14 June 2016 Current Affairs: Amazon followed by Flipkart and Snapdeal were the most preferred e-commerce websites among sellers, with highest top of the mind recall, a recent study has revealed. The findings came as a result of a study by Nielsen for the January-March quarter, which surveyed 1,184 online sellers.
It revealed that 39 per cent of online sellers "explore two or more e-commerce websites as an option to sell products on and grow their business.
A high level of familiarity along with in-depth knowledge of an e-commerce website is the most important factor that drives brand equity .While Amazon had the highest top of the mind recall (25 per cent), Flipkart stood second (21 per cent) and Snapdeal (20 per cent) .
The first wave of the newly launched study was conducted in 16 markets with a population of over 10 lakh, and a sample size of 1,184 respondents. It aims to understand the inclination and experience of selling products on e-retailing platforms.
The study also gauges the brand equity of e-commerce websites amongst connected online sellers, and of those who intend to sell their products online in the next few months. Other key factors that impact brand equity are certain perception of the e-retailers like they help the sellers stay relevant and ahead of competition, provide new market opportunity, and help minimise costs to reach out to more customers, it said.
In terms of overall awareness, 86 per cent respondents in the study voted Amazon, 82 per cent voted Flipkart and 75 per cent respondents voted Snapdeal, followed by others.
As per the study, intent to sell on the e-commerce website, which was also a key parameter, saw Flipkart (58 per cent), and Amazon (55 per cent) as the leading brands.