“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
  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. 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
  3. Market Landscape

    • Consumers are shopping on various sites as Amazon leads the charge
      • Figure 5: Third-party sites shopped, 2023
  4. 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
  5. 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
  6. The Third-party Shopping Site Consumer – Fast Facts

  7. Third-party Shopping Site Segmentation

    • Third-party shopping sites can rally around four key consumer segments
      • Figure 12: Third-party shopping consumer segmentation, 2023
  8. 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
  9. Items Purchased on Third-party Sites

    • Consumers are exploring a variety of categories on third-party sites
      • Figure 17: Items purchased, 2023
  10. 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
  11. 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
  12. 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
  13. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  14. 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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