Which are the most popular marketplaces? Latest consumer survey results

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By Published On: September 29, 20220 Comments

eBay? Amazon? Catch? Find out which marketplaces shoppers have purchased from in the last year. Spoiler: There's a fight for top spot!

Each fortnight Power Retail surveys over 1,000 Aussie shoppers to track changes in consumer behaviour. Our latest survey took a deep dive into Australian marketplaces and the results may surprise.

We asked shoppers which marketplaces they have shopped at in the last 12 months. eBay and Amazon are neck and neck when it comes to marketplace popularity. An identical majority (59%) say they have shopped with both eBay and Amazon in the last year, putting them in equal first place. 54% have shopped on the Bunnings marketplace and 41% have shopped on Catch, putting them in second and third place respectively.

The Iconic (22%) is more popular than ASOS (13%), though more online shoppers have purchased from Myer in the last year (30%). Facebook Marketplace (37%) is more popular than Gumtree (20%) and Grays (4%).

If you’re looking to expand your marketplace presence, knowing where consumers are shopping is vital.

Marketplace Popularity

Source: Power Retail Switched On Trajectory Report #53

While eBay and Amazon are similar in terms of marketplace popularity, a far higher proportion of Aussie shoppers have an Amazon Prime membership (39%) than those who have an eBay Plus membership (17%). A fairly high proportion of shoppers (46%) don’t have any marketplace memberships. This could speak to the fact that a high percentage of shoppers aren’t frequent marketplace shoppers, making the membership of less benefit for them. In fact, the largest proportion of marketplace shoppers (49%) shop a couple of times per year. A quarter (25%) of all respondents shop on a marketplace monthly, which is the next most popular option, compared to 6% who shop on one weekly.

Marketplace versus retailer websites

Source: Power Retail Switched On Trajectory Report #53

When shoppers do head to a marketplace to shop online, what are the reasons they head there rather than directly to a retailer’s website? Pricing. The majority (64%) say better price is when they’ll opt for a marketplace over a retailer. Cheaper delivery (52%) also influences marketplace spend.

Want to find out more? Download Trajectory #53, FREE for Power Retail Switched On Members.

PLUS join our fortnightly Market Update, in which we present findings from the most recently published Trajectory Reports. FREE to join (for both Switched On members and non-members), and just 15 minutes! Our next Market Update will take place on Wednesday, 6 October at 1 pm, and we’ll be taking a deep dive into Retailer Apps. Register here.

The e-commerce landscape is changing. With a Power Retail Switched On membership, you get access to current e-commerce revenue and forecasting, traffic levels, average conversion rate, payment preferences and more!

About the Author: Natasha Scholl

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