US Third-Party Shopping Sites Market Report 2023
“Third-party marketplaces are an essential part of the ecommerce landscape which continues to see growth year over year. Consumers gravitate toward these sites to find unique items and/or a price…

US Third-Party Shopping Sites Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

“Third-party marketplaces are an essential part of the ecommerce landscape which continues to see growth year over year. Consumers gravitate toward these sites to find unique items and/or a price advantage. Trust remains a key factor in whether or not consumers will shop from a third-party site or seller. Moving forward, brands are likely to either develop their own marketplace for third-party sellers or look for partnerships with established third-party sites, creating more competition for sites and sellers in the long run.”

–   Katie Hansen, Senior Analyst, Retail & eCommerce

This report discusses the following key topics:

  • Third-party sites shopped
  • Consumers’ ability to recognize if they are shopping from a third-party seller or not
  • Items purchased on these sites
  • Motivations to shop from third-party sites
  • Barriers to shopping from third-party sites
  • Attitudes toward third-party shopping sites

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Consumer trends
                  • Consumers feel confident in identifying third-party sellers
                    • Figure 1: Third-party shopping site recognition, 2023
                  • Unique items, low prices drive consumers to shop third-party sites
                    • Figure 2: Motivations, 2023
                  • Third-party sites must build trust to turn interest into purchase
                    • Figure 3: Barriers, 2023
                  • Market predictions
                    • Figure 4: Category outlook, 2023-28
                  • Competitive strategies and opportunities
                    • Brands can expand their reach by escalating their services to others
                      • Third-party sites should incorporate authentication programs, verified sellers to boost trust amongst shoppers
                        • Sites and sellers can tout customization opportunities
                          • Brands can partner with third-party sites to offer more sustainability options
                          • Market Landscape

                            • Consumers are shopping on various sites as Amazon leads the charge
                                • Figure 5: Third-party sites shopped, 2023
                            • Market Drivers

                              • As inflation recedes, consumers must now face rising personal debt and diminished savings
                                • Figure 6: Consumer Price Index change from previous year, 2021-23
                              • Digitally native consumers comprise a majority of the population
                                • Figure 7: US population by generation, 2023
                              • Tech improvements will elevate the third-party shopping experience
                                • Consumers want more ways to spot sustainable products as they shop
                                • Competitive Strategies and Market Opportunities

                                  • Amazon expands its reach with Prime
                                    • Figure 8: Amazon launches Buy with Prime nationally
                                  • Retailers get in on third-party marketplaces
                                    • Figure 9: Macy’s launches third-party marketplace
                                  • Brands have an opportunity to partner with third-party marketplaces focused on sustainability
                                    • Figure 10: ThredUp extends brand partnerships with Francesca’s
                                  • eBay reaches sneaker fans with new authentication process
                                    • Figure 11: eBay launches authentication program
                                • The Third-party Shopping Site Consumer – Fast Facts

                                  • Third-party Shopping Site Segmentation

                                    • Third-party shopping sites can rally around four key consumer segments
                                        • Figure 12: Third-party shopping consumer segmentation, 2023
                                    • Third-party Shopping Site Recognition

                                      • Consumers want information in order to decipher between third-party sellers and others
                                        • Figure 13: Third-party shopping site recognition, 2023
                                      • Focusing on the experience will encourage uncertain consumer groups to come back in the future
                                        • Figure 14: Third-party site recognition, by key demos, 2023
                                      • Engaged Enthusiasts are most aware of third-party sellers
                                        • Figure 15: Third-party site recognition, by cluster groupings, 2023
                                      • eBay’s myriad of purchasing options make it confusing to many consumers
                                        • Figure 16: eBay third-party seller recognition, 2023
                                    • Items Purchased on Third-party Sites

                                      • Consumers are exploring a variety of categories on third-party sites
                                        • Figure 17: Items purchased, 2023
                                    • Motivations to Shop with Third-party Sites

                                      • Consumers find third-party sites convenient and good for their budgets
                                          • Figure 18: Etsy highlights popular gifts to give consumers a jumping off point for browsing
                                          • Figure 19: Attitudes and behaviors related to motivations for shopping on third-party sites, 2023
                                        • Third-party sites can showcase unique products, gifting opportunities
                                          • Figure 20: Motivations, 2023
                                        • Gen Z look to third parties as an avenue to shop small
                                          • Figure 21: Motivations, by generation, 2023
                                        • Price dominates for all segments with opportunity to surprise consumers with options
                                          • Figure 22: Motivations, by cluster groupings, 2023
                                      • Barriers to Shopping with Third-Party Sites

                                        • Building trust is key to long-term success
                                          • Figure 23: Attitudes related to barriers for shopping on third-party sites, 2023
                                        • Lack of clarity around sellers leads to uncertainty among shoppers
                                          • Figure 24: Barriers, 2023
                                        • Women need more reassurance to shop third-party sites
                                          • Figure 25: Barriers, by gender, 2023
                                        • All consumer segments want a clear, easy return process
                                          • Figure 26: Barriers, by cluster groupings, 2023
                                      • Attitudes toward Third-Party Shopping Sites

                                        • Consumers seek upgrades from the third-party shopping process
                                          • Figure 27: Attitudes, site features, 2023
                                        • Millennial men look for online tools to elevate their shopping journey
                                          • Figure 28: Attitudes, site features, by gender and generation, 2023
                                        • Reviews are critical to shopping with third-party sites
                                          • Figure 29: Attitudes, reviews, 2023
                                        • Young men are a primary target to encourage reviews
                                          • Figure 30: Attitudes, reviews, by gender and generation, 2023
                                      • Appendix – Data Sources and Abbreviations

                                        • Data sources
                                          • Consumer survey data
                                            • Abbreviations and terms
                                              • Abbreviations
                                                • Terms
                                                • Appendix – The Market

                                                  • Retailers Shopped – CHAID Analysis
                                                    • Methodology
                                                        • Figure 31: Retailers shopped – CHAID – Amazon, Tree output, 2023
                                                        • Figure 32: Retailers shopped – CHAID – Walmart, Tree output, 2023
                                                        • Figure 33: Retailers shopped – CHAID – Target, Tree output, 2023
                                                        • Figure 34: Retailers shopped – CHAID – eBay, Tree output, 2023

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