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Published
Mar 21, 2018
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Ignoring Amazon and eBay is harming UK retailers - report

Published
Mar 21, 2018

UK retailers that don’t have a strategy for selling via marketplaces such as eBay and Amazon are failing in their omnichannel ambitions, a new report shows.


Rails may be crowded with product but without a marketplace and app strategy, retailers will lose sales, a new report shows


A study by e-tail/digital agency Visualsoft has found 61% of UK retailers aren’t using marketplace platforms. That figure is based on a study of 240 of the UK’s leading names.

They’re missing out on reaching the very wide audience that marketplace platforms could expose them to, something that’s very worrying given, for example, eBay’s audience of 170 million shoppers. And it’s also a concern as marketplaces such as Amazon and eBay take an ever larger share of fashion sales.

The analysis showed that 98% of brands have a website but too many seem to see this as the end of the story and less than half support their own sites with other sales channels.

And the research found that retailers are neglecting another key growth area too - app shopping. Only 51% of brands have invested in this technology. That’s despite app conversion being three or four times higher than that of mobile optimised sites alone and around 80% of mobile shoppers using apps.

Visualsoft’s ‘head of onboarding’ Chris Fletcher said: “We know that consumer behaviour is changing, with an increasing number of customers starting their purchase journey on Amazon and eBay. Retailers need to ensure they maximise sales by making the most of all available marketing tools. This could be particularly important with Easter just around the corner and future spending holidays in the retail calendar on the horizon throughout 2018.”

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