Electronics, home and fashion, the most purchased products in marketplaces in Spain (2020) – Marketing 4 Ecommerce – Your online marketing magazine for e-commerce

The quarantine has boosted online sales, and marketplaces have positioned themselves as big winners from the confinement caused by the Covid-19 pandemic. Now more than ever consumers turn to online stores like Amazon to make their regular purchases. In fact have increased their orders by 39% since March 14in addition to the fact that 47% of Spanish online consumers claim to have increased their average ticket per order, according to that made by the agency TandemUp.

Home, fashion and IT: the strongest categories in marketplaces

The study points out that electronics continues to lead purchases in marketplaces (78%). In second place are purchases of household products (65%), followed by the fashion category (63%) and computers (62%). On average, Spanish online consumers buy 5.3 categories of products in this type of eCommerce.

These four main categories cut across the different buyer profiles. However, the intensive stand out from the rest in computing and in categories like beauty and baby.

The most purchased products vary according to the type of consumer: women buy a greater proportion of household products, fashion, stationery and beauty, while men are more inclined towards electronic products.

young people among 18 to 30 years old buy an average of 6 categories of products in marketplaces, an average that decreases to 4.5 categories within the age range between 45 and 65 years.

The confinement due to the coronavirus has modified consumption habits

Of course, the most purchased products on marketplaces also reflect the pressure and fear of shortages due to confinement: a 19% of online consumers in Spain have already bought toilet paper in marketplaceswhile 26% of them bought some material related to hygiene or protection, such as gloves or masks, in this channel in recent weeks.

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The lockdown has also had a direct effect on the number of categories we buy on marketplaces. During the last three weeks the number of categories has been reduced and the one that has lost the most penetration is fashion. On the other hand, books have gained ground, as has Parapharmacy, even compared to categories such as information technology.

new buyers

The lockdown has brought new online consumers to marketplaces, with some product categories capturing more of their attention than others: household products have gained 8% of consumers in recent weeks on marketplaces, followed by books (7%) and electronic products (5%). Other categories that have increased their number of consumers are computers (2%) and beauty (2%).

However, despite the fact that during this confinement caused by Covid-19 the number of categories that are bought in marketplaces has been reduced, the conclusion of what has been bought has not changed: women buy household products in greater proportion (34%) and beauty (27%), while men continue to buy more electronics (46%)

You can access the Study and learn about each of the details about the marketplaces, their consumers and their scope in Spain.

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