Shoppers today no longer simply go to the nearest store; they grab the nearest digital device. The online retail ecosystem is fast evolving. Digital analytics firm eMarketer projects that online retail sales will more than double between 2015 and 2019 and account for more than 12 per cent of global sales by 2019. Retail therapy is giving way to e-tail therapy. Amazon followed by Filpkart and Snapdeal were the most preferred e-commerce websites among sellers, with highest top of the mind recall, a recent study has revealed.
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Study revealed 39 per cent of online sellers explore two or more e-commerce websites as an option to sell products on and grow their business. The study is a result of a study by Nielsen for the January-March quarter, which surveyed 1,184 online sellers.
According to Business Line Amazon had the highest top of the mind recall (25 per cent), Flipkart stood second (21 per cent) and Snapdeal (20 per cent), it added.
“With the e-commerce industry growing in double digits, there is surge in demand by customers, and an evolving online seller category that is fueling supply on portals,” said Dolly Jha, executive director of Nielsen India.
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“To ensure the equilibrium of demand and supply, it is essential for e-commerce portals to focus on developing an inviting platform for online sellers in the country. Sellers are also increasingly discerning when it comes to reaching their customer and meeting business needs,” Jha added.
The first wave of the newly launched study was conducted in 16 markets with a population of over 10 lakh, and a sample size of 1,184 respondents. It aims to understand the inclination and experience of selling products on e-retailing platforms.
The whole retail experience is changing. Today’s shoppers are incorporating digital touch points along the entire path to purchase, from reviewing products online at home to using smartphones as personal shopping assistants in the store. In fact, in some countries, such as China, consumers are using mobile devices to purchase selected categories at high rates. Omnichannel shoppers seamlessly switch between on and offline channels with ease.
The brand equity of e-commerce websites amongst connected online sellers, and of those who intend to sell their products online in the next few months.
“Considering the juncture at which the category is, it is now very critical for e-tailers to understand push and pull factors that make sellers pick one website over the other,” Jha said
In terms of overall awareness, 86 per cent respondents in the study voted Amazon, 82 per cent voted Flipkart and 75 per cent respondents voted Snapdeal, followed by others.
According to the study, intent to sell on e-commerce website, which was also a key parameter, saw Flipkart (58 per cent), and Amazon (55 per cent) as the leading brands.