“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
Collapse All
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
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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
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Market Landscape
- Consumers are shopping on various sites as Amazon leads the charge
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- Figure 5: Third-party sites shopped, 2023
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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
- As inflation recedes, consumers must now face rising personal debt and diminished savings
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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
- Amazon expands its reach with Prime
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The Third-party Shopping Site Consumer – Fast Facts
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Third-party Shopping Site Segmentation
- Third-party shopping sites can rally around four key consumer segments
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- Figure 12: Third-party shopping consumer segmentation, 2023
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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
- Consumers want information in order to decipher between third-party sellers and others
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Items Purchased on Third-party Sites
- Consumers are exploring a variety of categories on third-party sites
- Figure 17: Items purchased, 2023
- Consumers are exploring a variety of categories on third-party sites
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Motivations to Shop with Third-party Sites
- Consumers find third-party sites convenient and good for their budgets
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- 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
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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
- Building trust is key to long-term success
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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
- Consumers seek upgrades from the third-party shopping process
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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Appendix – The Market
- Retailers Shopped – CHAID Analysis
- Methodology
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- Figure 31: Retailers shopped – CHAID – Amazon, Tree output, 2023
- Figure 32: Retailers shopped – CHAID – Walmart, Tree output, 2023
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- Figure 33: Retailers shopped – CHAID – Target, Tree output, 2023
- Figure 34: Retailers shopped – CHAID – eBay, Tree output, 2023
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