We have been adapting new forms of consumption to our daily lives for years, and much more after these convulsive twenties, in which the arrival of Covid and confinement brought with them a multitude of changes, also affecting the profile of consumers. However, it seems that there is a sector that has benefited from these changes, that of marketplaces. And it is that 100% of Spanish online shoppers have made purchases in a marketplace in the last yearwhich corresponds to 76% of the Spanish population between 18 and 70 years of age.
On the other hand, the degree of knowledge that the Spanish population presents regarding “what is a marketplace” has experienced a considerable increase since 2019, going from being a concept known only by 38% of those surveyed to one known by 56% this 2022. These are some of the data revealed by the latest one carried out by the agency specialized in marketplaces. Do you want to know more? Keep reading 😉
Amazon continues to lead and has the most loyal customers
The marketplaces analyzed in the Tandem Up study are:
- amazon
- boulevip
- Conforama
- decathlon
- eBay
- The English Court
- FNAC
- The Redoute
- Leroy Merlin
- Hand hand
- pet owners
- MediaMarkt
- Promofarma
- Sprinter
- Worten
- zalando
Refering to market penetration (“Which of these marketplaces have you ever bought from?”), amazon is once again the undisputed leader aliexpress maintains its second position: both increased their penetration levels by 9 points, rising to 89% and 59% respectively with respect to the previous year. Negatively, the case of eBaywhich drops two places to fifth position due to the increase in the penetration share of The English Courtgoing from 38% in 2021 to 45% today, and from Carrefourfrom 33% in 2021 to 45% today.
Amazon is the marketplace with the most loyal customers, since these have only bought in an average of 4.5 more marketplaces. In the case of AliExpress, whoever buys in this marketplace also buys in 5.4 others. In the case of Ebay customers, it was 6.2 and in the case of El Corte Inglés customers, it was 6.3.
Also, in case there were any doubts about Amazon’s position, it should be noted that 9 out of 10 buyers from other marketplaces also make purchases from the technology giant.
Buyer profile and behavior in marketplaces
Sex is not revealed as a determining factor When defining the average marketplace buyer, the difference between the percentage of men and women is minimal, corresponding to 49% and 51% respectively. Likewise, by continuing to outline this x-ray, the study indicates that the average age is around 40 years. And, geographically, it is in the spaces outside the metropolitan areas of Madrid or Barcelona where a greater number of buyers are concentrated.
Of these online consumers, 9 out of 10 search for information on the internet before making a purchase, and 7 out of 10 do it in the marketplaces themselves, turning them into reference sources. In addition to this, 3 out of 4 online consumers search for and formalize the purchase through this channel.
The presence of marketplaces stands out in the mind of the consumer
On the other hand, 89% of those surveyed indicated a marketplace as their first spontaneous response when asked about online stores or eCommerces, a slight increase compared to 88% in 2021.
amazon is crowned as the most present option in the top of mind of the respondents, being 72% first response of these, and displaying an abysmal difference with respect to other online stores such as AliExpress or Ebay, which are the first response of 5% and 3% of those surveyed. Taking into account only the spontaneous total and not the order in which eCommerce and marketplaces were listed, Amazon still leads and is mentioned by 88% of people. The rest of online stores experience a considerable increase: AliExpress (54%), Ebay (32%) or El Corte Inglés (28%).
In addition, the tech giant is recognized by 93% of respondents when presented directly through suggested souvenir.
How is our ideal marketplace
When choosing one or another marketplace, consumers affirm that a series of aspects prevail. Particularly valued are cheap price (48%), Shipping costs free or cheap (39%), quality in general of the products (32%), offers and promotions (31%) and variety of products (27%).
Regarding these qualities, Amazon receives excellent ratings regarding all of them. In the case of aliexpress, the second most popular marketplace, stands out in six of the categories: price, shipping costs, offers, variety, possibility of consultation (along with Ebay) and purchase from the app. Y eBay It is highly valued for its opinion system and comments on the experience of other users. Noteworthy is the appearance of decathlonan online store that respondents related to aspects such as trust and ease of browsing their website.
How much do we Spaniards spend on marketplaces?
The purchase frequency has decreased slightly compared to 2021, going from an average of 13 times a year to 11.4 times. However, the opposite happens in the case of Average spending, which has increased €6.2, standing at €70.4 this 2022. The number of purchases made decreases but we spend more money on them.
If we break down this data depending on the online store in which the purchase is made, these vary, although this trend of increased spending and decreased frequency is appreciated with respect to the 2021 data. Leroy Merlin It leads the average ticket with an expense of €157.3 per purchase, while its frequency is the lowest, only 4 times a year. Carrefour, for its part, presents the best figures in terms of frequency-expendituresince buyers usually do it 14 times a year on average and spend €109.2 per purchase.
Intensive, frequent and occasional: the three consumer profiles
Also, in this study by it is possible to identify 3 types of marketplace consumer based on the data reflected in its frequency and average ticket value: intensive, frequent and occasional.
The consumer intensive It is the least common type: their purchase frequency is at least twice a month and they usually spend an average of €108.8 per purchase. For his part, the frequent presents a similar frequency, buys a little more than twice a month and at least once, while the price of their shopping basket drops to an average of €47.6. Finally, we find the buyer occasional, typology that covers 56% of online consumers. Their purchase frequency is quite low, every two months or less, and their average ticket is €66.9.
Household products, the most demanded one more year
The category home maintains its position as the favorite of Spanish consumers since last year he ousted electronics for the first time. This is related to the changes we have experienced in our routine since the pandemic, with the number of hours we spend in our homes increasing.
The category books, movies and music descends from fourth to sixth place in the ranking, in favor of the categories computing Y sportswhich rise from fifth to fourth place and from sixth to fifth respectively.
So much heavy, frequent, and occasional consumers show similar purchasing patterns with respect to the four main product categories, these being the most purchased by the three groups. As for the type of intensive buyer, the purchase of products from the beauty and parapharmacy, baby, food and luggage categories also stands out.
You can find out in detail the one where you will find all the relevant data about the business of this channel.
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