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NA Consumer Behavior Report 2023

The document is a report on global e-commerce consumer behavior trends in 2023. It summarizes the results of a survey of over 6,000 online shoppers across several countries. Some key findings include: 1) Consumers are taking a multichannel approach, visiting multiple websites before making a purchase. 2) Marketplaces are dominating online shopping, with over 70% of consumers regularly using multiple marketplaces. 3) Retail media advertising has become an integral part of the consumer purchase journey, with over 45% of global consumers clicking on sponsored ads.

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0% found this document useful (0 votes)
47 views27 pages

NA Consumer Behavior Report 2023

The document is a report on global e-commerce consumer behavior trends in 2023. It summarizes the results of a survey of over 6,000 online shoppers across several countries. Some key findings include: 1) Consumers are taking a multichannel approach, visiting multiple websites before making a purchase. 2) Marketplaces are dominating online shopping, with over 70% of consumers regularly using multiple marketplaces. 3) Retail media advertising has become an integral part of the consumer purchase journey, with over 45% of global consumers clicking on sponsored ads.

Uploaded by

qizhen.zhu1998
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 27

2023

ONLINE CONSUMER
BEHAVIOR
GLOBAL REPORT
Key e-commerce shopping trends for brands and retailers
looking to connect with more consumers

2023 Consumer Behavior Report 1


INTRODUCTION
We’ve all seen them: headlines and news stories about inflation, supply chain issues, requirements for workers
to return to the office, the resurgence of brick-and-mortar stores. Yet, despite the wild ride, with its many ups
and downs in recent years, e-commerce is still growing, still changing.

With our 2023 survey, we examine how, where, when and why consumers are shopping online right now —
and what it all means for brands and retailers preparing for the next stage in the industry’s development.

ABOUT THIS REPORT


Consumer behavior is a key driver in the evolution of our industry. And changes in where and how consumers
shop can be leading indicators of transformation to come. As a leader in e-commerce technology since
2001, ChannelAdvisor understands the importance of understanding and analyzing shifts in consumer habits,
preferences and expectations to address coming trends and the needs of the future.

That’s why we partner with leading global research firm Dynata to conduct periodic surveys of online
consumers across the globe.

In August 2023, we polled more than 6,000 active online shoppers across the US, UK, Australia, France,
Germany, Sweden and Denmark. Our survey involved:

• 6,048 respondents split across Australia (1,008), France (1,006), Germany (1,008), UK (1,015), the US
(1,004), Sweden (504) and Denmark (503)

• 30 questions answered through a self-administered questionnaire

• Active online shoppers who had purchased at least one item online in the last 12 months

• Participants consisting of 3100 females (51%), 2929 male respondents (48%), and 15 who preferred
not to say (1%)

• Respondents ranging in age from 18 to 65+

1200

1000

800

600

400

200

0
18-25 26-35 36-45 46-55 56-65 66+

2023 Consumer Behavior Report 2


Table Of Contents

2 INTRODUCTION

2 ABOUT THIS REPORT

4 GLOBAL TRENDS

4 Trend 1: Consumers Take a Multichannel Approach

5 Trend 2: Marketplaces Dominate Online Shopping

8 Trend 3: Retail Media Is an Integral Part of the Buying Cycle

10 Trend 4: Easy and Free Returns Are a Priority for Consumers

11 Key Trend Takeaways

12 THE CONSUMER JOURNEY

12 The Journey Begins

15 Product Awareness

18 Product Consideration

21 Conversion

25 HOLIDAY 2023

27 ABOUT CHANNELADVISOR

2023 Consumer Behavior Report 3


GLOBAL TRENDS
Consumer expectations and behaviors are always changing. This year, we noticed some behaviors
establishing deeper, more consistent roots — with some variations — and some new trends altogether.

Trend 1: Consumers Take a Multichannel Approach

We first noticed this trend in last year’s survey: The path to purchase is becoming increasingly fragmented
as consumers visit multiple sites before completing a transaction. If anything, this behavior is becoming even
more entrenched into the consumer mindset.

• Across all age groups, 83% of global shoppers visit two or more sites before making a purchase

» The vast majority of those (72%) visit two to four sites

• For those under age 36, 87% of consumers visit multiple sites

• For those between ages 36 and 55, it’s 85%

Q: On average, how many total websites (e.g., search engines, marketplaces,


brand websites, etc.) do you visit on your buying journey before actually
purchasing a product?

