocanceltheorder.

Solution

Usingmachine-learning-basedinsights,WFS

managesDudeWipes’inventorylevelsandprovides

recommendationsforwhentheteamshouldsendin

additionalitems.Itemsareautomaticallyde-listeduntilstockisavailable.

KEYTAKEAWAY

LetWFStakeshippingandlogisticsmanagementoffyourhands,soyoucanfocusontestingoutyourproductsandgrowingyourbusinessonWalmart

Marketplace.

MOVERSANDSHAKERS

GLOBALLEADERS

Withsomuchecommerceactivityandsomanyofthetop-

performingonlineretailerssellingonmarketplaces,it’seasyto

seewhythespaceisattractingnewcompetitorswhowanttoclaimsharesoftherevenue.Internationally,someofthefastestgrowingsuccessstoriescamefromRussia,SoutheastAsia,Turkeyand

Argentina.

Risingupthroughtherankingsin2023,Russia’sOzongrew110%yearoveryear—thankstofavorableconditionsthatallowedittogrowinitshomecountry,aswellasChina.Withinoneyear,thecompanyrosefromNo.19intheTop100toNo.13.

Meanwhile,SheinGroup,whichasofpublicationtimewas

reportedlyworkingonitspublicofferinginLondon,grew40.7%yearoveryear.ThatwasgoodenoughforthepuremarketplacetodebutatNo.83inthe2023rankings.

Elsewhere,Hepsiburada(31.0%growth)inTurkey,MercadoLibre(29.9%growth)inArgentinaandFlipkart(20.1%growth)inIndiaalsoimprovedintheglobalrankings.

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8MOVERSANDSHAKERS

THESTATEOFGLOBALONLINEMARKETPLACES

RUSSIANLEADERS

OzonwasnotaloneasaRussianmarketplaceinthisyear’sTop

100.JustbehinditatNo.21wastheMassMerchantmarketplaceWildberries,whichhad$29.67billionintotalGMVin2023,up

7.5%from2022.TheApparel&AccessoriesmarketplaceLamodaappeareddownthelistatNo.66with3.3%year-over-yeargrowth,reaching$965.84millionintotalGMVfortheyear.

U.S.LEADERS

IntheUnitedStates,2023’slistoffastestgrowersincludessomefamiliarnames—butalsooneofthemostprominentdisruptors.AtNo.18,Temu,whichisownedbyChina-basedPDDHoldings,grew4,901.7%in2023.

Temu’srateofgrowthwasanorderofmagnitudebeyondother

topperformers,butmadepossiblebythecombinationofitsyouth(foundedin2022)andambitiousexpansion.

FASTESTGROWINGGLOBALMARKETPLACES

MARKETPLACE2023RANKTYPECOUNTRYGROWTH

Ozon

13

Hybrid

Russia

110.3%

SheinGroupLtd.

83

Hybrid

Singapore

40.7%

Hepsiburada

31

Pure

Turkey

31.0%

MercadoLibreInc.

7

Hybrid

Argentina

29.9%

Flipkart

14

Pure

India

20.1%

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9MOVERSANDSHAKERS

THESTATEOFGLOBALONLINEMARKETPLACES

ThecompanylaunchedamarketingblitzintheU.S.overthepastyear.Infact,J.P.MorganestimatesTemuwillspend$3billiononmarketingin2024alone.ThecompanyhasalreadyspentmillionsofdollarsonSuperBowlads,andthecampaignsappeartobe

payingoff.MarchpollingfromtheresearchorganizationYouGovfoundthat88%ofAmericanssurveyedhadheardofTemu.

Downtherankings,NuulyThrift(No.98)hit125.4%growthyear

overyear.However,theUrbanOutfitters-ownedbrandhassince

doubleddownonitssubscriptionrentalbusiness,retiringtheThriftpartofitswebsite.

Meanwhile,alsointhetopfivegrowersalongsidenichenames

FASTESTGROWINGRUSSIANMARKETPLACESBYGMV

GOATandStockXisoneofthebiggestnamesinU.S.retail,onlineandoffline:Walmart.Walmartgrewitsonlinemarketplacebusiness25.0%in2023,stayingstrongatNo.9amongonlinemarketplacesworldwide.

