Retailers’ use of third-party platforms such as Amazon, eBay and Google has dropped amongst the UK's top 250 retailers.

That is the conclusion of an industry report eCommerce and digital agency, Visualsoft.

It found that just 36 per cent of retailers utilise marketplaces such as Amazon and eBay as part of their sales activity - a drop from 39 per cent in 2017.

This is despite figures which suggests the value of retailers using such platforms, which includes that 45 per cent of consumers are more likely to go first to Amazon when looking for an item than anywhere else.

The analysis also found that just 28 per cent of the UK's top 250 retailers are taking full advantage of the benefits offered by Google Shopping; a 3 per cent drop since the previous year.

"The retail market is becoming increasingly fragmented, with an ever-growing range of channels through which shoppers can begin, continue and end their purchasing journey,” said Chris Fletcher, head of onboarding at Visualsoft.

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“Whilst focusing on an effective website is vital, brands must never underestimate the importance of multi-channel selling.

"Worryingly, the figures have slumped slightly across key metrics - most of which were already underperforming. Many leading brands are therefore swimming against the tide of consumer behaviour and missing out on growth opportunities as a result.

"Brands that fall outside of the top 250 should therefore be jumping at the chance to make the most of this channel and the sales boost it can provide."