Where do you buy more: Amazon, AliExpress, eBay …?


These are some of the figures that reveal the latest edition of the “Annual Study of Marketplaces Spain 2021” made by Tandem up. And it seems that most consumers have already taken away the fear of buying through the Internet. Online shopping is safe and gives us the advantage of being able to do it without leaving home, that is, it is convenient and saves us a lot of time. Amazon the leader On platforms such as Amazon , it is important to check if the product is from Amazon or from other sellers, since it allows us both to buy directly from Amazon and to buy in a Marketplace that is within the platform. It has already become the undisputed leader as a Marketplace for Spanish consumers, although the reality is that AliExpress is gaining ground. In terms of market penetration, AliExpress was one of those that grew the most by 7% compared to the last study. Even so, it is Amazon that continues to lead the traffic. Amazon has the ability to capture 9 out of 10 visitors and to retain the same number of buyers. Spaniards consider it the ideal place to buy due to the variety, quality and competitive price of its catalog. In addition, it is where the highest volume of purchases are registered per user. AliExpress in the wake of Amazon AliExpress is characterized by being the cheapest Marketplace, although its attention to customers and orders that never arrive they have not made it a good name among consumers. Only 50% of users who visit AliExpress end up buying something. A figure much lower than that maintained by Amazon and from which we can subtract the conclusion that the products offered by AliExpress may seem curious to us, but they do not quite convince users at the time of purchase. Another reason why AliExpress sells less than Amazon may be related to shipping times, since Amazon in that sense is relentless and rarely does one of its orders arrive in the estimated time. In the minds of buyers Amazon also holds the first position with 83%, however, AliExpress or Ebay are able to stay in the minds of Spanish consumers in 39% of cases. Ebay takes the bronze During 2021, an increase in purchases has been observed in Marketplaces, this year being 4.2% compared to 3.8% in 2020. This means that consumers have expanded the Marketplaces where they decide to buy, but companies such as El Corte Inglés or Carrefour they are still far from obtaining figures such as those of Amazon, AliExpress or Ebay. Ebay has been decreasing its market penetration share since 2018 but even so it is placed in third position with a 41% penetration within the Marketplaces where Spaniards shop. It also remains in third position in terms of the notoriety it causes in consumers with 39% like AliExpress. Behind Ebay, those who sell the most are companies such as El Corte Inglés or Carrefour, although it should be noted that 9 out of 10 buyers from other Marketplaces also buy on Amazon, making it the leader again because it is able to achieve that, although consumers Buy in other Marketplaces do not stop buying in Amazon.

This data comes from MediaIntel.Asia's Media Intelligence and Media Monitoring Platform.

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