{"id":112902,"date":"2022-01-26T15:32:19","date_gmt":"2022-01-26T15:32:19","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/amazon-studies-and-statistics-for-sellers-all-relevant-developments-of-the-last-few-years\/"},"modified":"2025-09-25T14:10:28","modified_gmt":"2025-09-25T14:10:28","slug":"amazon-studies-and-statistics-for-sellers-all-relevant-developments-of-the-last-few-years","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/da\/blog\/amazon-studies-and-statistics-for-sellers-all-relevant-developments-of-the-last-few-years\/","title":{"rendered":"Amazon studier og statistikker for s\u00e6lgere \u2013 alle relevante udviklinger fra de sidste par \u00e5r"},"content":{"rendered":"

Online shopping er blevet en integreret del af mange menneskers dagligliv i l\u00f8bet af de sidste to \u00e5r. Dette bekr\u00e6ftes af Amazon studier og statistikker, der er lavet efter 2020, og afspejles naturligvis i succesen for virksomheder som Amazon, OTTO, eBay, Walmart osv. Dog skiller Amazon sig klart ud som vinderen i direkte sammenligning med andre e-handelsgiganter. I dette blogindl\u00e6g \u00f8nsker vi at se n\u00e6rmere p\u00e5 udviklingen af Amazon, selvf\u00f8lgelig ogs\u00e5 fra perspektivet af Amazon s\u00e6lgere. For en s\u00e5 hurtig v\u00e6kst \u2013 is\u00e6r p\u00e5 s\u00e5 kort tid \u2013 kan normalt ikke have kun positive aspekter.<\/p>

Kundeorientering vinder \u2013 Amazons opgang<\/h2>

Der er adskillige Amazon studier og artikler, der besk\u00e6ftiger sig med virksomhedens opgang fra en garageboghandel til det st\u00f8rste marked i verden, og alle studier kommer til den samme konklusion: Amazon vokser ubarmhjertigt.<\/p>

Den eksponentielle v\u00e6kst af onlinegiganten er s\u00e6rligt tydelig i v\u00e6kstkurven for de sidste 10 \u00e5r. I 2010 genererede postordres\u00e6lgeren en oms\u00e6tning p\u00e5 34,2 milliarder USD. Ti \u00e5r senere (2020) var det mere end ti gange det bel\u00f8b p\u00e5 386,1 milliarder USD.<\/p>

\"Alle<\/figure>

En af \u00e5rsagerne til dette er ledelsen, som fokuserer p\u00e5 kundeorientering og geninvesterer overskuddet tilbage i virksomheden for at fremme v\u00e6ksten.<\/p>

Blandt andet har disse to elementer betydeligt \u00f8get oms\u00e6tningen hos Amazon i l\u00f8bet af de sidste seks \u00e5r, som statistikkerne viser. Is\u00e6r \u00e5ret 2020 \u2013 drevet af den globale pandemirelaterede e-handelsboom \u2013 var meget lukrativt for Amazon. Oms\u00e6tningen steg med 33% sammenlignet med \u00e5ret f\u00f8r. Tyskland var et af de mest succesfulde markeder for Amazon, med 29,6 milliarder USD.<\/p>

I 2010 genererede Amazon en oms\u00e6tning p\u00e5 34,2 milliarder USD. Ti \u00e5r senere (2020) var det mere end ti gange det bel\u00f8b p\u00e5 386,1 milliarder USD.<\/p><\/blockquote>

S\u00e5dan en tendens kan selvf\u00f8lgelig ikke forts\u00e6tte uendeligt. If\u00f8lge Marketplace Pulse, et firma der specialiserer sig i at analysere data fra e-handelssektoren, har kurven (i det mindste p\u00e5 det amerikanske marked) stabiliseret sig, og nu kan der kun observeres regelm\u00e6ssig v\u00e6kst.<\/p>

