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Online Bargains from the Far East: Exclusivity before quality

This year's ECC Club study focuses on new marketplaces such as Wish, AliExpress and Co.

The new marketplaces like Wish, AliExpress and Co.make it possible: Despite long delivery times and possible customs duties, German consumers are increasingly ordering from the Far East. A lack of quality is being accepted for exclusivity and low prices, according to this year's ECC-Club study by IFH Cologne.

Despite some negative reports about Wish, AliExpress and similar providers from the Far East, the newer marketplaces are becoming more and more popular with consumers. This year's ECC-Club study "Adventure, thrill or risk? Why customers order from Wish and Co." gets to the bottom of the question of the success of these platforms. Around 1200 consumers were surveyed.

German consumers visit the Wish marketplace most often. 81 percent of those surveyed say they have visited Wish or even ordered from it, followed by AliExpress (55 percent) and Joom (27 percent).

Nevertheless, it is apparent that female consumers order less often from Wish and Co. than from Amazon in particular. More than half of the respondents (54 percent) shop less than once a quarter in the newer marketplaces. At the same time, 44 percent state that they order from Amazon at least once a month. Although newer marketplaces such as Wish and Co. have been able to position themselves in the relevant set of German consumers, their success does not yet come close to established marketplaces such as Amazon and eBay.

Long delivery times are accepted, customs are a hurdle

Marketplaces such as Wish, AliExpress and the like distribute products from the Far East to a large extent. This results in long delivery times, which are, however, accepted by the majority of customers. 73 percent of consumers say that low prices are often more important to them than fast delivery. 68 percent would even accept delivery times of weeks if the desired product is significantly more expensive in Germany.

Customs is a much greater hurdle. 80 percent of non-buyers avoid shopping outside Europe so that they do not have to deal with customs. Additional fees prevent 83 percent from buying.

Exclusivity and price as decisive buying motives

Despite the difficulties mentioned with orders from the Far East, more and more consumers are using the marketplaces mentioned. The focus here is on motives for use other than Amazon or eBay. Exclusivity and price predominate here, instead of convenience. 50 percent of the buyers state that it is important to them to have products that not everyone has. 84 percent also stress the importance of bargains when shopping on the Internet, 72 percent attach importance to Coupons and discounts. The bargain hunters therefore form a large target group of Wish and Co.

At the same time, the poor quality of many products plays a subordinate role. Although this is one of the top 5 problems when ordering on new marketplaces (34%), buyers often consciously accept them for low prices (48 percent). Despite known problems such as poor quality, possible customs duties or long delivery times, 20 percent of dissatisfied shoppers say that they will order again from Wish and Co.