The findings came as a result of a study by Nielsen for the January-March quarter, which surveyed 1,184 online sellers. As per the study, intent to sell on the e-commerce website, which was also a key parameter, saw Flipkart (58 per cent), and Amazon (55 per cent) as the leading brands. Sellers are also increasingly discerning when it comes to reaching their customer and meeting business needs," Jha added. "Considering the juncture at which the category is, it is now very critical for e-tailers to understand push and pull factors that make sellers pick one website over the other," Jha said. It revealed that 39 per cent of online sellers explore two or more e-commerce websites as an option to sell products on and grow their business.

While Amazon had the highest top of the mind recall (25 per cent), Flipkart stood second (21 per cent) and Snapdeal (20 per cent), it added. Mumbai: Amazon followed by Filpkart and Snapdeal were the most preferred e-commerce websites among sellers, with highest top of the mind recall, a recent study has revealed. In terms of overall awareness, 86 per cent respondents in the study voted Amazon, 82 per cent voted Flipkart and 75 per cent respondents voted Snapdeal, followed by others. It aims to understand the inclination and experience of selling products on e-retailing platforms.

"With the e-commerce industry growing in double digits, there is surge in demand by customers, and an evolving online seller category that is fuelling supply on portals," said Dolly Jha, executive director of Nielsen India. Other key factors that impact brand equity are certain perception of the e-retailers like they help the sellers stay relevant and ahead of competition, provide new market opportunity, and help minimise costs to reach out to more customers, it said."

A high level of familiarity along with in-depth knowledge of an e-commerce website is the most important factor that drives brand equity, the report said. It revealed that 39 per cent of online sellers "explore two or China silicone rubber Manufacturers more e-commerce websites as an option to sell products on and grow their business. The study also gauges the brand equity of e-commerce websites amongst connected online sellers, and of those who intend to sell their products online in the next few months. The first wave of the newly launched study was conducted in 16 markets with a population of over 10 lakh, and a sample size of 1,184 respondents

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