The search volume on European and American e-commerce platforms is 5 times that of brand websites

Recently, research organization InRiver conducted a consumer behavior survey on 6,000 adults from the United States, the United Kingdom and Germany, and found that respondents were five times more likely to search for products on e-commerce platforms than on brand websites.

The study found that when looking for products, 44% of respondents said they would first search on e-commerce platforms such as Amazon and eBay , 19% said they would start from search engines , and 9% would start from brand websites. Among people aged 18 to 24 , more than half ( 52% ) of the respondents said they would start from e-commerce platforms, and 18% would search from search engines .

In addition, only 14% of respondents would not turn to a competitor’s product if their preferred product was not available , which means that 86% of respondents would turn to other merchants.

The study also showed that 45% of respondents believe that product information is important , and 82% will check product information in multiple places if they find insufficient information the first time. Consumers value product details more ( 39%) than pictures ( 24% ), customer reviews and ratings ( 19% ) , and videos ( 12 % ) .

Thomas Zanzinge, CEO of InRiver, said : “ It is no longer enough to excel on one or two channels. Consistently high-quality experiences, findability and usability are a must across all categories or brands risk losing customers . Brands can no longer rely solely on their name to close deals. Loyalty has changed, and brands need to ensure they meet customer expectations across both the product and the purchase process to compete with e-commerce platforms. ”

The survey shows that e-commerce platforms are currently the mainstream channel for consumers to shop online. The continuous influx of new sellers on Amazon also proves this. Amazon officials said that in the past year, more than 200,000 new third-party sellers joined Amazon's US site, a year-on-year increase of 45%. During this period, the number of sellers with sales exceeding $1 million increased by nearly 15%.

Another surprising thing is that consumers still pay a lot of attention to product details. Recently, some sellers have used extreme means to dress up the review section and paid a heavy price, but in fact, product details are also important, and sellers may wish to pay more attention to this.

Europe and America

E-commerce