Marketplaces or Retailers?

According to a recent eMarketer article, repeat buyers favor marketplaces over retailers.

Online buyers are starting their hunt for products on marketplaces with increased frequency: 28% of consumers started their searches on platforms like eBay or AMZN, up from 22% in 2017

When asked where they would purchase an item for the 1st time, ~50% said a retailer while 31% cited a marketplace; however, when going to buy the same item a 2nd time, the channels were reverse (47% said marketplace and retailers received 34%)

Marketplaces won first and foremost on price (56%) because once a shopper knows what they want, they seek out lower prices regardless of channel; consumers also turn to marketplaces for product variety (51%), availability (50%), and inspiration (48%)

Retailers, on the other hand, received high marks for customer service (57%); and while brands weren't the first choice for shoppers, they stood apart from both marketplaces and retailers on quality (60%), innovation (58%) and uniqueness (48%).