\"Amazon<\/figure>

Flere kunder = mere konkurrence<\/h2>

Men hvad betyder denne v\u00e6kst for markedsplads s\u00e6lgere? Generelt er det et godt tegn, n\u00e5r platformen, hvorp\u00e5 du s\u00e6lger produkter, genererer mere oms\u00e6tning end nogensinde f\u00f8r. S\u00e6lgere drager direkte fordel af stigningen i kunder.<\/p>

Der er nu 1,9 millioner aktive Amazon s\u00e6lgere. 240.000 s\u00e6lger p\u00e5 Amazon.de.<\/p><\/blockquote>

Det betyder ogs\u00e5, at individuelle s\u00e6lgere skal konkurrere mod meget mere konkurrence. Verdensomsp\u00e6ndende er der nu omkring 9,7 millioner Amazon s\u00e6lgere, 1,9 millioner der aktivt s\u00e6lger p\u00e5 platformen, og 240.000 baseret i Tyskland. Og dette er kun den direkte konkurrence p\u00e5 Amazon. E-handelsboomet har naturligvis ogs\u00e5 udvidet sig til andre platforme. Selvom disse ikke er s\u00e5 succesfulde som markedslederen, tilbyder de kunderne andre fordele.<\/p>

For eksempel tiltr\u00e6kker platformen Etsy sine kunder med en specialisering i h\u00e5ndlavede, kreative produkter. En taktik, der har vist sig at v\u00e6re succesfuld og har gjort det muligt for virksomheden at \u00f8ge sin oms\u00e6tning fra 818 millioner dollars (2019) til 1,72 milliarder dollars (2020).<\/p>

\"Studier<\/figure>

Hvordan skiller du dig ud mod s\u00e5 stor konkurrence?<\/h3>

At s\u00e6lge p\u00e5 Amazon<\/a> har aldrig v\u00e6ret nemt og er faktisk blevet endnu sv\u00e6rere i de sidste to \u00e5r p\u00e5 grund af h\u00f8j konkurrence \u2013 if\u00f8lge Oberlo<\/a> tilsluttede 283.000 nye s\u00e6lgere sig i f\u00f8rste kvartal af 2021.<\/p>

\"Antallet<\/figure>

En m\u00e5de at skille sig ud i et s\u00e5 konkurrencepr\u00e6get marked er at bruge intelligent software, der muligg\u00f8r automatisering af kedelige (men n\u00f8dvendige) processer. Sjovt faktum: Amazon g\u00f8r det p\u00e5 samme m\u00e5de i sidste ende, som denne grafik viser os.<\/p>

\"Amazon<\/figure>

Priss\u00e6tningoptimering<\/h4>

Den endelige pris er den vigtigste m\u00e5ling for at vinde Buy Box og dermed opn\u00e5 meget h\u00f8j synlighed af ens produkter p\u00e5 produktsiden. Dog \u00e6ndrer den endelige pris p\u00e5 produkter p\u00e5 Amazon sig konstant, hvilket g\u00f8r manual justeringer n\u00e6sten umulige.<\/p>

Repricer af SELLERLOGIC sikrer ikke kun en h\u00f8j Buy Box andel, men ogs\u00e5 at du s\u00e6lger dine produkter til den h\u00f8jeste mulige pris. Mere information kan findes her<\/a>.<\/p>\n

\"SL<\/a><\/figure><\/div>\n

Refusionskrav fra FBA-fejl<\/h4>

Selvom Amazon nu ans\u00e6tter flere robotter end menneskelige medarbejdere, er mennesker stadig beslutningstagere i lagrene. Og mennesker laver fejl. Det er ikke et problem. Det er bare uacceptabelt, at du som s\u00e6lger skal betale for de fejl, der sker i lageret med dine produkter.<\/p>

Lost & Found softwaren fra SELLERLOGIC identificerer FBA-fejl op til 18 m\u00e5neder tilbage. Disse fejl behandles derefter af vores Customer Success Team, som vil kontakte Amazon sammen med dig for at h\u00e5ndh\u00e6ve dit refusionskrav. Mere information kan findes her<\/a>.<\/p>

