From Otto to Amazon: These shops reach the most buyers when searching for products
Otto, Amazon and S.Oliver lead the top 20 shops that achieve the highest visibility on product search engines in Germany when looking for autumn fashion items. This was the result of an analysis by OnMaCon, a company specializing in product data marketing (PDM), for which almost one million search results were evaluated
Placement on product search engines has long been mandatory for more than 9,000 online shops in Germany. For autumn fashion alone, 1,155 different shops were recorded and analyzed in October and November. As expected, the big generalists achieved good visibility on product search engines, among other things due to their large product range. Ott and Amazon lead the top 20 of the OnMaCon Visibility Index by far and were even able to extend their lead compared to October. Among the pure fashion shops, S.Oliver, Asos, About You, Eckerle and Peter Hahn achieved a high level of visibility and made it into the top 10. As a specialist provider, Planet-Sports made it to sixth place.
Too many shops leave the field to the industry giants
“In contrast to price comparison websites, the product search engines as a source of research are usually at the beginning of the purchase decision process. That is why a good placement is important in order to be present here as a shop right from the start, ”explains Andre Kröger, Managing Director of OnMaCon. “Too many shops leave the field to the industry giants by transmitting the product data from the shop system unchanged to product search engines. A targeted placement on the first result pages is difficult to achieve. For top placements, the product data must be optimized in such a way that it corresponds to the search behavior of the user. In the run-up to Christmas in particular, online retailers have to significantly increase their commitment in this area in order to be able to withstand the growing pressure from the big players. “
Top 20 of the OnMaCon visibility index for fall fashion