2023RANK

COMPANYNAME

CATEGORY

SUBCATEGORY

2023TOTALGMV

20233PGMV

YOYGROWTHIN2023

13

Ozon

MassMerchant

Generalmerchandise

$19,580,608,828

$19,580,608,828

110.3%

21

Wildberries

MassMerchant

Generalmerchandise

$29,669,701,542

$8,900,910,463

7.5%

66

Lamoda

Apparel&Accessories

Generalapparel

$965,837,872

$350,359,566

3.3%

Source:DigitalCommerce360

FASTESTGROWINGU.S.MARKETPLACESBYGMV

MARKETPLACE

2023RANK

TYPE

YOYGROWTHIN2023

Temu

18

Pure

4901.7%

NuulyThrift

98

Hybrid

125.4%

GOAT

25

Pure

25.0%

WalmartInc.

9

Hybrid

25.0%

StockX

23

Pure

20.0%

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shopperspeaks

EVERYONE’SDOINGIT:MOSTCONSUMERS

SHOPONLINE

NewsurveydatafromDigitalCommerce360andBizrateInsightshighlightswhatconsumersgotoonlinemarketplacesfor,whyandwhatreservationstheyhave.

Almostallonlineshoppersbuyfromonlinemarketplacesatleastonceaweek,newDigitalCommerce360andBizrateInsights

researchshows.

Divingdeeper,morethanhalfofconsumersbuyfromonline

marketplaceseitherafewtimesamonthorafewtimesaweek.

30.09%ofrespondentsinasurveyof1,017consumerssaidtheybuyfromonlinemarketplacessuchasAmazon,eBayandEtsyafewtimesamonth.Meanwhile,20.16%saidtheybuyfromoneafewtimesaweek.Everyrespondentsaidtheybuyfromonlinemarketplaces,andonlyseven(0.69%)wereunsureofhowoften.

WHOBUYSFROMWHICHMARKETPLACE?

Morethanthree-quarters(75.81%)ofsurveyedconsumerssaid

they’vepurchasedfromaselleronAmazon’smarketplace.

Similarly,35.2%didn’tknowiftheirpurchaseonthemarketplacecamefromAmazonitselforaseller.Additionally,aboutathirdsaid

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11SHOPPERSPEAKS

THESTATEOFGLOBALONLINEMARKETPLACES

theyweremorelikelytobuyaproductonthemarketplacefromAmazonitselfratherthanfromathird-partyseller(32.84%).

Morethanfourin10saidtheyhaveleftaproductreviewonAmazon(43.56%).Thatcompareswithjustoveraquarter(25.27%)whosaidthey’veleftaproductreviewonamarketplaceotherthanAmazon.

Whenitcomestoothermarketplaces,38.05%haveboughton

Walmart’sfromathird-partyseller.37.56%havepurchasedonotherU.S.marketplacesbeyondAmazon,eBayandWalmart.And27.53%saidthey’veboughtfromspecialtymarketplaces.Thatincludes

marketplacessuchasEtsy,NeweggandReverb,whichfocusonuniquecategoriesorcustomersegments.

OutsideofU.S.-basedmarketplaces,28.12%havepurchasedfromaChinesemarketplace(suchasTmall,Tabao,JD,AliExpressorTemu).

CONSUMERINSIGHTS

AMAZON,EBAYANDETSY?

HOWOFTENDOYOUBUYFROMMARKETPLACESSUCHAS

20.16%

15.63%

13.86%

12.19%

7.37%

0.00%

30.09%

DailyAfewtimesaweek

OnceaweekAfewtimes

amonth

OnceamonthAfewtimes

ayear

Never/Don’tknow

DigitalCommerce360andBizrateInsightssurveyof1,017onlineshoppers,2024

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12SHOPPERSPEAKS

THESTATEOFGLOBALONLINEMARKETPLACES

Intotal,just13.37%saidproductstheypurchasedonmarketplacesinthepastwereoutofstock,notavailableorhadlongdeliveryleadtimes.6.78%saidtheyreceivedacounterfeitormisrepresented

productonamarketplace.

Notevenoneinfivesurveyedconsumersplacedanorderonamarketplaceforsame-daydelivery(16.22%).

CONSUMERINSIGHTS

WHICHOFTHEFOLLOWINGDESCRIBESYOUREXPERIENCESWITHMARKETPLACESOVERTHEPASTYEAR?