Forstyrrede forsyningsk\u00e6der<\/h2>

Hvad der allerede havde v\u00e6ret m\u00e6rkbart i l\u00f8bet af \u00e5ret, blev s\u00e6rligt tydeligt ved julen 2021: De internationale forsyningsk\u00e6der kunne ikke modst\u00e5 den h\u00f8je eftersp\u00f8rgsel, hvilket resulterede i meget h\u00f8je priser og ekstremt langsom logistik. Ud over den n\u00e6vnte ubalance spillede andre faktorer som arbejdsstyrkemangel, ugunstige navigationsman\u00f8vrer i Suezkanalen, havnelukninger og tyfoner en betydelig rolle. Dette var is\u00e6r m\u00e6rkbart p\u00e5 ruterne fra Asien til Europa og\/eller Amerika, hvilket afspejlede sig i stigende priser og langsommere logistik.<\/p>

I de sidste 18 m\u00e5neder er priserne for s\u00f8fragt fra Asien til Europa steget med 700 procent. I USA steg de med 900 procent sidste \u00e5r.<\/p><\/blockquote>

For ruten fra Asien til Europa ligger priserne i \u00f8jeblikket p\u00e5 16.000 dollars per 40-fods container (pr. januar 2022). For atten m\u00e5neder siden kostede den samme container omkring 2.000 dollars. For logistikbranchen og rederierne er dette selvf\u00f8lgelig en dr\u00f8m, der g\u00e5r i opfyldelse \u2013 i det mindste \u00f8konomisk. Men som virksomhedsejer skal man f\u00f8rst kunne betale disse h\u00f8je priser.<\/p>

\"Studier<\/figure>

Den samme situation i USA; i 2021 steg priserne for s\u00f8fragt af varer fra Kina fem gange. Sammenlignet med priserne f\u00f8r pandemien er taksterne ti gange h\u00f8jere. Fragtpriserne for containere steg fra 1.500 dollars (starten af 2020) til over 20.000 dollars (september 2021). Ved udgangen af 2021 faldt priserne igen og ligger nu p\u00e5 15.000 dollars.<\/p>

\"Studier<\/figure>

Producere i Europa?<\/h3>

Sp\u00f8rgsm\u00e5let, som s\u00e6lgere har stillet sig selv i nogen tid nu, selv f\u00f8r Corona, bliver mere relevant end nogensinde p\u00e5 grund af disse forsyningsk\u00e6deproblemer: Er det v\u00e6rd at producere i Europa?<\/p>

Produktionsomkostningerne i Europa er meget h\u00f8jere end i Asien; dog er fragtomkostningerne betydeligt lavere, og kvaliteten er som regel h\u00f8jere. En anden fordel ved “lokal” produktion er, at en rejse til et andet europ\u00e6isk land (f.eks. for at inspicere varerne eller m\u00f8des med producenterne personligt) er billigere og mindre tidskr\u00e6vende end en rejse til Asien. Desuden er produktion i Europa ogs\u00e5 mere b\u00e6redygtig fra et \u00f8kologisk perspektiv p\u00e5 grund af den forkortede leveringsrute \u2013 en anden faktor, der kan omdannes til flere salg med den rette markedsf\u00f8ring.<\/p>

Og hvad g\u00f8r leverand\u00f8rerne?<\/h2>

Dette sp\u00f8rgsm\u00e5l besvares af en aktuel Amazon unders\u00f8gelse fra Pattern og Profitero, EMEA Amazon Vendor Survey<\/a>, hvor 56 m\u00e6rker bliver spurgt om udfordringerne og mulighederne i Europa og Mellem\u00f8sten.<\/p>

Det er bem\u00e6rkelsesv\u00e6rdigt, at mange m\u00e6rker s\u00e6lger gennem flere kanaler, f.eks. gennem andre e-handelsplatforme (48,2 procent). Af disse platforme er eBay den mest popul\u00e6re (39,3 procent), men Cdiscount klarer sig ogs\u00e5 godt (25,2 procent).<\/p>