1 Website 17% 70% 2-4 Total Websites

5-7 Total Websites


11% 11% 8+ Total Websites

2023 Consumer Behavior Report 4


This behavior seems to spike in certain categories as well. For example, our survey found that 91% of
consumer electronics shoppers visit two or more sites before purchase.

The trend is expanding to product browsing — without intention to purchase — as well. Eighty-nine percent
of global consumers are browsing online marketplaces and retail sites simply to discover products.

Q: Do you ever browse items on online marketplaces or retail sites without


the direct intention to purchase something?

66+
No
11% 56-65

46-55

Yes 36-45
89%
26-35

18-25

0% 20% 40% 60% 80% 100%

Trend 2: Marketplaces Dominate Online Shopping

As marketplaces continue to operate as online destinations consumers enjoy experiencing, they are replacing
the much-loved brick-and-mortar department store. Consumers look to marketplaces for:

• Wide selection and product variety

• Safe, secure transactions

• Familiar, comfortable experience

• Fast, reliable shipping

Marketplaces have set a standard that many major retailers are now looking to replicate. And, as an
e-commerce seller, your strategy must approach finding the best environments for selling products across
multiple marketplaces.

2023 Consumer Behavior Report 5


Q: How many online marketplaces (e.g., Amazon, eBay, Walmart,
Newegg, etc.) do you tend to use for browsing, shopping or buying on a
regular basis?

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
18-25 26-35 36-45 46-55 56-65 66+

person person person person


Three out of four shoppers
worldwide regularly use In Germany, 83% of 30% of Swedish
multiple marketplaces for consumers visit multiple consumers use four or
browsing, shopping and buying marketplaces regularly more marketplaces

Once again, drilling down into product categories is revealing.

• 84% of consumers regularly browse, shop or buy on multiple marketplaces if they’re looking for consumer
electronics, home furniture, sporting goods, automotive goods or jewelry and watches

» In these categories, 22% will regularly use four or more marketplaces

Marketplaces also offer the ideal opportunity to purchase items from a different country than the shopper’s
residence. We’ve watched consumer ease with cross-border shopping grow in recent years, and
marketplaces tend to be a trusted location to make those transactions.

2023 Consumer Behavior Report 6


Q: In the past 12 months, have you purchased an item from a retail site or
online marketplace in a different country from which you reside?

60%

50%

40%

30%

20%

10%

0%
Total UK US Australia France Germany Sweden Denmark

70%

60%

50%

40%

30%

20%

10%

0%
18-25 26-35 36-45 46-55 56-65 66+

• 44% of global shoppers purchased from a foreign site in the last year

• Nordic and Australian shoppers (58% and 52%, respectively) were most likely to shop on foreign sites

2023 Consumer Behavior Report 7


Trend 3: Retail Media Is an Integral Part of the Buying Cycle

Retail media advertising has exploded over the last few years, leading to more ad types and retail media
networks for sellers to choose from as well as increased exposure for consumers. This modern, digital form of
point-of-purchase advertising has become a major center of discovery for ready-to-buy consumers.

Q: In the past 12 months, have you clicked on a Sponsored or Promoted


Product ad that you saw on a marketplace or retail site?

60%

50%

40%

30%

20%

10%

0%
UK US Australia France Germany Sweden Denmark

• 45% of global consumers have clicked on a sponsored or promoted ad they saw on a marketplace or retail
site in the last year

• 56% of Swedes and 54% of Danes indicated they’d clicked on a retail media ad

2023 Consumer Behavior Report 8


80%

70%

60%

50%

40%

30%

20%

10%

0%
18-25 26-35 36-45 46-55 56-65 66+

Younger consumers also appear most likely to use retail media as a regular part of their purchasing journey.

• 62% of 18- to 25-year-olds clicked on a promoted or sponsored ad in the last year

• 58% of 26- to 35-year-olds clicked on a promoted or sponsored ad in the last year

In the US, and much of the world, Amazon dominates the retail media market, as the marketplace that leads
the way in retail media innovation and implementation.

60%

50%

40%

30%

20%

10%

0%
UK US Australia France Germany Sweden Denmark

• Over half of US shoppers have purchased an item on Amazon after seeing an ad for the product on Amazon

• For younger shoppers, that figure is even higher — 62% of 18- to 25-year-olds and a whopping 70% of 26-
to 35-year-olds

2023 Consumer Behavior Report 9


Trend 4: Easy and Free Returns Are a Priority for Consumers

As e-commerce has seeped further and further into the mainstream of consumers’ purchasing activities over
the years, returns have also begun to factor more prominently into their decisions. A significant majority (71%)
of global consumers indicate they only buy from sites that offer free returns.