Pleaseselectallthatapply.

IhavepurchasedfromanAmazonselleronAmazon’smarketplaceIhaveleftaproductreviewonAmazon

IhavemadeapurchaseonWfromasellerotherthanWalmart

IhavepurchasedonotherU.S.marketplacesbeyondAmazon,eBayandWalmart

ImadepurchasesonAmazonandIdidn’tnoticeiftheproductwassoldbyAmazonoramarketplacesellerIwasmorelikelytobuyaproductfromAmazonitselfthanfromathird-partysellerthroughAmazon

IhavepurchasedfromaChinesemarketplace(Tmall,Taobao,JD,AliExpressorTemu,etc.)

Ihavepurchasedfromspecialtymarketplacesthatfocusonauniquecategoryorcustomersegment(Etsy,NeweggorReverb,etc.)

IhaveleftaproductreviewonamarketplaceotherthanAmazonIplacedordersforsame-daydeliveryonamarketplace

ProductsIhavepurchasedonmarketplacesinthepastwereoutofstock,notavailableorhadlongdeliveryleadtimes

IhavereceivedacounterfeitormisrepresentedproductonamarketplaceIhavepurchasedonothernon-listedmarketplaces(pleasespecify)

Other(pleasespecify)

None

75.81%

43.56%

38.05%

37.56%

35.20%

32.84%

28.12%

27.53%

25.27%

16.22%

13.37%

6.78%

5.31%

2.65%

3.15%

DigitalCommerce360andBizrateInsightssurveyof1,017onlineshoppers,2024

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13SHOPPERSPEAKS

THESTATEOFGLOBALONLINEMARKETPLACES

MARKETPLACESHOPPINGCHALLENGESIN2024

Whenitcomestomarketplaceshoppingchallenges,themost

citedanswer,whichoverathirdselected(35.5%),wasthatpriceswerehigherin2024thanthepreviousyear.Onthatsamenote,morethanaquarter(27.43%)saidshippingfeeswerehigher,too.Moreover,23%saidtherewerelongerleadtimesfordelivery.

Aboutafifth(20.55%)saiditwasdifficulttodistinguishbetweenthird-partymarketplacesellersanditemssoldbythemarketplaceowneritself(suchasAmazonBasicsproductsonA).

16.42%saidtheystruggledtodiscernifproductsweremadeintheUnitedStates,andanother14.75%saidtheystruggledtodiscernwhetherproductswerecounterfeit.

CONSUMERINSIGHTS

DIDYOUFACEANYCHALLENGESWITHYOURMARKETPLACESHOPPINGEXPERIENCESOVERTHEPASTYEAR?

Pleaseselectallthatapply.

Thepriceswerehigherthaninthepast

Theshippingfeeswerehigherthaninthepast

Therewerelongerleadtimesfordelivery

Itwasdifficulttodistinguishbetweenthird-partymarketplacesellersanditemssoldbythemarketplaceowneritself(suchasAmazonBasicsproductonA)

Moreproductswereoutofstock

DiscerningifproductsweremadeintheUSA

Discerningifproductswerecounterfeit

Thecustomerservicewasmorelimitedorrequiredlongerwaittimes

Therewasamorelimitedassortment

Other(pleasespecify)

35.50%

27.43%

23.01%

20.55%

17.31%

16.42%

14.75%

12.19%

11.50%

1.18%

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14SHOPPERSPEAKS

THESTATEOFGLOBALONLINEMARKETPLACES

BEHAVIORANDPERCEPTIONS

Howconsumersfeelaboutshoppingonamarketplaceisalsoinsightful.

Morethanafifthofsurveyedshoppers(21.53%)saidtheynoticedpricesonmarketplacesareoftenlowerthanthoseonother

retailers’sites.

16.52%ofconsumerssaidthefees,includingshipping,areoftenlessthanonotherretailersites.Meanwhile,13.96%saidtheprices,includingshippingfees,wereinlinewiththeretailersitesthey

normallyshop.

CONSUMERINSIGHTS

HOWHAVEYOURMARKETPLACEBUYINGBEHAVIORANDPERCEPTIONSCHANGEDOVERTHEPASTYEAR?

Pleaseselectallthatapply.

