Better price conditions, a larger product range and greater convenience: online marketplaces such as Amazon, eBay or Zalando are becoming increasingly popular with consumers. Above all, delivery is an important factor that influences the purchase decision. […]
Bad news for brick-and-mortar retailers: 87 percent of German consumers already make their purchases regularly via digital marketplaces. A market analysis by the Sendcloud shipping platform now shows that around 38 percent of consumers will continue to want to shop more frequently on digital marketplaces in the future.
Amazon is still the most popular
The main reasons for this include better price conditions in comparison with the store purchase, a larger product range and a higher level of comfort during the shopping process. According to the survey, consumers spend an average of 50 euros on an order.
Not surprisingly: marketplace giant Amazon has the most fans (65 percent), eBay comes in second place (13 percent), followed by Zalando (11 percent).
The topics of delivery and shipping are highly relevant for deciding for – or even against – a purchase online: around 60 percent of respondents would not order from a marketplace if it did not offer them their preferred delivery option. For almost 58 percent, the lack of a fast delivery option is even a decisive reason to decide against shopping on a digital marketplace.
The most popular shipping options include standard delivery, next-day delivery, nominated daily deliveries, mailbox deliveries, or delivery to a service point. 40 Percent of consumers have already opted for a shipping subscription – Amazon Prime is the most popular here.
“The great popularity of marketplaces reflects the success with which they meet consumer expectations, and if our study shows one thing, it is that delivery is an important factor here that influences the purchase decision,” says Rob van den Heuvel, CEO of Sendcloud.
For the study, the Pollfish survey platform surveyed over 6,000 participants in six countries (Germany, the Netherlands, France, the United Kingdom, Spain and Italy) on behalf of Sendcloud. More than 1,000 participants were interviewed in Germany.
*Alessa Kästner is a graduate of the Burda Journalism School, volunteered at Playboy and wrote for titles such as ELLE, Focus as well as advertising and selling. Her core topics as an INTERNET WORLD editor: E-commerce, marketing trends, sustainability and social media.