New survey research released by the Connected Commerce Council found that retail is competitive and full of choice and opportunity for small and medium-sized businesses (SMBs). The survey found the typical SMB seller uses five different methods of selling products to consumers. The breadth of options used by sellers demonstrates that ongoing innovation in retail benefits SMB sellers.

Other notable findings include:

— “[D]espite the rapid growth of e-commerce, traditional offline sales are still the most popular method for SMB sellers. ‘Brick and Mortar’ physical retail stores (79%) and wholesaling (78%) beat out third-party online marketplaces (68%) and sellers’ owned and operated web stores (68%).”

— “87% of SMB sellers on Amazon’s online marketplaces also sell on at least one other online marketplace, including 54% also selling on Walmart’s marketplace”

— “83% of SMB Sellers on Amazon Marketplace use at least five sales methods”

Data shows that SMBs have choices, explains Connected Commerce Council Executive Director Rob Retzlaff. “Facts matter, and these data points undermine the assertion that Amazon is a powerful monopolist and that SMB Sellers have no options.” 

— Retzlaff continues: “Congress has to take this all into account before upending America’s small business digital economy based on anecdotal evidence and misconceptions about choices and competition.”

View the full study here, conducted by Data Catalyst Institute.