Based on insights from 4,500 marketplace shoppers across the US, UK, Germany, France, and the Netherlands, this report reveals how trust, value, and transparency are now shaping the marketplace shopping experience.

Shopping journeys are broader, not linear

Shoppers no longer move from one channel to one checkout. They discover on marketplaces, validate on social platforms, compare across borders, and increasingly use AI to reduce effort. This report connects those touchpoints into a single, end-to-end view of how decisions are actually made.

Complexity is now the core challenge

Choice overload, inconsistent product information, and unclear differentiation are actively slowing decisions and increasing returns. The report shows how shoppers cope with this complexity, and what brands can do to reduce friction through better product data, clearer content, and smarter structuring.

Product content has become a growth lever

From sizing accuracy to mobile-friendly listings, product information now directly influences confidence, conversion, and post-purchase satisfaction. This report links content quality to both buying decisions and return behavior, not just visibility.

Growth is increasingly cross-border and multi-channel

Shoppers are open to new marketplaces, overseas sellers, and alternative buying models like refurbished products, but only when localization and clarity are strong. The report reveals where cross-border demand exists, and where trust barriers still block conversion.