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Exclusive Insights into Marketplace Shopping Behavior

A recent groundbreaking report from ChannelEngine, the Marketplace Shopping Behavior Report 2025, has unveiled impactful shifts in the online shopping landscape. This comprehensive study is the first of its kind to focus exclusively on global marketplace shopping behaviors, covering a diverse array of platforms from established global giants to niche channels and social commerce platforms.

Change in Consumer Preferences

According to the report, a staggering 63% of consumers now prefer purchasing from marketplaces as opposed to brand-owned websites. This statistic underscores a critical evolution in consumer mindset, favoring the convenience, variety, and value offered by marketplace platforms. With the rise of such platforms, the traditional dominance of brand websites is being challenged dramatically.

Jorrit Steinz, CEO of ChannelEngine, emphasized this transformation: "Marketplaces have now eclipsed brand websites and search engines like Google, emerging as the primary destination for product discovery. Brands must adopt a multichannel strategy to maintain a competitive edge—being present solely on Amazon isn't enough anymore."

Marketplaces as the New Search Engine

The study also highlights a pivotal shift regarding where consumers begin their product searches. Approximately 47% of shoppers reported that their product discovery starts on marketplaces, with only 24% indicating they turn to search engines like Google. This change signifies a notable evolution in how consumers interact with e-commerce platforms.

Engagement Across Multiple Marketplaces

An interesting trend that emerged from the report is the tendency for shoppers to browse multiple marketplaces before making a purchase. On average, consumers check 2-3 different marketplaces prior to deciding on a product. This behavior highlights the importance of a well-structured multichannel retail strategy, as engaging consumers across various platforms has become increasingly crucial.

Moreover, frequent interactions with marketplaces are evident—one in five shoppers reports browsing these platforms weekly. This frequency indicates that marketplaces operate not just as sales channels but also as entertainment sources for many consumers, with 59% of U.S. consumers admitting to browsing for enjoyment rather than necessity.

Understanding Impulse Purchases

The report delves into consumer psychology as well, revealing that 56% of shoppers have made unplanned purchases while browsing marketplaces. Notably, 13% of participants reported that they often make such impulse purchases. This insight provides brands and retailers with valuable data on potential marketing strategies to engage consumers' spontaneous spending habits.

Rise of New and Disruptive Platforms

The growth of disruptive platforms like Shein and Temu, as well as the increasing importance of social commerce channels, is reshaping consumer preferences. With shoppers gravitating towards these innovative platforms, brands adopting a wait-and-see approach may find risks mounting against them.

Conclusion

The Marketplace Shopping Behavior Report 2025 serves as a crucial resource for brands and retailers looking to navigate the ever-evolving e-commerce environment. By understanding how consumers engage with marketplaces, businesses can develop actionable strategies to enhance their marketplace presence.

In conclusion, the time has come for brands to rethink their online strategies, as the older model of focusing solely on brand websites may no longer suffice. Embracing the multichannel approach will be crucial in retaining consumer interest and driving sales in this rapidly changing marketplace landscape.

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For more detailed insights and comprehensive data, brands and retailers can download the full report from ChannelEngine and prepare to future-proof their marketplace strategies.