{"id":126003,"date":"2018-10-11T16:00:15","date_gmt":"2018-10-11T15:00:15","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=126003"},"modified":"2018-10-10T14:59:26","modified_gmt":"2018-10-10T13:59:26","slug":"customers-prefer-marketplace-to-retailers-for-repeat-purchases","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/ecommerce\/customers-prefer-marketplace-to-retailers-for-repeat-purchases\/","title":{"rendered":"Customers prefer marketplace to retailers for repeat purchases"},"content":{"rendered":"

Chart of the Day<\/em>: Shopping moves away from retailers after the first purchase<\/h2>\n

If your company sells products that lend themselves to repeat purchases, your marketplace visibility is essential. Cars, laptops, and suits may be more one-off buys (unless you\u2019re of a particularly affluent persuasion), but when customers want small items, they opt for online marketplaces over retailers and buying directly from brands.<\/p>\n

\"repeat<\/p>\n

Research from Salesforce and Publicis.Sapient<\/a> found that 87% of people begin their search for a product on digital channels, up 16% from last year. When asked where this search starts, 28% of people prefer to start with Amazon, though 48% of people prefer Google (a large increase from 17% of people last year).<\/p>\n

When searching for products for the first time, it would seem that the public prefers to find a retailer through Google, and then browse marketplaces for repeat purchases. Marketplaces topped various evaluation metrics in the report, including price (56%) and product availability.<\/p>\n

The following definitions were used for the research:<\/p>\n