Many traditional retailers realize they must sell through more than one channel to maximize their revenue. In the rush to join and promote themselves on online marketplaces, some retailers have overlooked important details. They may need to improve their online presence and market their improvements to customers.
First impressions count and, currently, consumers are walking away from a less than positive experience after trying to shop at the marketplaces where their favorite retailers sell online. Online marketplaces have become a popular way for small retailers to access the power of ecommerce with less expense than they might incur by running their own site. But consumers have high expectations for online shopping. They have been trained by Amazon and other large ecommerce vendors to expect flexibility, responsiveness and price advantages. Yet, when they access the average online marketplace today, they are likely to encounter problems:
- Only 39% of products can be added to a wish list
- Only 50% of products can be placed on a gift registry
- Free shipping is offered only 33% of the time
- Fewer than 4 in 10 products allow consumers to link to Facebook social media tools
- Only half of products have customer ratings
- Only 20% of product pages comes with video
Because shoppers expect the best when they go online, retailers who want to sell through this channel should be carefully reviewing the marketing and logistical support provided by an all-in-one online marketplace. Analysts believe this will become more of an issue as larger numbers of retailers seek to join online marketplaces through the rest of this year and into 2013.
To learn more about Online Shoppers, check out the Audience Interests & Attitude report now available on Ad-ology.com.[Source: The State of Online Marketplaces 2012. Merchantry.com. 2012. Web. 18 Sept. 2012]