The e-commerce market for electronics has seen steady growth in the last few years and is projected to keep growing as overall electronics sales grow, and an increasing proportion of these sales happen online. According to eMarketer, online sales of electronics are projected to grow in the US from $178 billion in 2021 to $263 billion in 2024.

However, many factors will challenge this growth, from ongoing supply chain disruptions to global shortages of semiconductor chips and lithium. In addition, electronics consumers are a unique audience in e-commerce, and there is still much to be learned. To understand more about this population, we included specific questions in our recent global survey of more than 5,000 online shoppers, conducted with research firm Dynata, that addressed the habits and perspectives of buyers of electronics goods. In this article, we share the biggest takeaways from that survey.  

What Are the Characteristics of the Electronics Consumer? 

Online consumers of electronic items are savvy and diligent shoppers. They do their research and aren’t afraid to buy from emerging marketplaces or sellers in other locations. Overall, they’re frequent, thorough, avid online shoppers.  

Bold

The e-commerce activity of online electronics buyers tends to venture further off the beaten path than that of other consumers. Our survey revealed that 50% of electronics buyers had purchased items from foreign sites, compared to 33% of non-electronics buyers. With many electronics consumers early adopters of technology, it’s unsurprising that they would exhibit less hesitation in procuring items sold in other countries.

Active

Electronics buyers like to shop, with or without direct intention to buy. In fact, in our survey, nearly half (47%) of electronics consumers said they frequently browse items online, compared to just over a third (35%) of non-electronics buyers.  

In addition, they visit multiple sites. While just 10% of non-electronics buyers visit five or more sites during their buying journeys, 16% of electronics consumers do visit that many sites. And forty-six percent use three or more online marketplaces regularly. 

Analytical

Impulse buying does not appear to be a hallmark of the online electronics consumer. Research appears to be a top priority amongst this group. .

A key factor in their shopping habits: their e-commerce activity doesn’t cease when they leave home. For example, when shopping in-store, electronics buyers are more likely to research information. They’re 15% more likely to look up online prices often, 15% more likely to check online reviews and 13% more likely to look for additional product information.

What are they researching? Most likely, prices and reviews. Our survey indicated that electronics buyers are 10% more likely to compare prices before buying. 19% are more likely to give up on a purchase if they think they could find a better price elsewhere or later. When choosing between products, 53% of electronics buyers indicated that reviews were “very important” in the decision process. 

Where Are They Shopping?

In a word: Amazon. Although electronics shoppers are known to visit many sites, the marketplace giant appeared as one constant destination in our survey. In the US and Europe (where Amazon’s presence is more prevalent), 74% of electronics shoppers plan to use Amazon for their 2022 holiday/festive shopping, compared to 64% of consumers in other categories. 

All of that browsing also dovetails with high levels of activity on Amazon. For electronics shoppers in the US and Europe, 55% indicated they have purchased an item on Amazon after seeing an ad for that item on Amazon. For shoppers in other categories, this figure is at 45%. Retail media, while important in many verticals, may play an outsized role in gaining visibility for electronics goods sellers.

What Influences Electronics Buyers? 

Digital marketing and advertising appear to have a significant impact on electronics consumers. Once they identify the product they’re looking for at the right price point, they take action. In the last year, 47% have clicked on an online advertisement with the intent to buy a product. And 53% say they have clicked on a sponsored or promoted product, compared to 37% of non-electronics buyers. 

Social media may also play a role in capturing the attention of these buyers. Our survey found that electronics consumers were 1.22 times more likely to have been influenced to purchase an item after seeing it promoted by a brand on social media.

How Should Sellers Respond?

It’s more important than ever to understand the online shopper and anticipate shifting behaviors as technology and e-commerce continue to evolve. Electronics buyers are, by nature, early adopters and they’re more likely to test and explore new options in e-commerce. Retail media engagement is high and will likely strengthen in the future. However, a steady presence, especially in pricing, remains critical for brands and retailers to increase purchasing confidence in these savvy consumers. 

What Are the Best Strategies to Attract Electronics Consumers and Clinch Sales? 

Rithum has over 20 years of e-commerce experience, helping thousands of brands and retailers across the world navigate the changing e-commerce landscape. If you’d like to view a demo of our platform or talk to an e-commerce consultant about your current strategies, reach out here.

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Rithum supports more than 300 marketplaces globally. But if you’re like us, you’re always looking for more! Emerging marketplaces provide a way to get your products in front of more audiences in a targeted way. 

We recently hosted two webinars detailing six emerging marketplaces in North America and Europe that offer simple setup, manageable partner requirements and immense potential. Missed the webinars? Watch them on demand (Emerging Marketplaces: Optimize Your E-Commerce Strategy for North America or Europe) or review the marketplace profiles below to get started today. 

