A recent ChannelEngine/Saprio research study has uncovered compelling insights that demonstrate that US consumers are actively engaging with online marketplaces, making it a prime channel for brands to connect with their target audience and drive sales. We’d love to share the full report with you and are happy to connect you with our executive team to further discuss insights. Some of the report highlights include:
Marketplaces are the Starting Point
Nearly half of US online shoppers (49%) begin their buying journey on marketplaces, with another 20% using search engines. This highlights the critical importance of a strong marketplace presence.
Browsing & Unplanned Purchases
Consumers are actively researching products (9 in 10) and spending significant time browsing marketplaces (averaging nearly an hour for low-value items and 1.5 hours for high-value items). Even more compelling, 60% of shoppers make unplanned purchases, indicating a high potential for impulse buys. This makes the US market particularly ripe for brands looking to drive sales through marketplaces.
Marketplaces Over Brand Websites
A striking two-thirds of shoppers prefer marketplaces over brand websites, primarily driven by the perceived wider selection and better prices. This reinforces the need to prioritize marketplace selling alongside your own website.
Amazon Dominance, Emerging Platforms
While Amazon remains the most popular marketplace (75% of shoppers have purchased there in the last 6 months), other platforms like Walmart (58%) and eBay (20%) also hold significant market share. It’s also worth noting the rise of social commerce platforms like TikTok Shop and Instagram, especially among younger demographics, and the high awareness (though lower adoption) of newer marketplaces like Temu and Shein.
You can download the full ChannelEngine/Saprio research study here.
