Online purchases in marketplaces have gained prominence in the ecommerce world since the outbreak of the pandemic. According to Adevinta, the increase in online purchases was accompanied by other changes in consumer habits. Among them, the commitment to local commerce and spending control stand out.
Buying in a marketplace is something more and more common due to the advantages it entails. According to the company specialized in cross-channel marketing XChannel, acquiring products in Chinese marketplaces such as Taobao, Alibaba or Tmall implies choose from a large variety at a low price. Alibaba, for example, has up to 170 million products and a total of 5,900 different product categories. However, although Chinese marketplaces are increasingly gaining remarkable relevance, Spanish citizens continue to have a clear favorite: Amazon.
According to the study carried out by the Spanish consulting firm specialized in marketplaces, Tandem Up: “More than 24 million people between 18 and 70 years old, that is, 72% of digital consumers, receive six products a year in a marketplace and 12 million do the same at least once a month”. Within this percentage, Amazon is the marketplace most used by Spanish online shoppers. According to a study prepared by Statista between April 21 and May 5, 2021, «The population in Spain buys from Amazon with an average frequency of approximately 16.5 times a year. Aliexpress and Carrefour ranked second and third ».
Behind the favorite marketplace of the Spanish
The successful company launched in 1995 by Jeff Bezos is a complex and difficult to manage ecosystem, especially if you do not have training in the channel. For this reason, there are agencies like XChannel, the first company specialized in cross-channel marketing. Based in Milan and Barcelona, the company is in charge of commercial strategy, advertising campaigns and the development of case studies for Amazon. In addition, the company also deals with marketplaces such as Alibaba or Aliexpress.
According to XChannel marketing strategist Alice Casolo: “Our experience with different clients in all these channels has shown us that all these marketplaces are not only unique, but also have very different objectives. This allows the same brand to be present in different markets, giving the company the opportunity to broaden its perspectives in different channels and verticals ».
The organization of marketplaces of Chinese origin
Yes OK Aliexpress It is part of the group Alibaba, the main difference is that Aliexpress is mainly aimed at the final consumer while Alibaba is responsible for supplying larger buyers, such as other companies or other wholesalers and retailers.
In this way, Alibaba is one of the largest B2B (Business-to-Business) platforms in the world, suitable for suppliers and wholesalers and retailers. It has more than 150 million registered members, more than 18 million buyers and more than 170 million products classified in thousands of categories, among which are food and beverages, agriculture, beauty, among many others.
On the other hand, the more than known Aliexpress, which, unlike Alibaba, is a B2C (Business-to-Consumer) marketplace, since the purchase target is the final consumer. According to XChannel, which also works with other marketplaces of Chinese origin such as Taobao or Tmall, Aliexpress is one of the largest marketplaces in the world, with a presence in more than 220 countries and with web adaptations to different languages, in addition to having a wide variety of payment methods.