16% of products online out-of-stock

Some advice about Content & eCommerce Marketing.

In online shops, 16 percent of products are out-of-stock. The United Kingdom and the Netherlands have the best product availability. Google Shopping, Facebook Product Ads and Amazon are the top three advertising channels for ecommerce sellers worldwide.

These are some of the results from the Feed Marketing Report 2022. The research by Datafeed Watch includes product data from over 15.000 online stores in over 50 countries worldwide, including the United Kingdom, Denmark, Sweden, Germany and the Netherlands.

UK and Netherlands best product availability

The research looks at sellers’ product range, advertising channels and product listing errors. According to the report, 16 percent of products are out-of-stock. Alongside the United States, the United Kingdom and the Netherlands have the best product availability.

The UK and the Netherlands have the most products in stock.

Germany and France score below average, with over 15 percent of products being unavailable. Most product shortages are found in the product categories Vehicles and parts (57%), Sporting goods (40%) and Cameras (22%).

Google Shopping and Facebook Ads most popular

When looking at marketing, the average online shop advertises on 3.2 channels. Bigger shops (<10.000 products) employ 4 platforms, while smaller shops (<500 products) use 2 channels, such as Google or Facebook.

Google Shopping and Facebook Ads are the most popular.

Nine out of ten shops use search engines for marketing, while more than half advertise on social media. The top 3 ecommerce channels are: Google Shopping, Facebook Product Ads and Amazon.

Shopify users have least data errors

Unfortunately, 7 percent of product listings are disapproved because of data errors. For 1 in 5 of them, this is due to shipping issues or image problems. For example, a product image that is too small or missing. Shopify users face the least product listing errors (5%), later followed by Bigcommerce (7%) and WooCommerce (8%).

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