Retailers look to increase online sales channels
A new survey has revealed that European retailers are planning to increase the number of online channels they sell through as the industry looks to maximise revenues.
The research, conducted by e-commerce specialist ChannelAdvisor surveyed a cross section of medium and large retailers and found that, even though over half of respondents were already present on more than five online channels, 87% of companies were looking to increase the number of online channels that they sold through within the next three years.
The survey found that the channel most likely to benefit from retailers’ emphasis on new channels was Amazon. This was identified by one in four respondents as the channel with the most potential to increase sales, putting it ahead of rival eBay, paid search marketing channels such as Google, comparison shopping sites, social networks and even brands’ own e-commerce sites. 85% of the retailers surveyed said they currently sold through more than one channel online, with the majority (54%) operating in more than five separate sales channels.
The retailers were also looking to benefit from social commerce with 40% of those surveyed saying they were active on Facebook and 32% on Twitter. One in five retailers (21%) regarded social networking as a sales channel in its own right, and the majority used Facebook as a tool for marketing (64%) and community engagement (32%).
James Scott, managing director, EMEA for ChannelAdvisor commented: “Channels such as Amazon, eBay, Google and, increasingly, Facebook represent a fantastic opportunity for retailers to take their products and services to a whole new audience. E-commerce is currently growing at 19 percent year on year across Europe, at the same time as it is becoming increasingly complex, sophisticated and competitive. It is vital that retailers can start to generate sales from any new platform they engage on quickly and cost-effectively, so it’s no surprise to see that they are primarily focusing on established and proven channels to make the most of the most of this rapidly expanding market.”
He added: “At the same time retailers need to keep a very close eye on the more revolutionary models now being explored in social commerce. These platforms have huge potential and those businesses that can crack social commerce will have a chance to put themselves way ahead of the competition, which explains the uptake of channels such as Facebook and Twitter.”
