Marketplaces are a convenient platform for buyers who are not only trying to find their “perfect” quality product, but are also looking for the best price for that product. It is a platform for brands to clash in open competition, but competition creates many opportunities.
Firstly, presenting your brand on the marketplace is a big plus for consumers who find it convenient to use this particular platform (for example, Kaspi.kz).
Secondly, due to the high turnover of potential buyers on marketplaces, the brand receives good advertising by posting ads there.
Part of the popularity of marketplaces is due to interest in personalized content: personalized recommendations and customized search are a big advantage.
According to Webinarcare:
14% of consumers prefer to make their first purchase through an online marketplace, and 37% return for repeat purchases. Currently, only 6% of B2B consumers do not use online marketplaces. (3)
Interest in domestic producers
Now this trend of "localism" is gaining popularity all over the world, and Kazakhstan is no exception. It is worth noting that one of the drivers of localism was the pandemic. Partly due to the restriction estonia phone number data of imported products during the quarantine, partly due to the global economic crisis and a significant increase in prices for imported goods. According to the research agency Kantar, 65% of consumers prefer goods and services produced in their own country, and 42% began to pay more attention to the country of origin of products. (4)
In Kazakhstan, we can see how interest in local products and services has affected a wide range of industries: from food products (such as farm-raised dairy products or local fruits and vegetables) to tourism (growing interest in local recreation areas).
In Europe, the idea of localism and supporting local businesses is also rapidly gaining popularity. For example, the Thoughtworks study “2030 Britain” found that 39% of shoppers are willing to support local farmers when buying food. (5)
On the one hand, consumers are attracted by the price-quality ratio, on the other hand, by the belief in the safety and environmental friendliness of local products.
There is also a direct correlation between local and ethical/ecological products in the eyes of consumers. This can be seen especially clearly in Western communities, where the trends of the fight for ecology are especially prevalent.
This interest is also fueled by the gradual growth of the market of Kazakhstani brands, the sales volume of which currently accounts for only 2%, but continues to grow. (6)