Study: As SMBs Grow Online Sales, Amazon the Top Third-Party Channel

Data show that 62% of consumers with internet access shop online at least once per month. A new survey from Insureon and Manta shows that many SMBs are starting to understand the importance of having an e-commerce presence to reach these online buyers.

The survey of over 2,000 SMB owners revealed that 76% believe online sales are “important” or “very important” to the success of their business. Additionally, 80% say their company’s revenue has benefitted “moderately” or “significantly” from online sales.

These positive perceptions coincide with a significant increase in SMBs choosing to sell their products online, with 41% saying they will do so in 2019 compared to 29% in 2018.

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Source: Insureon and Manta
Source: Insureon and Manta

Over half (59%) of e-commerce SMBs utilize a company website as their primary channel. Others opt for different e-commerce platforms, including Amazon (13%), eBay (12%), Shopify (7%), Etsy (7%) and Jet (2%).

Business owner feelings towards these platforms have changed slightly since last year. Although the majority (61%) still believe that Amazon and other e-commerce options have made a positive impact on their business, that number is down 7% from 2018.

Other surveys show that a plurality of small business owners don’t see Amazon as a competitive threat at this point. Amazon previously said that half of all items purchased on the site come from SMBs.

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