Tinkoff eCommerce conducted a study on how the presence of a separate website for a seller on the marketplace affects customer trust. According to the survey, 75% of respondents additionally look for store websites while shopping online on marketplaces, and half of them in this way try to protect themselves from fraud.
Why a seller’s own website is important buyers
According to research, 75% of online buyers search for a seller’s website on the Internet, even if they buy on the marketplace or other sites.
45% of them named the main reason for checking an entrepreneur’s website as the desire to make sure that the seller is not a scammer. More than a third of shoppers indicated that they want to check the quality of a product before making an expensive purchase (36%) and find better deals (34%). Buyers are also looking for the seller’s online store to:
find a product with the necessary characteristics (size, color, etc.), which is not on the marketplace (31%);
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Which products are most often checked before purchasing
Users often search a retailer's website before purchasing products from a specific category. These are mainly products with a large number of characteristics or with a high average cost. The top 5 categories that users most often search additionally on websites before making a purchase include:
- household appliances and electronics – rechecked by 46% of consumers;
- clothing and shoes – 29%;
- jewelry – 28%;
- furniture – 26%;
- building materials and tools – 19%.
What elements of the site inspire the trust of buyers
More than half of the buyers identified three key site criteria that affect trust in the seller and his products:
- full information about products and their characteristics (63%);
- real customer reviews of the products (62%);
- the availability of contact information for the seller (53%).
In addition, buyers are interested in: the ability to track the status of an order and delivery (46%), information about returning and exchanging goods (45%), as well as information about the cost and delivery time (44%).
What is important for the buyer when choosing a seller
67% of surveyed buyers noted that the most important characteristic of a seller is ratings and reviews. In addition, they also pay attention to the speed of delivery (56%), the cost of goods compared to competitors (54%), the description of the product (48%) and the possibility of payment upon receipt (36%).
Ilya Kretov, Director of Tinkoff eCommerce:
“Previously, progressive online stores entered marketplaces and “skimmed off the first cream.” Now advanced marketplace sellers are creating their own online stores. Why are they doing this? A business must generate profits and be sustainable. Profitability on marketplaces will decline in the coming years, and the seller’s dependence on the marketplace will grow. The solution is your own sales channel, your own brand, an independent structure of the sales economy, as well as control over work with customers. According to data from the Tinkoff website builder, over the last year alone, 7 thousand sellers launched sales on their website, and every second person had a share of sales of goods through this channel exceeding 30%. We are seeing the beginning of a renaissance for native D2C channels. And whoever realizes this first will win again. I’m glad that Tinkoff products are bundled together: creating an online store from product cards on the marketplace in a couple of clicks, Tinkoff Cart, payment solutions Tinkoff Pay, Shares and Installments cover the lion’s half of the issues for an entrepreneur to take advantage of the new trend.”
¹The survey was completed by about 1 thousand buyers aged 18 to 65 years from different regions of Russia in the period from October to November 2023.
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