The last two years have seen a surge in the popularity of online shopping. In a representative survey, eMAG, the online retailer, has found out who, what and why they buy on online marketplaces: 89% of the respondents spend at least a few times a year on marketplaces, and more than a third shop on the sites every month or even several times a week.
The most popular product categories are consumer electronics, gifts, clothing and household goods. The survey also revealed what attracts shoppers to online marketplaces: nearly two thirds of respondents visit the sites because of the large product range, and 30% like the fact that they have access to products from domestic SMEs as well as large manufacturers. A further third of respondents prefer to buy from digital marketplaces rather than online shops because of the better delivery times.
The pandemic has brought about an unprecedented change in the shopping habits of the population, with a surge in sales through online and e-commerce channels, which are already growing in popularity. eMAG conducted a representative survey of the online shopping habits of the Hungarian population, with a special focus on online marketplaces, two years on.
The survey revealed that the most popular online platforms among shoppers are domestic and foreign online shops, where 74% and 47% of respondents spend their money, respectively. Online marketplaces are in third place with 38%, followed by buy-and-sell groups (36%), online shops in the Far East (26%) and classifieds are still popular with almost a quarter of respondents.
According to the survey, the proportion of people browsing online marketplaces is higher among men, aged 30-49 and living in cities.
About one-sixth of shoppers typically buy something every few weeks, nearly 20% every month, and the largest number of shoppers, 53%, buy something a few times a year. A further 8% shop less frequently and 2% never shop online.
Among product groups, consumer electronics is the most popular, with 62% of shoppers buying from online marketplaces. Gifts (57%) are the second most popular item, with fashion and clothing (49%) in third place. Although food and everyday items have not been available on the various sites as long as electronics, 15% of shoppers still buy these products online.
In the representative survey, eMAG also asked the public about the benefits they perceive from online marketplaces. The main reason cited by most respondents was the greater choice (61%), but the availability of different product categories (56%) and a diverse range of manufacturers (55%) also appealed to online shoppers. More than a third of respondents said it was useful to be able to tailor delivery to their needs, and 30% also particularly liked the fact that smaller, even family-run, companies are available on online marketplaces, in addition to large companies.
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