the adoption of marketplaces among Spanish consumers it has progressively gained prominence, already being a large distribution channel. In fact, 76% of the Spanish population between the ages of 18 and 70 have bought on a marketplace During last year. The power of marketplaces is not only in search positioning, but also in its sale: 90% of consumers who carry out these searches end up buying on the channel itself and more than 60% prefer to buy on marketplaces rather than on the product’s own websites.
According to the study ‘Online Marketplaces in Spain’ made by Statista, Amazon It continues to occupy the first position in awareness and purchase, being the reference marketplace for 89% of Spanish consumers. AliExpress It improves nine points compared to last year 2021 and rises to second position: 59% of Spaniards choose this marketplace to make their purchases. While, eBay continues to decline to fifth position in the ranking, with 39%.
For their part, 45% of Spanish buyers choose The English Court which rises to the third position. decathlon enters stomping as a new player and occupies fourth place: 40% of Spaniards buy in this marketplace. Also MediaMarkt is new to the ranking occupying seventh place on the list. In your case, 34% of Spaniards choose this marketplace.
Amazon leads the awareness, Leroy Merlin spending and Aliexpress the purchase frequency
The marketplaces they are increasingly reaching but also more expensive. The report reveals that the Average ticket increases this year, reaching 70.4 euros compared to 64.2 euros in 2021. In this sense, leroy merlin it now leads average spending with 157.3 euros, followed by Carrefour (109.2 euros); and El Corte Inglés (104.8 euros).
Amazon is positioned as the favorite, consolidating itself as number one in notoriety. However, this year for the first time AliExpress leads the purchase frequency: Spaniards buy an average of 15 times a year in this marketplace. They are followed by Amazon with an average of 14.3 times a year and Carrefour with 14.
Regarding the effects that the pandemic has had, although they were already popular with consumers, 43% declare that they have intensified their purchase frequency, compared to 6% who declare the opposite. In addition, 40% declare that they have increased their spending on online purchases, compared to 10% that have decreased after the pandemic.
Another outstanding fact in the behavior of consumers in our country is that, when faced with a product with the same characteristics -price, delivery time, return-, 60% prefer to buy it in their favorite marketplace than in the brand’s online store. In addition, the preferred attributes for marketplaces are: competitive price (48%), free shipping (39%), and product quality (32%).
