Online marketplaces such as Amazon and Zalando may be set to be the big winners of the second UK-wide lockdown surge, according to new research from ChannelAdvisor, which dives into how COVID has fundamentally altered the way consumers discover, research and buy products.
As shoppers have become more accustomed to the online experience across marketplaces and social platforms, the digital landscape has become ultra-competitive, with brands fighting to attract the attention of these fast moving savvy shoppers. This second lockdown is proving to be totally different from the first for brands and retailers, as shoppers are more confident and are shopping online earlier and in much greater volume.
With non-essential bricks and mortar closed, ecommerce platform ChannelAdvisor and research firm Dynata surveyed 1,022 UK online shoppers. Over half (52%) of respondents said they would begin their online shopping journey on online marketplaces. 30% said they would begin browsing on Google, while just 19% expect to begin with a brand or retailer’s website.
In signs that this behaviour had changed over time, 45% of online shoppers said they were spending more time on Amazon since the Coronavirus crisis began in March, with 33% saying they were spending more time on other marketplaces.
Window Shopping in COVID Lockdown surge
With consumers spending more time online than ever before, there were also signs that marketplaces will play a significant role in how many discover their purchases in the next two months. When asked where they had discovered products purchased online, 58% of respondents said they had found them while browsing marketplaces. 22% said they had discovered products via adverts on Google search, 17% named ads via TV or streaming platforms, while 18% said ads on social media chann
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