Organisations that have invested in superior customer experiences, following the shock of the coronavirus outbreak, have emerged stronger than they did before it began. It is thought that these brands have seen triple cumulative shareholder returns against other companies, according to analysis.

These figures are despite very volatile retail performance at the time, with April 2020 seeing the largest drop in US retail sales ever recorded. Fifty percent of American households were reported to be actively reducing their household spend, while a further 20% abandoned past brand loyalty in favour of others that were more convenient, inexpensive or had better stock availability.

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70% of global consumers say online marketplaces are the most convenient way to shop

The State of Online Marketplace Adoption report by Mirakl, which surveyed 9,000 global consumers on their online shopping habits, found that 70% believe online marketplaces are the most convenient way to shop, with two thirds saying they prefer ecommerce sites with online marketplaces.

The report drew together responses from nine different countries – Australia, France, Brazil, Germany, Singapore, Italy, Spain, the United Kingdom, and the United States – with 1,000 consumers surveyed from each. It found that 57% of online shoppers said they shopped on marketplaces “exclusively” or “a lot” in 2021; this percentage has held steady since 2020, and is up from 42% in 2019, representing a 35% increase. Regionally, Brazil has experienced the largest percentage increase in consumer use of online marketplaces since 2019 at 75%, followed by Singapore and Australia at 65% each.