\"Mange<\/figure>

Ogs\u00e5 interessant er tilfredsheden blandt leverand\u00f8rerne med onlinegiganten. Mindre end halvdelen (45 procent) af alle de adspurgte parter angav, at deres forhold til Amazon er “noget positivt.” 25 procent angav et neutralt forhold, og 25 procent beskrev deres forhold som “noget negativt.”<\/p>

\u00c5rsagerne til dette beskedne resultat er problemer med prisnedbrydning (59 procent), en alt for dyr og kompliceret logistik fra Amazons side (85,2 procent), utilstr\u00e6kkelig plads i lagrene (66,1 procent) og forstyrrelser i forsyningsk\u00e6den (50 procent).<\/p>

Formodentlig vil nogle leverand\u00f8rer overveje at vedtage en hybridstrategi i de kommende \u00e5r og s\u00e6lge b\u00e5de som s\u00e6lger og som leverand\u00f8r.<\/p>

Amazon studier og statistikker \u2013 Konklusion<\/h2>

Amazon, som en e-handelsgigant, har f\u00e5et mange kunder i de seneste \u00e5r. Du som s\u00e6lger drager direkte fordel af den stadigt voksende kundebase. Dog betyder den hurtige v\u00e6kst ogs\u00e5, at du skal konkurrere mod meget mere konkurrence. Mange Amazon s\u00e6lgere er i s\u00e5danne tilf\u00e6lde afh\u00e6ngige af software.<\/p>

Flaskehalsene i forsyningsk\u00e6derne (is\u00e6r fra Asien til Vesten) har ogs\u00e5 v\u00e6ret m\u00e6rkbare siden begyndelsen af pandemien, men n\u00e5ede sit h\u00f8jdepunkt ved udgangen af 2021, hvilket \u2013 i det mindste i Europa \u2013 endnu ikke er aftaget. Et b\u00e6redygtigt alternativ, der bliver stadig mere attraktivt for tyske e-handels s\u00e6lgere: at f\u00e5 produkter fremstillet lokalt.<\/p>

Amazon leverand\u00f8rer k\u00e6mper i \u00f8jeblikket ogs\u00e5 med lignende problemer, is\u00e6r den komplicerede og dyre logistik fra Amazon, mangel p\u00e5 lagerplads, flaskehalse i forsyningsk\u00e6den og prisnedbrydning.<\/p>

<\/meta>Billedkreditter i r\u00e6kkef\u00f8lge af billederne: Fig. 1, 2, 3 & 6 @ marketplacepulse.com \/ Fig. 4 @ cbinsights.com \/ Fig. 5 @ fbx.freightos.com \/ Fig. 7 @ pattern.com; profitero.com<\/p>","protected":false},"excerpt":{"rendered":"

Online shopping er blevet en integreret del af mange menneskers dagligliv i l\u00f8bet af de sidste to \u00e5r. Dette bekr\u00e6ftes af Amazon studier og statistikker, der er lavet efter 2020, og afspejles naturligvis i succesen for virksomheder som Amazon, OTTO, eBay, Walmart osv. Dog skiller Amazon sig klart ud som vinderen i direkte sammenligning med<\/p>\n","protected":false},"author":6,"featured_media":18632,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sidebar_recommended_resources":{"data":[]},"sidebar_header_settings":{"hide_buttons":{"register":false}},"_use_new_theme":false,"inline_featured_image":false,"footnotes":""},"categories":[651,663],"tags":[],"class_list":["post-112902","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-saelge-paa-amazon","category-vaerktoejer-til-amazon-saelgere"],"yoast_head":"\nAmazon: Statistik: Studier for s\u00e6lgere<\/title>\n<meta name=\"description\" content=\"Amazon statistik og studier: Disse tal og fakta hj\u00e6lper dig med at s\u00e6lge succesfuldt p\u00e5 Amazon\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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