According to the information transferred from WebTekno; Competition committee, “e-Marketplace Platforms Industry Review Final Report” published a survey result under the name As a result of the survey conducted with the participation of 1806 consumers, the participants follow the internet shopping for affordable prices.
MORE THAN 60 PERCENT OF CONSUMERS FOLLOW THE AFFORDABLE PRICE
While it was understood that the biggest power behind consumers’ tendency to e-commerce was affordable price, this was followed by “time saving” and “product variety”. According to this, the percentages of the reasons behind the users shopping online were as follows:
Affordable price with 60.7 percent
Time saving with 50.4 percent
Product diversity with 45.6 percent
The most prominent factor that caused the participants to give up on shopping online was that the consumers wanted to buy the product by trying/seeing/touching it. The reasons for users to avoid online shopping were as follows:
Willingness to receive by trying/seeing/touching with 26.8 percent
Return difficulty with 22.7 percent
Concern about sharing personal data with 20.3 percent
Concern about not trusting sellers and being deceived by 20.2 percent
When asked which platforms they prefer when purchasing the product, the answer to this question was as follows:
E-marketplaces with 76.6 percent
Brand/company website with 14.6%
Social media with 8.8%
In addition, it was also investigated that consumers prefer e-marketplace platforms to buy a product rather than the brand’s website. According to this, it was revealed that the reason was once again “reasonable price” with 54.5 percent.
“product diversity” with 44.5%,
Free shipping with 38.5 percent,
Reliability and awareness of the market place with 36.6%,
The majority of consumer comments followed with 31.6%.
On the other hand, the total rate of those who read product reviews “always” and “most of the time” before shopping was 70.5 percent. On the other hand, it was determined that the percentage of those who did not read the comments before shopping was only 2.4 percent. While 53.3 percent of consumers stated that they often buy the product whose comments they read, 18 percent noted that they always buy the products in question.
COMMENTS ON PRODUCTS INFLUENCE AND GUIDE BUYING
The survey also identified how comments made on a product affect consumers’ decision. Accordingly, the participants
46.2 percent “affect a lot”,
It “affects” 17.4 percent,
9 percent of them gave the answer “it does not affect”.
In addition, 62.4 percent of consumers stated that having no comments about a product or its seller would greatly affect their shopping decision. When asked how many pages they looked at in the search results for a product, 28.4 percent of the consumers answered that they only looked at the first and second pages.
Within the scope of the survey, the ranking criteria that consumers use most when querying products were also revealed. Accordingly, users
39.6 percent “lowest price”,
19.9 percent are “best sold/ liked”,
16.9 percent recommended by the marketplace,
15.2 percent stated that they searched according to the “highest price” criteria.
However, the seller indicated by the marketplace is frequently preferred by 33.3 percent of the participants; It was determined that 43.6 percent preferred it sometimes.
Finally, 14.5 percent of the consumers who stated that they have encountered problems in their marketplace shopping until today stated that this problem was the late arrival of the product, and 12 percent stated that the product was delivered damaged.
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