Electronics Retailers Not on Marketplaces Missing Out

Do you have a multichannel strategy, or do you focus solely on one channel for sales? Every fortnight, we survey thousands of online shoppers and combine these results to find out exactly what’s happening online, and how consumer behaviour is changing.

The latest Power Retail Shopper Profile took a deep dive into shoppers who purchase electronics and electrical products online. How do their shopping habits differ to overall e-commerce trends?

Interestingly, electronics shoppers have a preference for marketplaces when it comes to making online purchases. A massive 47% of electronics shoppers say that they prefer heading to marketplace rather than going directly to a retailer website (39%). This is not the case for all retailers. Fashion and health & beauty shoppers for example prefer to go direct to a retailer website rather than a marketplace. 

Electronics retailers without a marketplace presence are missing out on sales. Electronics shoppers, more than any other category type, are heading to marketplaces to shop online. 

Source: Power Retail Shopper Profile – Electronics, August 2021

We also asked all online shoppers their favourite category during sales events. What was number one? Almost three quarters of shoppers (72%) said electronics. While fashion may be the most popular purchase category overall, electronics and electrical products are the favourite items to shop at online sales events, with fashion coming in second place (67%) and house and garden coming in as third most popular for sales event shopping (49%). 

Electronics retailers who do not participate in online sales events need to seriously reconsider their strategy, whether that’s EOFY, Click Frenzy, Cyber Monday, Afterpay Day or others. Electronics retailers who do participate in sales events need to ensure they’re making the most of this opportunity, via general marketing, pricing strategy, Google Ads cut-through and ensuring stock levels are high. Consumers are heading to sales events with intent to shop for electronics, are you prepared? 

Power Retail’s Shopper Profile Reports are regular deep-dives into key retail categories, based on fortnightly surveys, with a minimum of 1,000 respondents each time. Free for Power Retail Switched On members, download the Shopper Profile: Electronics to find out more about:
– Demographics
– AOV for Fashion Products
– BNPL Usage
– Payment Methods Generally
– Purchase Behaviour
– Cart Abandonment
– Sales Events
And more!

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