A recent study carried out by market research consulting firm Research Tools shed lights on which online fashion players offer the highest visibility rates for their in-stock products in Germany.
Perhaps unsurprisingly, e-commerce juggernauts Zalando and Amazon occupy the first and second positions respectively. Closing the top 3 with a significant distance is young technology start-up About You, owned by the Otto Group. Research Tools analyzed the following data categories: search results, paid search, social media and comparison shopping websites.
A look into the results exposes great differences when it comes to where each retailer gets more visibility from. While Amazon products enjoy a remarkable high presence in comparison shopping engines (53%), Zalando’s prominence is way stronger in search results. About You leads the way on social media visibility, scoring a clearly higher rate (48%) than the other two competitors. At the same time, About You’s recognition in paid searches is also big (17%).
According to Research Tools’ chief executive Uwe Matzner, even though the results examine only visibility factors, you can actually draw a parallel between the visibility rates in each category and where each retailer does get traffic volume from.
Closing the study’s top 10 are Otto (4th); Dress for Less (5th); Bonprix (6th), Def-Shop (7th), Ebay (8th), Galeria Kaufhof (9th) and Baur (10th). For the eVisibility Clothing 2016 study, these were the analyzed product categories: Women’s tops, pullovers and trousers; men’s tees, sweaters and jeans; children’s t-shirts, pullovers and trousers; boots; caps and hats and jewelry.