46 Online Marketplace Statistics for Growth, Service and Shopping Behavior

Online marketplace growth, it's everywhere! Here are 46 statistics from Digital Commerce 360 and Bizrate Insights. Use these statistics to inform your marketplace growth. 

Shopper buying frequency on online marketplaces:

• 44% of online shoppers buy from marketplaces at least weekly.
• 8% make daily purchases.
• 43% buy monthly and 13% make yearly purchases.

Amazon's marketplace dominance:

• 76% of survey respondents prefer purchasing via Amazon's marketplace.

Lack of clarity regarding product origin:

• 46% of shoppers don't know if a product is offered by Amazon or another marketplace seller.

Exploration of alternative marketplaces:

• Walmart's marketplace: 35% of participants purchased from it.
• Marketplaces beyond eBay, Amazon, and Walmart: 39% ventured out to buy from them.
• Specialty marketplaces: 31% of participants made purchases from them.
• Chinese marketplaces: 18% penetration rate.
• Non-listed marketplaces: 6% of respondents made purchases from them.

Engagement with product reviews:

• 46% leave product reviews at Amazon.
• 31% leave reviews on platforms other than Amazon.

Demand for same-day delivery:

• 20% of surveyed shoppers make "need it now" purchases.

Out-of-stock items and supply chain challenges:

• 18% encountered out-of-stock items, likely due to post-COVID supply chain issues.

Concerns about counterfeit products:

• Only 9% of respondents felt they received counterfeit merchandise.

Perception of larger product assortments:

• 50% of marketplace visitors believe they find larger assortments.
• 43% perceive assortments to be about the same.
• Only 7% believe assortments are smaller.

Consideration of pricing and shipping fees:

• 39% of shoppers feel that marketplace prices are higher than they remembered.
• 26% believe shipping fees have increased.

Challenges in logistics and customer service:

• 26% experienced longer delivery lead times.
• 22% encountered out-of-stock items.
• 15% find limited or longer wait times for customer service problematic.
• 24% struggle to distinguish between sellers and the main marketplace.

Awareness of product origin and authenticity:

• Only 18% can determine if products are made in the USA.
• Just 17% can identify counterfeit products.

Online shoppers' behavior:

• 25% of online shoppers purchase directly from merchants after exposure on marketplaces.
• 52% are willing to buy from unfamiliar marketplace brands or sellers.

Factors influencing marketplace selection:

• Better prices (52%) and free or discounted shipping (51%) are key influences.
• Delivery speed (41%) and shipping efficiencies (25%) also play a role.
• Convenience (34%), broader selection (25%), and repeat purchasing (17%) are other factors.

Concerns regarding marketplace experiences:

• Counterfeit products (35%) and subpar product quality (30%) are top concerns.
• Worries include long shipping times (39%) and lack of inventory/delivery transparency (22%).
• Return options (33%), customer service availability (28%), and product/seller reviews (27%) matter to shoppers.

Issues impacting shoppers' savings:

• High shipping costs (38%) and fraudulent business practices (35%) are concerns.
• Additional expenses like sales tax (22%) and unavailable financing options (11%) are factors.

Opportunities for marketplaces:

• Broad assortments, competitive prices, and a seamless shopping experience are key to success.
• Monitoring product quality, reviews, and consumer behavior is crucial for marketplace growth.

2026 Update: How the Marketplace Numbers Have Changed Since This Survey

The statistics above come from a survey of 1,039 US online shoppers by Digital Commerce 360 and Bizrate Insights, carried out in May 2023. A lot has changed since then. The table compares the 2023 findings with the latest official data.

What to take from the new numbers

• The growth story still holds. Online sales are growing nearly twice as fast as retail overall, so marketplaces keep taking share.
• Make it clear who the seller is. Independent sellers now make up most marketplace volume, and in 2023 24% of shoppers already struggled to tell seller and marketplace apart. Clear seller profiles, ratings and contact details on every listing help shoppers trust what they buy.
• Treat reviews as a compliance issue as well as a growth tactic. Ask buyers for reviews, but never tie a reward to a positive review or pressure people into removing negative ones. Under the FTC rule both can now lead to penalties.

Are you finding these relevant to your marketplace? We would love to hear your thoughts in the comments.