OPSS publishes research on consumer behaviour on online marketplaces
The Office for Product Safety and Standards (OPSS) has published research examining consumer behaviour on online marketplaces, based on a quantitative survey of 2,073 UK online marketplace users and three focus group discussions conducted in February and April 2025. The research found that 44% of users have little to no understanding of the difference between online marketplaces and other websites, with 46% selecting incorrect definitions of online marketplaces. The study revealed that only 20% of users consider product safety when choosing an online marketplace, with consumers predominantly relying on reviews rather than formal safety certifications. While 26% of respondents took no steps to check product safety when purchasing, one-third assumed products would be safe without verification. The research identified that Temu, Wish and TikTok Shop received the highest negative impressions among users, with 42%, 28% and 31% respectively stating they would avoid purchasing from these platforms. OPSS recommends clearer messaging about what constitutes online marketplaces and increased consumer awareness of product safety measures to help consumers make informed purchasing decisions.