North American Emerging Marketplaces

1. MyUS Marketplace

MyUS Marketplace allows you to reach international audiences without the headache of logistics. For consumers around the world, it’s a way to access quality US products with affordable, and reliable delivery. Simply provide a product feed, fulfill orders and ship to a facility in Sarasota, Florida, where they handle the international packaging, export documentation and shipping. 

Categories of interest: mens & womens fashion, health & beauty, vitamins & supplements, toys, electronics, baby gear, kids clothing, home goods, automotive, video & PC gaming

Why Partner?

MyUS Marketplace is present in more than 220 countries and territories, handles all logistics on your behalf and provides risk mitigation to reduce exposure to international fraud. Plus, it’s easy to integrate in about one week with dedicated onboarding support. It’s also free to list — no monthly fees! 

2. The Bay

The Bay is the largest and oldest department store in Canada with a purpose of helping Canadians live their best style of life. With an ever-changing landscape of contemporary brands The Bay is creating the ultimate one-stop-shopping destination for all customers’ lifestyle needs. Ideal sellers are brands that can ship directly to customers in Canada and carry an elevated and unique assortment of products. 

Categories of interest: fashion, beauty, kids/toys, home, footwear, jewelry, accessories, handbags, food & drink, pets, sporting goods, fitness, outdoors, books & stationery, electronics & tech, gifting & occasions, health & wellness

Why Partner?

Thebay.com is the sixth largest website in Canada with over five million site visits per week and $1 billion in digital sales in 2021. And it’s on its way to further growth in the next few years.  

3. Walmart Marketplace Mexico

Walmart Marketplace Mexico is the third branch of Walmart marketplaces behind Walmart Marketplace US and Canada. It attracts urban consumers with mid-level income who are seeking value. Walmart has been present in Mexico for more than 30 years, and it invests heavily in omnichannel infrastructure and cross-border strategy. Walmart Marketplace Mexico is ideal for sellers with an existing Walmart US account and a compelling catalog in Spanish. 

Categories of interest: beauty, kids & toys, fashion, home, footwear, food & drink, pets, sports, equipment & outdoors, books & stationery, electronics & tech, gifting & occasions, health & wellness

Why Partner?

Walmart Mexico has already experienced tremendous growth with 171% year-over-year e-commerce sales growth. It is currently the #3 website in Mexico with 27 million site visits monthly. Fifty-two percent of Mexican shoppers make purchases from the US, and 95% of them prefer to purchase in their local currency.  

European Emerging Marketplaces

4. Douglas 

Douglas is Europe’s premium beauty platform with 2,000 stores in 26 markets. Its partner program is present in Germany, Austria, France, Poland and plans to expand to the Netherlands. Douglas works with both brands and retailers who are registered or have a warehouse in the European Union. Partners must have German content and offer free shipping and returns. 

Categories of interest: beauty & personal care, OTC pharmacy, health & supplements, home & living, jewelry & accessories

Why Partner?

The marketplace attracts three different audiences, including long-term customers (primarily middle-aged women preferring luxury brands), occasional shoppers (younger consumers preferring premium brands) and seasonal buyers (shoppers interested in popular brands and sets). 

5. Joom

Joom is a mobile cross-border marketplace that operates in more than 190 countries and actively uses social media influencers to promote sellers’ products. Joom aims to make cross-border trade simple with free product description translation and free customer support. Partners must be a legal entity in EMEA and have a fulfillment time of less than three days.

Categories of interest: fashion, health & beauty, home & garden, electronics & home appliances, jewelry, sports

Why Partner?

Joom receives up to one million orders per day, and 95% of these transactions come from the mobile app. Europe is Joom’s biggest market, accounting for 60% of sales primarily in Germany, UK, France, Italy, Spain and Poland. Plus, Joom allows sellers to connect directly with influencers based on their region, style and interests. From there, customers can buy directly from influencers’ posts, which have demonstrated a 187% increase in conversion. 

6. Kaufland.de

Kaufland.de is one of the largest and fastest growing marketplaces in Germany. With extensive investments in search engines, Kaufland.de is highly visible on Google, comparison sites, display ads and email marketing. The marketplace offers external marketing as part of its monthly subscription, as well as seller and first-level customer support. 

Categories of interest: home & living, garden & DIY, consumer electronics, fashion, sports & outdoor

Why Partner?

Kaufland.de has experienced an average annual sales growth of 88% in the past five years, far outstripping the industry average. It hosts 32 million site visitors per month and has shown incremental growth and high average cart size. Plus, no upfront investment is needed and there is no cancellation period. 

Ready to grow with these emerging marketplaces or any of the 300+ channels we support globally. Request a demo today. Or learn more in our Emerging Marketplaces: Optimize Your E-Commerce Strategy webinars for both North America and Europe.

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