Why the majority of consumers prefer digital marketplaces to traditional e-commerce

What it means: As the lines continue to blur between what is a first-party online retailer and a marketplace, consumers can’t tell the difference and often prefer that marketplaces on sites offer expanded search and product options. Driving up the value proposition of e-commerce through limitless aisles, more transparent pricing and efficient supply chain and delivery is crucial to distinguish the channel.

What’s the point: E-commerce’s explosive and accelerated growth during the pandemic came out of necessity for most consumers. Now, as consumers return to normal, pre-pandemic, behaviors, the e-commerce channel needs to define its value proposition for consumers beyond efficiency and providing the ability for browsing during the day. For those in essential retail, this comes down to the ease of delivery, curbside options and optimizing the market basket selection instead of browsing in-store aisles to build a shopping list or menu.