{"id":5689,"date":"2020-05-04T08:39:02","date_gmt":"2020-05-04T06:39:02","guid":{"rendered":"http:\/\/legacy.gominga.com\/?p=5689"},"modified":"2022-03-11T12:16:01","modified_gmt":"2022-03-11T11:16:01","slug":"marktplatzstudie","status":"publish","type":"post","link":"https:\/\/legacy.gominga.com\/de\/marktplatzstudie\/","title":{"rendered":"Studie: Die Marktplatzwelt 2020"},"content":{"rendered":"[vc_row type=“in_container“ full_screen_row_position=“middle“ column_margin=“default“ column_direction=“default“ column_direction_tablet=“default“ column_direction_phone=“default“ scene_position=“center“ text_color=“dark“ text_align=“left“ row_border_radius=“none“ row_border_radius_applies=“bg“ overlay_strength=“0.3″ gradient_direction=“left_to_right“ shape_divider_position=“bottom“ bg_image_animation=“none“][vc_column column_padding=“no-extra-padding“ column_padding_tablet=“inherit“ column_padding_phone=“inherit“ column_padding_position=“all“ column_element_spacing=“default“ background_color_opacity=“1″ background_hover_color_opacity=“1″ column_shadow=“none“ column_border_radius=“none“ column_link_target=“_self“ gradient_direction=“left_to_right“ overlay_strength=“0.3″ width=“1\/1″ tablet_width_inherit=“default“ tablet_text_alignment=“default“ phone_text_alignment=“default“ bg_image_animation=“none“ border_type=“simple“ column_border_width=“none“ column_border_style=“solid“][heading subtitle=“Zahlen | Daten | Trends f\u00fcr DACH & GLOBAL“]\n

Online Marktpl\u00e4tze – hochdynamisch, vielschichtig & disruptiv<\/h2>\n[\/heading][vc_column_text css=“.vc_custom_1588007045694{padding-right: 12.5% !important;padding-left: 12.5% !important;}“]Wir freuen uns sehr \u00fcber die Ver\u00f6ffentlichung unserer Marktplatz-Studie, die wir gemeinsam mit unseren Freunden der ecom consulting GmbH<\/a> in den letzten Monaten erarbeitet haben. Datenerhebung und Erstellung erfolgten vor Ausbruch der Corona Pandemie, jedoch sind wir \u00fcberzeugt, dass die Relevanz der Studie heute vielleicht noch gr\u00f6\u00dfer ist als zuvor.<\/strong>[\/vc_column_text][image_with_animation image_url=“5720″ animation=“Grow In“ hover_animation=“none“ alignment=“center“ border_radius=“none“ box_shadow=“small_depth“ image_loading=“default“ max_width=“75%“ max_width_mobile=“default“][vc_column_text css=“.vc_custom_1588007133654{padding-top: 40px !important;padding-right: 12.5% !important;padding-left: 12.5% !important;}“]Aus unserer Sicht ist die Studie nicht nur f\u00fcr Hersteller und H\u00e4ndler interessant, sondern auch f\u00fcr die Marktplatzbetreiber selbst sowie Medien und die breitere \u00d6ffentlichkeit. Wir wollen mit der Studie einen \u00dcberblick \u00fcber die vielschichtige Welt der Online Marktpl\u00e4tze geben und zur differenzierten Diskussion anregen. Marktplatz ist nicht gleich Marktplatz, und es geht dabei nicht nur um Amazon. Ebenfalls gilt es zwischen B2C, B2B, C2C, Social & Content Commerce sowie Preisvergleichsseiten zu unterscheiden.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=“in_container“ full_screen_row_position=“middle“ column_margin=“default“ column_direction=“default“ column_direction_tablet=“default“ column_direction_phone=“default“ bg_color=“#ffffff“ scene_position=“center“ text_color=“dark“ text_align=“left“ row_border_radius=“none“ row_border_radius_applies=“bg“ overlay_strength=“0.3″ gradient_direction=“left_to_right“ shape_divider_position=“bottom“ bg_image_animation=“none“ shape_type=““][vc_column column_padding=“padding-5-percent“ column_padding_tablet=“inherit“ column_padding_phone=“inherit“ column_padding_position=“all“ column_element_spacing=“default“ background_color_opacity=“1″ background_hover_color_opacity=“1″ column_shadow=“none“ column_border_radius=“none“ column_link_target=“_self“ gradient_direction=“left_to_right“ overlay_strength=“0.3″ width=“1\/1″ tablet_width_inherit=“default“ tablet_text_alignment=“default“ phone_text_alignment=“default“ bg_image_animation=“none“ border_type=“simple“ column_border_width=“1px“ column_border_color=“#235d89″ column_border_style=“solid“][heading subtitle=“JETZT KOSTENLOS ALS PDF ANFORDERN“]\n

