Online marketplaces dominate almost every stage of the purchase journey of consumers in the United Kingdom. In high-value purchases of more than 90 euros, 30 percent of shoppers in the country use marketplaces, ahead of physical stores and other websites.
This is according to a recent survey by Akeneo, among 1,800 consumers in eight countries. Previous research by ChannelEngine already indicated that 54 percent of online shoppers in the United Kingdom start their product search on marketplaces. That was higher than the European average of 47 percent.
‘Marketplaces are the default shop window’
“This peak season has confirmed what our research already shows; for UK shoppers, marketplaces are the default shop window, comparison engine, review hub and checkout”, said Romain Fouache, CEO at Akeneo. “If your product information and brand story do not show up clearly and consistently on marketplaces, you are invisible for a big share of high‑value purchases. And in a world where AI agents and LLMs will increasingly replace search in guiding shoppers to the right products, being invisible on marketplaces means you may not exist at all for these new discovery engines.”
Drivers of popularity marketplaces
The popularity of marketplaces is driven by the quality of product information and reviews. The survey shows that 52 percent of consumers in the country said that product information on marketplaces is very good. This is a lot higher than the information on retailer websites (40 percent) and outlet or discount stores (39 percent).
The extensive product information also helps consumers in their decision-making. At least 24 percent of consumers use marketplaces for search and discovery, 26 percent for price and promotions comparisons and 28 percent to compare or validate products. And 21 percent of consumers actively turn to marketplaces for advice from other users.
‘Marketplaces are where shoppers go to stress test their decisions for big ticket purchases’
“For big ticket purchases, marketplaces are where shoppers go to stress test their decisions. They are comparing alternatives, checking specs and dimensions, weighing up delivery promises and reading real user feedback. If your marketplace presence is weak, inconsistent or incomplete, you are effectively handing those customers to competitors.”
63% abandoned purchase due to poor product information
According to Akeneo, consistent product information is important to consumers. The survey shows that 63 percent of shoppers in the UK abandoned a purchase in the last 12 months because information was missing or inaccurate. And 70 percent would switch to a different product, due to lack of product information. And 68 percent would stop buying from a brand, if they have a bad product information experience.
