The importance of brand recognition is growing significantly on marketplaces, with a 27% increase in searches for branded items and a 27.5% rise in purchases over the past two years. A study by RWB Media highlights that well-known brands yield nearly 10 times more revenue than their lesser-known counterparts. Consumers are now prioritizing brand names before specific products when making purchasing decisions. Notable increases in searches for branded products were seen in categories like "Clothing" (+32%), "Beauty" (+30%), and the most substantial surge in "Smartphones and Gadgets" (+149%) from 2024 to 2026.

Victoria Kurchanova, the commercial director of the platform, emphasizes the crucial role of understanding consumer behavior in contemporary business practices. Monitoring brand searches is key to assessing brand health, and the quality of brand presence throughout the customer journey significantly impacts customer loyalty levels.