Markplatzstudie 2020<\/h2>\n[\/heading][vc_column_text css=“.vc_custom_1588052968243{padding-right: 12.5% !important;padding-left: 12.5% !important;}“]Wir stellen Ihnen gerne die gesamte Marktplatzstudie als kostenloses PDF zur Verf\u00fcgung. Nach Eingabe von Ihrem Namen und Email-Adresse erhalten Sie eine Mail mit der Studie als PDF.<\/p>\n
\n[\/vc_column_text][vc_column_text css=“.vc_custom_1646997254131{padding-right: 15% !important;padding-left: 15% !important;}“][contact-form-7 id=“21667″ title=“Marketstudie 2020 (PDF)“][\/vc_column_text][\/vc_column][\/vc_row][vc_row type=“in_container“ full_screen_row_position=“middle“ column_margin=“default“ column_direction=“default“ column_direction_tablet=“default“ column_direction_phone=“default“ scene_position=“center“ text_color=“dark“ text_align=“left“ row_border_radius=“none“ row_border_radius_applies=“bg“ overlay_strength=“0.3″ gradient_direction=“left_to_right“ shape_divider_position=“bottom“ bg_image_animation=“none“][vc_column column_padding=“no-extra-padding“ column_padding_tablet=“inherit“ column_padding_phone=“inherit“ column_padding_position=“all“ column_element_spacing=“default“ background_color_opacity=“1″ background_hover_color_opacity=“1″ column_shadow=“none“ column_border_radius=“none“ column_link_target=“_self“ gradient_direction=“left_to_right“ overlay_strength=“0.3″ width=“1\/1″ tablet_width_inherit=“default“ tablet_text_alignment=“default“ phone_text_alignment=“default“ bg_image_animation=“none“ border_type=“simple“ column_border_width=“none“ column_border_style=“solid“][heading]\n

Marktplatzmodelle wandeln sich rasant!<\/h2>\n[\/heading][vc_column_text css=“.vc_custom_1588005365620{padding-right: 12.5% !important;padding-left: 12.5% !important;}“]Durch unsere Datenerhebung konnten wir feststellen, dass sich die Anzahl der Marktpl\u00e4tze in den letzten Jahren rasant gesteigert hat. Dies betrifft sowohl die globale Landschaft als auch den deutschsprachigen Raum.<\/p>\n

In Deutschland, \u00d6sterreich und der Schweiz z\u00e4hlen wir mittlerweile mehr als 170 Player, was einer Verdoppelung seit 2015 entspricht. Dabei gibt machen Generalisten wie Amazon, eBay oder OTTO etwa die H\u00e4lfte der Player aus, alle anderen haben einen speziellen Branchenfokus wie Fashion oder DIY.[\/vc_column_text][nectar_single_testimonial testimonial_style=“bold“ color=“Extra-Color-2″ quote=“Marktplatzmodelle wandeln sich rasant. Sie ver\u00e4ndern die gesamten Marktstrukturen im Online\u2011Handel und weit dar\u00fcber hinaus!“][image_with_animation image_url=“5727″ animation=“Grow In“ hover_animation=“none“ alignment=“center“ border_radius=“none“ box_shadow=“small_depth“ image_loading=“default“ max_width=“75%“ max_width_mobile=“default“][\/vc_column][\/vc_row][vc_row type=“in_container“ full_screen_row_position=“middle“ column_margin=“default“ column_direction=“default“ column_direction_tablet=“default“ column_direction_phone=“default“ scene_position=“center“ text_color=“dark“ text_align=“left“ row_border_radius=“none“ row_border_radius_applies=“bg“ overlay_strength=“0.3″ gradient_direction=“left_to_right“ shape_divider_position=“bottom“ bg_image_animation=“none“][vc_column column_padding=“no-extra-padding“ column_padding_tablet=“inherit“ column_padding_phone=“inherit“ column_padding_position=“all“ column_element_spacing=“default“ background_color_opacity=“1″ background_hover_color_opacity=“1″ column_shadow=“none“ column_border_radius=“none“ column_link_target=“_self“ gradient_direction=“left_to_right“ overlay_strength=“0.3″ width=“1\/1″ tablet_width_inherit=“default“ tablet_text_alignment=“default“ phone_text_alignment=“default“ bg_image_animation=“none“ border_type=“simple“ column_border_width=“none“ column_border_style=“solid“][heading]\n