This behavior poses a deeper concern for brand and retailer profitability. While consumer expectations might
demand free returns, that can come at a high cost, depending on a variety of factors.

Q: Do you agree with the following statement: I will only buy items from sites
that offer free returns

Total Male Female

I will only buy items from sites that offer free returns 71% 68% 74%

When asked if they “sometimes don’t return items because it’s too complicated”, approximately half of
consumers across most countries agreed. Notably, 65% of Australians indicated this statement was true.
And while that might indicate short-term savings for a seller, it has an undeniable long-term impact on brand
perception and loyalty.

Nordics

Germany

France

Australia

US

UK

Global

0% 10% 20% 30% 40% 50% 60% 70% 80%

2023 Consumer Behavior Report 10


Key Trend Takeaways

What truths do these data points reveal? It’s clear that consumers expect more than ever from their
e-commerce experience and they’ll find the sellers willing to provide it.

In summary:

• Consumers are more agile, less loyal and incredibly demanding

• Brands and retailers need a multichannel approach

• Centralized operations and internal teams are essential

• Robust retail media campaigns (across multiple channels) are more important than ever

• Consumer expectations for free returns will continue impacting retail profitability

2023 Consumer Behavior Report 11


THE CONSUMER JOURNEY
Because purchasing involves so many touchpoints for consumers today, predicting the consumer journey is
more difficult than ever for brands and retailers.

Intentional engagement with the consumer requires an in-depth understanding of their choices and clearly
presenting the value within a product.

The Journey Begins

As e-commerce grows and further fragments in myriad digital touchpoints, understanding where consumers tend
to begin their purchasing journeys becomes essential.

First, we find it important to determine the reason behind why the consumer is launching a buying journey: Is it to
purchase a product or to research a product? We’ve asked this question in every global consumer survey we’ve
conducted — and the results have been pretty consistent. Understanding the intent can help identify the potential
next steps a consumer may take.

The majority of global consumers visit search engines first, whether it’s to buy products (42%) or to research
products (43%), though many also visit brand websites (12% visit to buy and 14% visit to research) or Amazon
(33% to buy and 31% to research).

Q: When you go online to buy products, where do you begin your


product search?

Global US, UK, France, Germany

42% 12% 33% 36% 9% 46%

Search engine Brand website Amazon Search engine Brand website Amazon

1% 11% 1% 8%

Social media Other marketplaces or Social media Other marketplaces or


sites retailer sites sites retailer sites

2023 Consumer Behavior Report 12


Amazon continues to have a commanding presence — but not in every region

Drilling down into specific geographic locations divulges important truths.

• Amazon dominates in France (47%), Germany (45%), and the US (51%) for the location where consumers
visit to buy products

• Just 6% of Nordic consumers start on Amazon and 13% of Australians visit Amazon first

Australian consumers provide a peek into a unique online selling environment

• 53% of Australian consumers visit search engines to research products

• 18% of Australians visit other marketplaces or retail sites

• 17% of Australians visit brand websites for research

There’s even a difference between men and women in Australia in particular.

• 55% of women began research on a search engine, compared to 40% of men

• Men indicated a preference for marketplaces and retail sites (42%) compared to women (23%)

Brand loyalty and trust is revealed in specific categories

A small but discernible percentage of consumers not only conduct most of their research on brand websites,
but also head to brand websites first when intending to buy a product in these categories:

• Jewelry/Watches (13%)

• Clothing/Shoes/Accessories (13% of consumers visit for research and 12% visit first for purchase)

• Home Furniture (13% for research, 12% for purchase)

• Beauty/Health/Personal Care (13% for research, 12% for purchase)

• Grocery/Gourmet Food (13% for research, 12% for purchase)

• Toys/Games/Hobbies/Crafts (11% for research, 10% for purchase)

2023 Consumer Behavior Report 13


Q: When you go online to research products, where do you begin your
product search?

