When choosing a place to sell your products online, it’s important to consider the number of shoppers visiting each site and how much competition you’ll get from other sellers. Using Alexa and Compete, both global web analytics companies, we can get an idea of a marketplace’s traffic and online engagement. It’s important to understand the numbers before making any conclusions. Here are a couple of metrics to keep in mind:
- Site rankings: This rank is calculated using a combination of average daily visitors to this site and page views on this site over the past 3 months.
- Unique visits: This is the total number of visits to the site from an individual IP address.
- Bounce rate: This is the percentage of visits to the site that consist of a single page view before the user leaves the site.
Before you choose an online marketplace site, evaluate the various levels of traffic to get a sense of how often your items could be viewed. Refer to the Traffic & Online Engagement table below to see an overview of monthly traffic, bounce rate, and daily time spent on each of the top online marketplaces.
Please note: CQout and eBid site ranks are based on UK traffic, which is where those sites are based.
|Traffic and Online Engagement
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|Site Rankings (US)||How many monthly unique visitors?||How many unique visitors per seller?||What is the site’s bounce rate?||What is the daily time spent on the site?|
|12,703||293 thousand||ArtFire has declined to provide this data.||56.2%||3:02|
This data is currently unavailable.
|CQout has declined to provide this data.||37.1%||3:02|
|25,755||86.6 thousand||eBid has declined to provide this data.||42.2%||4:51|
|6,456||484 thousand||eCrater has declined to provide this data.||52.8%||3:16|
|This data is currently unavailable.||25.5%||10:21|
The Site Rankings number is an estimate of the “popularity” of each site among Internet users in the USA, based on user research done by the analytics firm Alexa.com. As a rule of thumb, sites with rankings closer to #1 will get more traffic than sites with a higher number. The exact number will vary slightly from week to week, but the table above will give you a rough estimate of the site’s popularity compared to the others.
Monthly Unique Visitors
Since the Site Ranking is a rough estimate, you can can combine it with another estimate – the Monthly Unique Visitors estimate – to cross-reference the data. A “unique visitor” means a single visitor from a given IP address, so for example if you shop on Storenvy four different times in the same month, you’ll only count as one unique visitor.
Unique Visitors Per Seller
While the number of monthly unique visitors to a site is an important factor when you’re deciding which sites to sell your products, there’s an often-overlooked factor to keep in mind: Sites with large numbers of shoppers, also tend to have large numbers of sellers. That means you’ll have a lot more competition because shoppers have so many other merchants competing for those sales.
The Unique Visitors Per Seller number is calculated by taking the number of visitors to the site, and then dividing by the number of sellers on the site. Think of it as “splitting up the site’s shoppers evenly between all the site’s sellers.”
A higher number means that it will be easier for your products to get noticed, whereas a lower number means there could be a lot of competition for shoppers. For example it may be easier to get your products noticed on a site like Bonanza with almost 200 visitors per merchant, compared to a site like eBay with 7 visitors per seller.
Note that it’s not possible to calculate Unique Visitors Per Seller for online selling sites that don’t reveal the number of sellers currently selling on their site.
A marketplace site’s Bounce Rate is the portion of visitors who only view a single page before leaving the site to shop somewhere else. For example, let’s imagine that 4 different people each go to Google to search for a product, and they all find a link to eCrater. All four of them click the link and land on different product pages on eCrater. If 3 of them continue shopping by browsing to other pages on eCrater but 1 of them decides to leave and go to a different site, then the bounce rate for eCrater based on that example would be 25%. Because 1 in 4 of the shoppers left the site instead of continuing to shop.
Why is bounce rate an important number to consider when you’re looking for the best place to sell your products online? Because it can give you some hints about several aspects of a given site, such as:
- Is the site receiving traffic from “good” shoppers? When an online marketplace site has a high bounce rate, that can indicate that a large portion of the site’s Monthly Unique Visitors don’t actually spend much time shopping there.
- Does the site do an effective job of keeping shoppers interested? When a site has lower bounce rate, it could mean that the marketplace does a better job of keeping visitors interested by showing them related items, or by luring them to stay by showing them discounts and coupons. Interested shoppers are more likely to find, and purchase, your products.
- Is the site well-known to most visitors? Most shoppers start out on a search engine like Google or Bing, and then click through to a marketplace when they find a product that looks interesting. But if the marketplace doesn’t look familiar when they get there, then the shopper might get cold feet and leave instead of staying to purchase.
Daily Time On Site
Time On Site is an estimate of how long, on average, each shopper spends browsing on the website each day. This is a helpful metric because e-commerce sites with a low Time On Site might not do as good a job at converting visitors into buyers, or they might not have as much product inventory to keep shoppers interested for long periods of time each day.
While it’s difficult to definitively know which e-commerce site is “the best” for selling your products, the numbers above will give you a sense of the number of shoppers on the site, how they behave, and how much competition you might have when you sell on each site.
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1. Alexa. “Your Complete Web Analytics Toolkit.” Alexa – Actionable Analytics for the Web. 17 July 1996. Web. 15 June 2015.
2. Compete, Inc. “Measuring Digital Performance for 15 Years.” Compete.com. 21 Feb. 1995. Web. 15 June 2015.
3. Ad Age. “More EBay Merchants Migrating to Amazon in Search of Sales Growth.” Advertising Age Digital RSS. 6 Apr. 2015. Web. 17 Aug. 2015.
4. Statista. “Etsy: Number of Active Sellers 2014 | Statistic.” Statista. 2014. Web. 17 Aug. 2015.
Unique Visits per Seller data provided by representatives from Bonanza and Storenvy. Artfire, CQout, eBid, eCRATER, and iOffer declined to provide this data.
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