Top 10 Findings<\/h2>\n[\/heading][vc_column_text css=“.vc_custom_1588005335817{padding-right: 12.5% !important;padding-left: 12.5% !important;}“]Wir haben unsere Erkenntnisse in 10 Top Findings zusammengefasst. Die rasante Entwicklung bringt dabei verschiedenste Formate und Schwerpunkte hervor. Gerade in Deutschland haben viele traditionelle Handelsunternehmen mittlerweile einen Marktplatz ins Leben gerufen. Dadurch wird auch die Thematik der \u201eDoppelrolle\u201c immer brisanter. Es ist eben nicht nur Amazon, der Eigenhandel und Markplatzgesch\u00e4ft vereint.[\/vc_column_text][image_with_animation image_url=“5773″ animation=“Grow In“ hover_animation=“none“ alignment=“center“ border_radius=“none“ box_shadow=“small_depth“ image_loading=“default“ max_width=“75%“ max_width_mobile=“default“][\/vc_column][\/vc_row][vc_row type=“in_container“ full_screen_row_position=“middle“ column_margin=“default“ column_direction=“default“ column_direction_tablet=“default“ column_direction_phone=“default“ scene_position=“center“ text_color=“dark“ text_align=“left“ row_border_radius=“none“ row_border_radius_applies=“bg“ overlay_strength=“0.3″ gradient_direction=“left_to_right“ shape_divider_position=“bottom“ bg_image_animation=“none“][vc_column column_padding=“no-extra-padding“ column_padding_tablet=“inherit“ column_padding_phone=“inherit“ column_padding_position=“all“ column_element_spacing=“default“ background_color_opacity=“1″ background_hover_color_opacity=“1″ column_shadow=“none“ column_border_radius=“none“ column_link_target=“_self“ gradient_direction=“left_to_right“ overlay_strength=“0.3″ width=“1\/1″ tablet_width_inherit=“default“ tablet_text_alignment=“default“ phone_text_alignment=“default“ bg_image_animation=“none“ border_type=“simple“ column_border_width=“none“ column_border_style=“solid“][heading subtitle=“Der geheime Erfolgsfaktor“]\n

Produktbewertungen<\/h2>\n[\/heading][vc_column_text css=“.vc_custom_1588155300055{padding-right: 12.5% !important;padding-left: 12.5% !important;}“]User Generated Content sowie die Entwicklungen zu Social und Content Commerce werden weltweit wichtiger. Daher kann man festhalten, dass gerade bei den B2C eCommerce Plattformen das Thema Produktbewertungen sowie Q&A von enormer Wichtigkeit sind. Amazon hat es vorgemacht und 45% der globalen Marktpl\u00e4tze nutzen Produktbewertungen als Trust Faktor. Der Community Gedanke erm\u00f6glicht dabei die Interaktion zwischen Nutzern untereinander aber auch zwischen Nutzer und Markenhersteller bzw. H\u00e4ndler.<\/p>\n

Die momentane \u201eDirect-2-Consumer\u201c Entwicklung verst\u00e4rkt die Relevanz von Rezensionen und Q&A weiter. So k\u00f6nnen Marken direkt mit den Kunden interagieren, was durch Amazon und immer mehr Plattformen aktiv unterst\u00fctzt wird.<\/p>\n

Lesetipp: Marketplace Landscape D-A-CH<\/a>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=“in_container“ full_screen_row_position=“middle“ column_margin=“default“ column_direction=“default“ column_direction_tablet=“default“ column_direction_phone=“default“ scene_position=“center“ text_color=“dark“ text_align=“left“ row_border_radius=“none“ row_border_radius_applies=“bg“ overlay_strength=“0.3″ gradient_direction=“left_to_right“ shape_divider_position=“bottom“ bg_image_animation=“none“][vc_column column_padding=“no-extra-padding“ column_padding_tablet=“inherit“ column_padding_phone=“inherit“ column_padding_position=“all“ column_element_spacing=“default“ background_color_opacity=“1″ background_hover_color_opacity=“1″ column_shadow=“none“ column_border_radius=“none“ column_link_target=“_self“ gradient_direction=“left_to_right“ overlay_strength=“0.3″ width=“1\/1″ tablet_width_inherit=“default“ tablet_text_alignment=“default“ phone_text_alignment=“default“ bg_image_animation=“none“ border_type=“simple“ column_border_width=“none“ column_border_style=“solid“][heading]\n

