Digital adoption is at an all-time high in India. With people forced to remain at home due to the pandemic, digital platforms became the go-to choice to shop for everyday needs. As per a Shopify report, 86% of Indians adopted online shopping during the pandemic.
But while popular marketplaces like Amazon and Flipkart witnessed record sales, brand websites became consumer favourites. According to a 2020 report by Unicommerce, brand websites saw an 88% increase in order volumes compared to the 32% growth of marketplaces.
What are the reasons that encourage consumers to prefer brand websites over marketplaces? Here is a list of top 3-
1. Brand Websites Offer Immersive Experience
The COVID-19 pandemic has had a significant impact on consumer behaviours. As people could not visit their favourite offline stores due to the lockdowns, they switched to online platforms for exploring products and services. But this switch came with the expectation for online stores to offer a personalized and immersive shopping experience.
Compared to marketplaces, it is easier for retailers to offer this immersive experience on brand websites. From detailed product photos and videos to technologies such as VR and AR, several brand websites are making the most of this opportunity to attract more customers. And according to a global report by PwC, customers are willing to pay up to 16% more for a great shopping experience.
2. Genuine Products with Accurate Product Information
Authenticity is another critical factor for customers when shopping online. On popular marketplaces, one can easily find multiple resellers and distributors offering the same product. The verification barrier separating the brand company from resellers and distributors is lacking when people shop from marketplaces.
With the number of counterfeit products steadily rising in India, it makes a lot of sense for customers to prefer brand websites for purchasing genuine products. Besides the product itself, brand websites also have accurate product information to help customers purchase the right product according to their needs and expectations.
3. Wider Range of Products and Dedicated Support
Most retailers that have their own websites and also sell products through marketplaces often do not list all of their products on these marketplaces. In fact, to encourage customers to shop from their brand website, the best of the products are often reserved for the company website. Fast-selling products that can be sold at a discounted price are generally listed on marketplaces.
The broader range of products on brand websites is another critical reason that makes them a preferred choice over marketplaces. Moreover, customers often need assistance to make a buying decision. According to a report by SalesForce India on BusinessToday, 89% of Indian consumers expect real-time interaction with brands. The dedicated support available on brand websites fulfils this expectation.
A Brand Website to Boost Your Digital Growth
It is essential for every brand to build a digital presence that is balanced and omnipresent. If you are a retailer only selling products through marketplaces, it is time for you to think about building a brand store to boost your growth further.
Consider a reputed digital agency to build a customized online store and provide expert assistance in boosting its popularity and reach.