Thepricesonmarketplacesareoftenlowerthanonotherretailers'sites

Ihaveshoppedonsocialmarketplaces,suchasFacebookIfindthebroaderassortmentsonmarketplacesappealing

Iammorecomfortablewiththeonlinemarketplacemodelgivenmypurchasesinthepastyear

Idislikewhenretailers,likeTargetorWalmart,addmarketplacesbecauseitbecomesclutteredandthepoliciesvaryforeachproduct

Thefees,includingshipping,areoftenlessthanonotherretailersites

MarketplaceshadmoreinventorythansomeoftheindividualsiteswhereIshopMoreofmyonlinepurchasesarenowtakingplaceatmarketplaces

Ishoppeddirectlyonsellers’websitesinsteadofonlinemarketplacesItriednewonlinemarketplaces

Theprices,includingshippingfees,wereinlinewithretailsiteswhereIshop

ThecustomerserviceIreceiveonmarketplacesisonparwithretailsiteswhereIshopIdislikeshoppingonmarketplacesbecausetherearetoomanyoptions

IshoppedexclusivelyonmarketplacesNoneoftheabove

21.53%

21.44%

19.37%

18.19%

18.19%

16.52%

16.13%

15.44%

14.95%

14.65%

13.96%

9.34%

5.90%

5.21%

17.11%

DigitalCommerce360andBizrateInsightssurveyof1,017onlineshoppers,2024

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15SHOPPERSPEAKS

THESTATEOFGLOBALONLINEMARKETPLACES

Inaddition,nearlyoneinfive(19.37%)saidtheyfindthebroader

productassortmentsonmarketplacesappealing.Asimilaramount,16.13%,saidonlinemarketplaceshadmoreinventorythansomeoftheindividualretailers’siteswheretheyshop.

18.19%saidthey’remorecomfortablewiththeonlinemarketplacemodelgiventheirpurchasesinthepastyear.Thiscouldreflect

shopperscomparingpricesonmarketplacesratherthanshoppingsolelywithasingleretailer.Ontheotherhand,thesameamount

saidtheydislikewhenretailers,likeTargetandWalmart,addonlinemarketplaces.Theseconsumerssaidthemarketplacesbecome

clutteredandpoliciesvaryforeachproduct.

ONLINEMARKETPLACEBUYINGBEHAVIORIN2024

Morethanhalfofsurveyedconsumers(58.11%)saidthey’llbuyfromonlinemarketplacesatasimilarratein2024as2023.Justovera

fifthsaidthey’dbuymore(21.14%).Andjustoveratenthsaidthey’dbuyless(11.6%).Justunder5%eachsaidtheybuyexclusivelyon

marketplaces(4.42%)ordon’tnowanddon’tintendto(4.72%).

Thisisanareawhereaconsumer’sagefactorsintodecision-making.

CONSUMERINSIGHTS

HOWDOYOUANTICIPATEYOURBUYINGBEHAVIORONMARKETPLACESCHANGINGFROMLASTYEAR?

soieaorltlaces4.42%

Willbuyaboutthesameonmarketplaces21.14%

58.11%

Willbuylessonmarketplaces

11.60%

Don’tbuyonmarketplacesnowanddon’tintendtointhefuture4.72%

DigitalCommerce360andBizrateInsightssurveyof1,017onlineshoppers,2024

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RESEARCH

AWorldofPossibilities

ToTellYourStory&

BroadenYourReach

WHATPROJECTSCANWECREATE?

●ThoughtLeadership&CustomResearchReports

●CaseStudies

●BenchmarkingData

●Webinars

●Charts&Infographics

●NEWfor2024!ExecutiveVideoInterview

DigitalC/custom-research-opportunities/

Customsolutionsfor leadingcompanies.Let’sbuildyourstoday!

17SHOPPERSPEAKS

THESTATEOFGLOBALONLINEMARKETPLACES

BUYINGBEHAVIORVARIESBYAGE

Morethanthree-quartersofconsumersages65andup(75.68%)

saidthey’llbuythesameamountfromonlinemarketplacesthis

yearasin2023.Thatfiguregoesdownmorewitheachyoungeragegroup.67.5%ofshoppersages55to64saidthey’dshopthesameamountin2024aslastyear.Thatfallsto61.63%forthoseages40to54,andtojustoverhalfforthoseages30to39(51.21%).Not

evenhalfofthoseages18to29(43%)saidthey’dbuythesame

amountfromonlinemarketplacesin2024astheyearbefore.That’sbecausethetrendreverseswhenitcomestobuyingmorefrom

onlinemarketplacesin2024versustheyearbefore.

