A new campaign has been launched to support independent online retailers, after it was found that UK consumers are more likely to buy from the website of a ‘household name’ than an e-commerce site without a physical presence.
The ‘Support Independent Online Shops’ campaign, run by web hosting service Amenworld, says that although it was reported in the run-up to Christmas that online sales experienced an ‘unprecedented’ rise, independent businesses did not have the same results.
A survey by Directline revealed that over 60% of consumers would rather buy from the website of a big brand, rather than an independent online business.
Amenworld urged businesses to join the campaign by logging on to their Facebook and MySpace groups to add their story.
”They will be able to speak to people in a similar situation, increase public visibility of the problems they face, and add to the momentum of the campaign,” said a spokesperson.
Andrew Fassnidge, marketing manager at Amenworld, said: “Bigger brands unnecessarily dominate the online marketplace. People buying something as ordinary as a pair of socks shop online with Burtons or Marks and Spencer, just because they know the brand name.
“Instead of buying mass produced socks, people could easily choose some individually knitted socks from an independent online craft shop. Potentially better quality and value for money, and definitely more unique,” he said.
© Crimson Business Ltd. 2008
