According to Feed Marketing Report 2022, in online shops, 16 percent of products are out-of-stock. The United Kingdom and the Netherlands have the best product availability. 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 percent), Sporting goods (40 percent) and Cameras (22 percent). When looking at marketing, the average online shop advertises on 3.2 channels. Bigger shops (less than 10.000 products) employ 4 platforms, while smaller shops (less than 500 products) use 2 channels, such as Google or Facebook. 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.

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