Which are the most popular marketplaces? And has there been a change in ranking since last year? (Spoiler: yes).
Shoppers heading online like never before, and marketplaces are the beneficiary of more confident online consumers. We know that 22% of shoppers start their product search on a marketplace, a number which has increased from 16% in May 2021.
So, which are the most popular marketplaces? Power Retail surveys thousands of consumers each fortnight, giving Switched On members valuable insights about exactly how, where and why they’re shopping online. The latest survey revealed that a massive 60% of Australian consumers have shopped on eBay in the last year. This puts the marketplace in top spot in terms of popularity. In 2020, Catch was in second place at 52%, however this year, 45% of shoppers say they have shopped there in the last 12 months. Amazon has now overtaken Catch, claiming its place as second most popular marketplace. Last year, 47% of consumers had visited Amazon. This has jumped to 54% in 2021. Many analysts predicted that Amazon’s penetration in Australia would take several years, and it seems that it has slowly but steadily made its mark. Kogan remains in fourth place, now at 38% usage, a slight increase on the 36% of consumers who had shopped their in 2020.
Source: Power Retail Switched On Trajectory #28
MyDeal has remained fairly steady, with 15% of online consumers now saying they have shopped there in the last year. This puts MyDeal in seventh place, behind Facebook Marketplace and Gumtree. Google Shopping, while still low, has jumped from 4% to 12%, some of the largest growth of all the marketplaces, and placing it ahead of other marketplaces like AliExpress and EziBuy.
While product range and target market are obviously key, for those with a multi-marketplace strategy, marketplace popularity helps decide exactly where to focus your energy. And for those without a marketplace strategy….it’s not too late.
Want to know the most popular product categories on marketplaces? Or why shoppers head to a retailer website rather than a marketplace (and vice versa)? Does it matter to shoppers whether a marketplace merchant is local or international? Download the latest Trajectory Report to find out this (and more!), free for Power Retail Switched On members.
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