How to choose the e-commerce platform with the highest advertising ROI? These data are worth knowing

It is learned that eMarket recently released its latest report, evaluating advertisers' views on US retail advertising networks and their performance in 13 attributes.

The report shows that traffic is the most important attribute for sellers to choose an advertising platform. The eMarket survey shows that the platform's traffic scale score is 4.35 and the traffic quality score is 5 points.

eMarket evaluated the traffic scale and traffic quality of various retail advertising platforms and came up with the following data:

Given its dominance in the e-commerce market, Amazon Advertising ranks #1 in the Traffic pillar, with a considerable advantage, and ranks #1 in Traffic Scale. Amazon also ranks #3 in Traffic Quality, with consumers who have particularly high purchase intent and conversion rates.

eBay ads ranked 2nd in traffic, 1st in traffic quality, and 3rd in traffic size for similar reasons to Amazon as a large e-commerce platform. eBay's 1st place in traffic quality may also reflect its strength in certain categories, such as shoes, fashion accessories, and consumer electronics.

Kroger Precision Marketing beat Walmart Connect to rank #3, primarily due to its #2 ranking for traffic quality, but it also ranked #4 for traffic size. Its high score for traffic quality is likely due to its ability to leverage its member user data to reach the right audience.

According to the latest research from eMarketer, Amazon, Walmart and eBay ranked in the top 3 in terms of traffic size, corresponding to their respective overall rankings in terms of e-commerce sales in the U.S. Traffic size drives sales, which in turn attract advertisers.

Traffic size is crucial for advertisers, especially big brands, because it determines whether advertisers can reach a large enough audience. Traffic quality is almost as important, especially for advertisers who want to reach a precise audience.

Editor ✎ Xiao Zhu/

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