BOSTON--(BUSINESS WIRE)--Mirakl, a leading provider of global marketplace solutions, and ChannelAdvisor, a leading provider of cloud-based e-commerce solutions, today announced the results of a new study, titled “Retailers Must Seize the Marketplace Opportunity,” conducted by Forrester Consulting and commissioned by Mirakl and ChannelAdvisor. The survey evaluates the success of marketplace retailers and what they must do to better serve today’s empowered customer; it concluded that marketplaces encourage customer loyalty, increase average order values and build trust.
“As evidenced by the Forrester survey, launching an online marketplace offers retailers a new opportunity to interact and engage with customers,” said Adrien Nussenbaum, U.S. CEO and co-founder, Mirakl. “We’ve found that, in the U.S. alone, 64% of consumers purchase products from online marketplaces one to two times per month.”
Among the findings uncovered by the survey, three stand out:
Online marketplaces enhance the customers’ shopping experience.
Online marketplaces allow customers to shop more conveniently, compare a wide assortment of products and discover new retailers. According to the Forrester report, 95% of U.S. respondents agreed that marketplaces offer the convenience they appreciate.
Building trust is a central part of marketplaces.
Consumer generated content is a crucial component to building trust with retail shoppers, with 88% of U.S. consumers citing ratings and reviews as important attributes to purchasing via an online marketplace. To earn the trust of consumers, marketplace sellers must deliver a high-quality experience, avoiding long delivery times, damaged items and low-quality products. Therefore, marketplace operators need a robust technology platform that can automate and enforce seller quality control.
Marketplaces create deep customer relationships.
On a global scale, the majority of consumers indicated that they were satisfied with marketplace purchases, more than 90% translating into increased customer loyalty. In the U.S. alone, 94% of consumers said they would shop with same marketplace again if getting a similar product.
To take advantage of the growing popularity of marketplaces, Forrester recommends retailers develop a strategy to build their own marketplaces, with a focus on boosting customer experiences, building trust and getting noticed. Forrester also suggests that retailers building their own marketplaces should proactively recruit and continuously assess sellers, and enhance their technology capabilities to support their marketplace strategy.
“Mirakl believes the key to a successful online marketplace strategy is engaging with partners who can help you deliver an excellent customer experience with the quality sellers and technology,” said Nussenbaum. “With Mirakl, a proven online marketplace software solution, and ChannelAdvisor, the marketplace provider to one of the largest database of sellers in the world, retailers can have the right components and partners in place to build a loyal customer base for their online marketplace without risking damage to the overall brand image.”
To download the Forrester thought leadership paper commissioned by Mirakl and ChannelAdvisor, “Retailers Must Seize the Marketplace Opportunity,” visit http://info.mirakl.com/forrester-mirakl-report-download.
In this study, Forrester conducted an online survey of 2,520 consumers who have purchased from a marketplace at least once within the past month in France, Germany, the UK, and the US. Forrester also interviewed five organizations that have an online marketplace to understand their current strategies, the benefits from having an online marketplace, and the challenges or barriers in taking their marketplace strategy to the next stage. The interviewed participants were at the director level or above and influence or give some input into the marketplace strategy. Interviewed respondents were offered a syndicated Forrester Research report as a thank you for time spent on the survey. The study began in January 2016 and was completed by April 2016.
Mirakl provides state-of-the-art software solutions that allow B2C and B2B organizations to launch and operate an online Marketplace. Mirakl Marketplace solutions make it easy for operators to federate vast numbers of vendors in a single platform, giving customers an extended product offering, competitive prices, and a superior shopping experience. Mirakl helps some of the world’s leading organizations large and small, including Best Buy Canada, Woolworths, Auchan, Carrefour, Condé Nast, Darty, Galeries Lafayette, Halfords, Menlook, Oclio, The Beautyst and Truffaut to drive commerce and offer a greater scope for expansion combined with higher profit growth and lower risk. Founded in 2012, Mirakl drives Marketplace projects in more than 20 countries around the world and has closed a $20 million Series B round of funding in July 2015. For more information: www.mirakl.com