The experts surveyed 1,500 respondents aged 18 to 65 and studied sales data from 22,000 online stores and retail outlets that operate on RetailCRM.
Buyers choose online stores instead of marketplaces
Most often, people buy clothes, household appliances jamaica phone numbers and cosmetics in online stores
Payment — upon ordering, receipt — at the pick-up point
A wide range of products and a large number of pick-up points attract buyers of marketplaces, but scare them off with counterfeit goods
Research results
Shoppers Choose Online Stores Over Marketplaces
82% of online shoppers use online stores, 78% have made purchases there in the last six months. According to the survey results, 57% buy about the same amount as before the expansion of marketplaces, 31% began to buy in online stores much less often/
Marketplaces vs. Your Own Online Store: Where to Sell in 2024
Despite the boom of marketplaces, online stores are still popular with buyers
Despite the boom of marketplaces, online stores are still popular with buyers
"The total revenue of sellers who process orders through RetailCRM has grown by 50% over the year. This is data for stores that sell only through their own website. The average bill has also grown — now it is 6,500 rubles.
There is another growth dynamic: more and more online stores are opening in certain niches — pet supplies, household appliances and electronics, cosmetics, auto goods"
Dmitry Borozdin
Dmitry Borozdin
CEO RetailCRM
Most often, people buy clothes, household appliances and cosmetics in online stores.
The respondents are most in demand for clothing — 71% of buyers choose it. In second place are household appliances and electronics, in third place — cosmetics. Moreover, 50% of respondents choose a single-brand online store, 48% — a multi-brand store, and 47% — universal hypermarkets.
How to start selling on Wildberries
Clothing is at the top of the categories among surveyed buyers
Clothing is at the top of the categories for surveyed shoppers
"We see that online stores remain popular with consumers, and online sellers understand this. Having your own platform helps businesses maintain customer loyalty, provide them with quick feedback, a comfortable path, and not get lost among the many offers on marketplaces. In the context of growing competition and demand for an individual approach, having your own successful platform can become an important competitive advantage for a business."
Dmitry Karamshin
Dmitry Karamshin
Commercial Director of YuMoney
Consumers are often loyal to stores they have had a positive experience with and are more likely to return to them rather than look for a new one.
79%
of shoppers shop on their favorite sites for several years
"Marketplaces have done an important job: they have helped online shopping gain consumer trust and created a positive experience of fast, convenient shopping. However, not all products are equally well suited for sales on marketplaces. For example, online stores are more effective in selling products that require consultation and an individual approach, such as medical equipment and cosmetics, exclusive, fragile, expensive items. They cannot be sent on a long journey to a pick-up point."
Dmitry Borozdin
Dmitry Borozdin
CEO RetailCRM
Register
in RetailCRM and develop your business with usManage business processes in a single window. Accept orders from chats, automate sales, loyalty programs and mailings to increase profits
Register14 days ★test period
Payment - upon ordering, receipt - at the pick-up point
68% of buyers pay for their order in an online store immediately. 32% of respondents choose to pay after receiving the order. At the same time, most buyers of online stores and marketplaces spend an average of 5,000 rubles on one purchase. The average delivery time for online orders is 2-4 days. This suits 31% of buyers. 28% of respondents are ready to wait 3-5 days, 41% are ready to wait more than five days.
Read on the RetailCRM blog
Why shoppers abandon shopping carts in online stores: a study by RetailCRM and Y.Kassa How a CRM system helps optimize business processes and earn more How to choose a CRM system for your business How segmenting your customer base helps increase salesA wide range of products and a large number of pick-up points attract buyers of marketplaces, but are repelled by counterfeit goods
64% buy on marketplaces weekly or monthly. The rest of the respondents do not buy so often. For example, 31% buy once every 2-3 months, and only 5% - once every six months to a year. One of the decisive factors for buying is that marketplaces offer a wide range of products. But there is also something that scares off - counterfeit goods. At the same time, buyers come to both marketplaces and online stores for the same goods.
Clothing and footwear are the leaders among goods on marketplaces and in online stores
Clothing and footwear are the leaders among goods on marketplaces and in online stores
There are two more factors that make respondents buy more often on marketplaces: convenient location of pick-up points and their large number.
At the pick-up point, buyers can contact an employee if there is a problem with the order - this also affects the overall safety of the purchase process.
Buyers choose delivery to the pick-up point
Most often, buyers order delivery from marketplaces to pick-up points
Among the disadvantages of marketplaces, respondents highlight the following:
it is impossible to get a personalized experience and personal consultation - 36%;
high probability of receiving goods in damaged packaging - 33%;
the risk of paying for a fake or counterfeit product is 32%.
"A personal approach is becoming one of the key drivers of online trade development. Marketplaces with their wide range of products and high traffic levels are often less effective in this regard. On your own platform, you can create a unique design and functionality that correspond to the brand concept, use your own promotion and communication tools. The seller has direct access to the audience, which allows you to build individual relationships with customers and create personalized offers"
Dmitry Karamshin
Dmitry Karamshin
Commercial Director of YuMoney
RetailCRM Telegram ChannelSubscribeWe write about e-commerce, retail and show customer cases
Research results
1. Only 12% of online shoppers have completely switched to marketplaces.
2. 82% of respondents use online stores, and 78% have made purchases in them in the last six months.
3. Most often, people buy clothes, household appliances, electronics, and cosmetics in online stores.
4. 79% of shoppers have been shopping on their favorite sites for several years.
5. The main advantages of marketplaces are a wide range of products and convenient locations of pick-up points. Disadvantages: lack of personalized service and the risk of receiving goods in damaged packaging.