Fazit und Ausblick<\/h2>\n[\/heading][vc_column_text css=“.vc_custom_1588005397038{padding-right: 12.5% !important;padding-left: 12.5% !important;}“]Die Studie ist vor Ausbruch der Corona Pandemie entstanden. Dennoch sind wir am heutigen Tag (Ende April 2020) davon \u00fcberzeugt, dass unsere Erkenntnisse samt Ausblick weiterhin g\u00fcltig sind. Der allgemeine Tenor der weltweiten Wirtschaftspresse lautet, dass der Online-Handel vergleichsweise glimpflich aus der Corona-Krise herauskommen wird.<\/p>\n

Unter dieser Annahme sind Marktpl\u00e4tze auf Grund von Reichweiten, Netzwerk-Effekten und Asset-Light-Strukturen nochmal bessergestellt als Unternehmen mit einem \u201eklassischen\u201c Webshopangebot.[\/vc_column_text][image_with_animation image_url=“5781″ animation=“Grow In“ hover_animation=“none“ alignment=“center“ border_radius=“none“ box_shadow=“small_depth“ image_loading=“default“ max_width=“75%“ max_width_mobile=“default“][\/vc_column][\/vc_row][vc_row type=“in_container“ full_screen_row_position=“middle“ column_margin=“default“ column_direction=“default“ column_direction_tablet=“default“ column_direction_phone=“default“ scene_position=“center“ text_color=“dark“ text_align=“left“ row_border_radius=“none“ row_border_radius_applies=“bg“ overlay_strength=“0.3″ gradient_direction=“left_to_right“ shape_divider_position=“bottom“ bg_image_animation=“none“][vc_column column_padding=“no-extra-padding“ column_padding_tablet=“inherit“ column_padding_phone=“inherit“ column_padding_position=“all“ column_element_spacing=“default“ background_color_opacity=“1″ background_hover_color_opacity=“1″ column_shadow=“none“ column_border_radius=“none“ column_link_target=“_self“ gradient_direction=“left_to_right“ overlay_strength=“0.3″ width=“1\/1″ tablet_width_inherit=“default“ tablet_text_alignment=“default“ phone_text_alignment=“default“ bg_image_animation=“none“ border_type=“simple“ column_border_width=“none“ column_border_style=“solid“][vc_column_text css=“.vc_custom_1588006976373{padding-right: 12.5% !important;padding-left: 12.5% !important;}“]Ein Dank gilt auch Prof. Dr. Christian Stummeyer (Technische Hochschule Ingolstadt) und Oliver Prothmann (Pr\u00e4sident Bundesverband Onlinehandel e.V.), die das Geleitwort bzw. einen Gastkommentar f\u00fcr die Studie verfasst haben.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=“in_container“ full_screen_row_position=“middle“ column_margin=“default“ column_direction=“default“ column_direction_tablet=“default“ column_direction_phone=“default“ bg_color=“#ffffff“ scene_position=“center“ text_color=“dark“ text_align=“left“ row_border_radius=“none“ row_border_radius_applies=“bg“ overlay_strength=“0.3″ gradient_direction=“left_to_right“ shape_divider_position=“bottom“ bg_image_animation=“none“ shape_type=““][vc_column column_padding=“padding-5-percent“ column_padding_tablet=“inherit“ column_padding_phone=“inherit“ column_padding_position=“all“ column_element_spacing=“default“ background_color_opacity=“1″ background_hover_color_opacity=“1″ column_shadow=“none“ column_border_radius=“none“ column_link_target=“_self“ gradient_direction=“left_to_right“ overlay_strength=“0.3″ width=“1\/1″ tablet_width_inherit=“default“ tablet_text_alignment=“default“ phone_text_alignment=“default“ bg_image_animation=“none“ border_type=“simple“ column_border_width=“1px“ column_border_color=“#235d89″ column_border_style=“solid“][heading subtitle=“Jetzt kostenlos als PDF anfordern“]\n

Markplatzstudie 2020<\/h2>\n[\/heading][vc_column_text css=“.vc_custom_1588008377082{padding-right: 12.5% !important;padding-left: 12.5% !important;}“]Sie haben Interesse an unserer Markplatzstudie 2020? Wir stellen Ihnen gerne die gesamte Studie als kostenloses PDF zur Verf\u00fcgung. Nach Eingabe von Ihrem Namen und Email-Adresse erhalten Sie eine Mail mit der Studie als PDF.<\/p>\n
\n[\/vc_column_text][vc_column_text css=“.vc_custom_1646997358336{padding-right: 15% !important;padding-left: 15% !important;}“][contact-form-7 id=“21667″ title=“Marketstudie 2020 (PDF)“][\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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