Marketplaces dominate the entire UK shopping journey from discovery to returns.

A new study highlights why businesses are increasingly focusing on establishing e-marketplaces: online marketplaces dominate nearly every phase of the UK shopper's purchasing journey. According to product experience specialist Akeneo, marketplaces are essential touchpoints from initial discovery and comparison through to the purchase itself, reviews, and even returns.

The research emphasizes the critical role of marketplaces for high-value purchases, defined as those over £90. For these larger transactions, UK shoppers rely more heavily on marketplaces than on any other digital or physical interaction point. Data indicates this reliance begins early in the shopping process, with 24% of consumers most frequently using marketplaces for search and discovery, 26% for comparing prices and promotions, and 28% for validating products.

Marketplaces also serve as key platforms for post-purchase interaction and feedback. 26% of shoppers most frequently use marketplaces to leave reviews, and 21% seek advice from fellow users on these platforms. Interestingly, consumers are more likely to seek advice via marketplaces than on social media. When it comes to the final transaction, marketplaces are the preferred choice for purchasing, with 30% of consumers most regularly buying from them. This significantly outpaces brand websites, where only 6% of consumers make purchases most often. Furthermore, 21% of consumers utilize marketplaces to initiate returns.

This widespread consumer behavior has prompted a shift in business strategies. While Amazon established the ultimate marketplace model, many prominent UK retailers are now diving deep into the concept. Big names like Next, M&S, and John Lewis have recently embraced marketplaces to expand their offerings. The Debenhams business, acquired by Boohoo Group, has seen an impressive recovery driven by a strategic marketplace transformation, demonstrating the viability of this model for legacy retailers.

Akeneo CEO Romain Fouache commented on these findings, stating: “This peak season has confirmed what our research already shows; for UK shoppers, marketplaces are the default shop window, comparison engine, review hub and checkout.” Fouache warns that brands risk "invisibility" for a significant share of high-value purchases if their product information and brand story are not clearly and consistently presented on marketplaces. Looking to the future, he adds: “And in a world where AI agents and LLMs will increasingly replace search in guiding shoppers to the right products, being invisible on marketplaces means you may not exist at all for these new discovery engines.”