Nearlyathirdofconsumersages18to29(30.5%)saidthey’llshopmorefromonlinemarketplacesthisyear.Thatgoesdowntojust

overaquarterforthoseages30to39(25.81%),andjustoverafifthforthoseages40to54(20.16%).14.5%ofconsumersinthe55-64agegroupsaidthey’llbuymorefromonlinemarketplacesthisyear.Andthatgoesdowntojust8.11%forthose65andolder.

Whenitcomestobuyinglessfromonlinemarketplacesin2024,theagegroupthatcitedthatresponsemostwasthose40to54(13.57%).Andtherewasnosuchone-sidedtrendamongage

groupsliketherewasforbuyingmoreorthesameamountthisyear.Thatwasalsothecasefortheconsumerswhodon’tbuyonmarketplacesnowanddon’tintendto.

However,therewasacleartrendamongthesmallcohortof

consumers(4%ofthetotalsurveyedgroup)whosaidtheywillbuyexclusivelyonmarketplaces.Withinthat4%,thoseinthe18-29

agegrouparemostlikelytobuyexclusivelyonmarketplaces(9%).Thatfallsto7.66%forthose30to39yearsold,and2.33%forthose40-54.Just1%ofthoseinthe55-to-64agegroupsaidthey’dbuyexclusivelyonmarketplaces.Noneofthesurveyedconsumersin

CONSUMERINSIGHTS

ONAMARKETPLACE,WOULDYOUBUYFROMBRANDSORSELLERSTHATYOU’VENEVERHEARDOF?

Yes49.26%

No

19.86%

Don’t

know

30.88%

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18SHOPPERSPEAKS

THESTATEOFGLOBALONLINEMARKETPLACES

the65andupagegroupsaidthey’dbuyexclusivelyfromonlinemarketplaces.

EXPLORINGNEWPRODUCTSONMARKETPLACES

Nearlyhalfofsurveyedconsumerssaidtheywouldbuyon

marketplacesfrombrandsorsellerstheyhadn’theardof(49.26%).Justunderafifth(19.86%)saidtheywouldn’t.Theremainder

(30.88%)wereunsurewhatthey’ddo.

Almosthalfofconsumerssaidtheyhavepurchasedfromaseller’sownwebsiteafterfindingtheirproductsonamarketplace(49.36%).Overathird(36.58%)havenot,and14.06%wereunsureiftheyhad.

MARKETPLACEVERSUSDIRECT-TO-

CONSUMER:WHATCONVERTSSHOPPERS

InlinewithpreviousDigitalCommerce360surveyfindingsandconventionalwisdom,priceiskeyforshoppers.

Mostconsumers(52.61%)saidbetterpricesinfluencethemtopurchasefromanonlinemarketplaceratherthangoingstraighttoaretailer’ssite.Closebehindwasfreeordiscountedshipping

CONSUMERINSIGHTS

HAVEYOUEVERPURCHASEDAPRODUCTFROMASELLER’SOWN

WEBSITEAFTERFINDINGTHEIRPRODUCTSONAMARKETPLACE?

Yes

NoIdon’tknow

49.36%

36.58%

14.06%

DigitalCommerce360andBizrateInsightssurveyof1,017onlineshoppers,2024

COMMERCEA360RETAIL

?Copyright2024DigitalCommerce360&VerticalWebMediaLLC.Allrightsreserved.ContentpublishedJuly2024.

19SHOPPERSPEAKS

THESTATEOFGLOBALONLINEMARKETPLACES

(50.34%citedit).Nootherfactorgotmorethanhalfofconsumerstoselectit,butmorethanathirdciteddeliveryspeed(38.74%).

Meanwhile,morethanaquartercited:

?In-stockproducts(31.27%)

?Moreconvenientwaytoshop(30.78%)

?Easeoffindingspecificitems(27.63%)

CONSUMERINSIGHTS

WHICHOFTHEFOLLOWINGINFLUENCESYOUTOMAKEAPURCHASE

FROMAMAR