{"id":152441,"date":"2022-05-17T16:06:25","date_gmt":"2022-05-17T14:06:25","guid":{"rendered":"https:\/\/ipmark.com\/?p=152441"},"modified":"2022-05-17T16:06:25","modified_gmt":"2022-05-17T14:06:25","slug":"compra-marketplaces-sobre-web-marca","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=152441","title":{"rendered":"Un 60% de espa\u00f1oles prefiere comprar en &#8216;marketplaces&#8217; antes que en la web de la marca"},"content":{"rendered":"<p><strong>A d\u00eda de hoy, los\u00a0<em>marketplaces<\/em> son el motor de b\u00fasqueda de 7 de cada 10 ventas en el entorno digital. A su vez, el 100% de los compradores online ya realiza sus compras a trav\u00e9s de esta v\u00eda, que ha ido ganando protagonismo de forma progresiva, siendo ya un gran canal de distribuci\u00f3n. Esto supone que el 76% de la poblaci\u00f3n espa\u00f1ola de entre 18 y 70 a\u00f1os ha comprado en alg\u00fan\u00a0<em>marketplace<\/em> durante el \u00faltimo a\u00f1o.\u00a0<\/strong><\/p>\n<p>Estas son algunas de las conclusiones vertidas en el \u00abEstudio Marketplaces 2022\u00bb, elaborado por la agencia\u00a0<strong>Tandem Up<\/strong>. El poder de los\u00a0<em>marketplaces<\/em> no s\u00f3lo est\u00e1 en el posicionamiento de b\u00fasqueda, sino tambi\u00e9n en su venta, pues un 90% de esas b\u00fasquedas acaba comprando en el propio canal, y\u00a0<strong>m\u00e1s del 60% prefiere comprar en\u00a0<em>marketplaces<\/em>\u00a0<\/strong>antes que en las propias web del producto.<\/p>\n<h2>Aumenta el gasto promedio<\/h2>\n<p>Los\u00a0<em>marketplaces<\/em>\u00a0cada vez tienen mayor alcance y gasto: el\u00a0<strong>ticket promedio aumenta este a\u00f1o<\/strong>, hasta alcanzar los 70,4\u20ac (vs. 64,2\u20ac en 2021). Hogar y electr\u00f3nica son las\u00a0<strong>categor\u00edas l\u00edderes de los marketplaces<\/strong>, seguidas por ropa, calzado, inform\u00e1tica y deporte.<\/p>\n<p><strong>Leroy Merlin<\/strong> pasa a liderar el gasto promedio y\u00a0<strong>Amazon<\/strong> se posiciona como el favorito, consolid\u00e1ndose como el n\u00famero uno en notoriedad. Sin embargo, este a\u00f1o por primera vez <strong>AliExpress\u00a0<\/strong>lidera la frecuencia de compra.<\/p>\n<p>Respecto a los efectos que ha tenido la pandemia, aunque ya eran populares entre los consumidores, un\u00a0<strong>43% declara que ha intensificado su frecuencia de compra<\/strong>, frente a un 6% que declara lo contrario. Adem\u00e1s,\u00a0<strong>un 40% declara haber aumentado su gasto en compra online<\/strong>, frente a un 10% que lo ha disminuido tras la pandemia.<\/p>\n<h2>El\u00a0<em>marketplace<\/em> sobre la marca<\/h2>\n<p>Ante un producto con las mismas caracter\u00edsticas \u2014precio, plazo de env\u00edo, devoluci\u00f3n\u2014, un\u00a0<strong>60% prefiere comprarlo en su\u00a0<em>marketplace<\/em> favorito<\/strong> que en la tienda online de la marca. Adem\u00e1s, los atributos preferidos para los\u00a0<em>marketplaces\u00a0<\/em>son:\u00a0<strong>precio competitivo (48%), gastos de env\u00edo gratuitos (39%) y calidad del producto (32%).<\/strong><\/p>\n<p>En cuanto a penetraci\u00f3n de mercado,\u00a0<strong>Amazon<\/strong> contin\u00faa ocupando la primera posici\u00f3n de notoriedad y compra. Por su parte,\u00a0<strong>AliExpress mejora nueve puntos respecto al a\u00f1o pasado<\/strong>, mientras que\u00a0<strong>eBay desciende hasta el quinto puesto<\/strong>.\u00a0<strong>El Corte Ingl\u00e9s<\/strong> escala hasta la tercera posici\u00f3n y\u00a0<strong>Decathlon<\/strong> entra como nuevo\u00a0<em>player<\/em>, posicion\u00e1ndose en cuarto lugar.<\/p>\n<p>Casi el total de los encuestados \u2014un 97%\u2014 conoce\u00a0<strong>Amazon<\/strong> y un 82% compra de manera habitual en el\u00a0<em>marketplace<\/em>. <strong>Amazon<\/strong> es el\u00a0<em>marketplace<\/em> con los clientes m\u00e1s fieles: tan s\u00f3lo han comprado en una media de\u00a0<strong>4,5 marketplaces m\u00e1s<\/strong>. Una cifra mucho menor que sus competidores:\u00a0<strong>AliExpress\u00a0<\/strong>(5,4),\u00a0<strong>eBay<\/strong> (6,2) y\u00a0<strong>El Corte Ingl\u00e9s\u00a0<\/strong>(6,3).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pr\u00e1cticamente todos los compradores online ya realizan sus compras en marketplaces, canal que ha ganado protagonismo de forma progresiva. <\/p>\n","protected":false},"author":6924,"featured_media":152448,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2154,2226],"class_list":["post-152441","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-ecommerce","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Un 60% de espa\u00f1oles prefiere comprar en &#039;marketplaces&#039; antes que en la web de la marca<\/title>\n<meta name=\"description\" content=\"Pr\u00e1cticamente todos los compradores online ya realizan sus compras en marketplaces, canal que ha ganado protagonismo de forma progresiva.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=152441\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Un 60% de espa\u00f1oles prefiere comprar en &#039;marketplaces&#039; antes que en la web de la marca\" \/>\n<meta property=\"og:description\" content=\"Pr\u00e1cticamente todos los compradores online ya realizan sus compras en marketplaces, canal que ha ganado protagonismo de forma progresiva.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=152441\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2022-05-17T14:06:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/ecommerce-8.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Laura Briones\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura Briones\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=152441#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=152441\"},\"author\":{\"name\":\"Laura Briones\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/652f2bdeb4e0366fca3bdc6e488f009a\"},\"headline\":\"Un 60% de espa\u00f1oles prefiere comprar en &#8216;marketplaces&#8217; 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