New research from Visualsoft has shown that the number of retailers using third-party platforms, such as Amazon, eBay and Google has fallen.
That’s despite 45% of consumers saying they’re more likely to go to Amazon before any other shopping source.
The study looked at the UK’s top 250 retailers and showed that 36% of them used third party marketplaces – down from 39% in 2017. Meanwhile only 28% of stores are using Google Shopping – a 3% drop year-on-year.
Visualsoft believes that with Google Shopping adverts driving 76% of global retail search advertising spend that retailers could be missing out on multichannel sales.
“The retail market is becoming increasingly fragmented, with an ever-growing range of channels through which shoppers can begin, continue and end their purchasing journey. Whilst focusing on an effective website is vital, brands must never underestimate the importance of multi-channel selling,” explained Head of Onboarding, Chris Fletcher.
“Worryingly, the figures have slumped slightly across key metrics – most of which were already underperforming. Many leading brands are therefore swimming against the tide of consumer behaviour and missing out on growth opportunities as a result.
“Brands that fall outside of the top 250 should therefore be jumping at the chance to make the most of this channel and the sales boost it can provide.”
You can read the report here.
