The Allure of an Online Marketplace

Many consumers prefer to do their shopping there vs. retail sites

Author: Rimma Kats

December 11, 2017

When shopping online, more consumers prefer to buy something directly from an online marketplace like Amazon than a retailer like Target. 

These findings come from a recent study by loyalty marketing provider Clutch, which surveyed 1,000 US digital buyers who made a digital purchase in the seven days preceding the poll. In fact, respondents were more than twice as likely to prefer an online marketplace (69%) over a retailer’s website (31%).

For the most part, price was a significant driver for those shopping via online marketplaces. More than half of digital buyers surveyed said they prefer to shop on the platforms because they’re able to compare and find the lowest prices. Meanwhile, nearly one in five said they like that they’re able to purchase multiple items from different brands.

But shopping from a retailer’s site also has its advantages. And price, once again, comes out on top. Some 37% of digital buyers said they prefer to shop directly from a retailer’s website because of the lower prices they get from discounts or coupons. 

And price wasn’t the only appealing factor. Roughly a quarter said they trusted the brand, and another 17% said they liked that they could pick up the items in-store.

Whichever way you look at it, there are constant pros and cons related to various shopping behaviors.

A recent study from digital retail display company June20, conducted by Propeller Insights, found that while some people really like shopping digitally because they don’t have to wait in line, others would rather shop in-store because they don’t have to wait for the product to be delivered. Even worse for some was the possibility of having the wrong item shipped to them. 

Sponsored Content: It’s important to be able to sift through and understand shopping behaviors to drive customer acquisition, increased loyalty and lifetime value. Data, analytics and AI can come in handy. To learn how, check out eMarketer's Roundup: Driving Customer Engagement.


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