Australia

53% 17% 10% 2% 18%

Search engine Brand website Amazon Social Other marketplaces or


media sites retailer sites

US, UK, France, Germany

37% 11% 43% 1% 8%

Search engine Brand website Amazon Social Other marketplaces or


media sites retailer sites

Product research behaviors can differ by product category

Automotive/Motors/Marine

• When researching, 13% of global shoppers turned to brand websites, marketplaces outside Amazon or
retailer sites

• In the research phase, search engines (44%) significantly outperformed Amazon (28%)

» But 32% of consumers began searching for products to buy in this category from Amazon in the previous year

Consumer Electronics/Camera

• When researching products, 47% of global consumers start on search engines

• When intending to buy, 36% start on Amazon

• Brand websites play a stronger role in research (12% of consumers in this category use brand websites for
research) than a starting place for purchase (9%)

2023 Consumer Behavior Report 14


Appliance/Kitchen

• Amazon

» 34% of consumers researching products in this category primarily turned to Amazon

» 36% visited Amazon first when intending to buy

• Brand websites

» 13% of consumers research on brand websites

» 10% start on brand websites when intending to purchase

• Other marketplaces and retailer sites

» 9% of consumers conduct their research primarily on marketplaces outside Amazon or on retailers sites

» 10% start their product search on other marketplaces and retailer sites when ready to buy

Product Awareness

Consumers have more places and methods to discover products than ever. Identifying the strongest
influences — and factors in the interplay between multiple sources — remains a challenging task for
marketers.

Browsing marketplaces, brand and retailer websites remains the top activity that leads to product discovery,
though product presence in many sectors — online and off — contributes to awareness.

Q: In the past 12 months, how have you discovered the products you’ve
purchased online?

Other
Ads on radio
Ads in magazines/newspapers
Ads on marketplaces
Ads on TV or streaming
Ads and influencers on social
Ads on Google search
Amazon recommended products
Social media feeds
Word of mouth
Browsing brand or retailer websites
Browsing marketplaces

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

2023 Consumer Behavior Report 15


Social Media

• 23% of global consumers indicated they found the products they’ve purchased online from their social
media feed — the exact same figure given for Amazon recommended products and ads on Google search

• 31% indicated they’ve discovered products they’ve purchased via “word of mouth (recommendations from
family/friends)”

Age factors into the influence of social media

Q: In the past 12 months, have you been influenced to make a purchase


after seeing a product promoted by a brand on social media?

70%

60%

50%

40%

30%

20%

10%

0%
18-25 26-35 36-45 46-55 56-65 66+

For younger consumers, social media is becoming a key channel for product discovery.

• Globally, 63% of 18- to 25-year-olds said they’d been influenced to make a purchase after seeing a product
promoted by a brand on social media

• 53% of 26- to 35-year-olds and even 40% of 36- to 45-year-olds said the same.

Beyond age 45, that percentage drops off significantly — but as consumers age and habits deepen, brand
presence on social media will make a difference across demographics.

But product category certainly plays a large role when it comes to social. Consumers purchasing jewelry or
watches or sports and outdoor equipment, for example, display higher levels of influence by social media in
the last year (52% and 49%, respectively).

2023 Consumer Behavior Report 16


AUSTRALIA DISPLAYS DISTINCT
CONSUMER CHARACTERISTICS
Without the dominating, long-term influence of Amazon, online shoppers
in Australia have developed and continue slightly different habits in their
product discovery.

• 52% have discovered products they purchased online by


browsing brand or retailer websites

• 46% discovered products on marketplaces

• 11% discovered products through ads on marketplaces

» 13% found products through Amazon recommended products

• 28% discovered products on their social media feeds

» 15% found products through ads on social media or


social media influencers

• 25% discovered products through ads on a Google search

Digital Marketing

As digital marketing options have grown with the overall online shopping experience, it’s become essential for
product awareness and discovery for a growing number of consumers.

• Globally, 42% of consumers indicated they’d clicked on an online advertisement with intention to buy the
product in the last year

» This represents a rise from 2022 (40% overall) — notably, the behavior increased across all age
demographics compared to last year as well

• Sweden and Denmark (not surveyed in 2022) had the highest number of respondents indicate they clicked
on an ad with intent to purchase (57% and 54%, respectively)

2023 Consumer Behavior Report 17


Q: In the past 12 months, have you clicked on an online advertisement with
the intent to buy a product?

70%

60%

50%

40%

30%

20%

10%

0%
18-25 26-35 36-45 46-55 56-65 66+

Product Consideration

When consumers begin seriously considering a product for purchase, their trust in the brand or retailer
comes into sharp focus. During this phase, the consumer begins to take notice of details, such as specific
product features or options for shipping and returns, that might factor into the decision to buy. Further product
research at this point must boost confidence in the seller, the product and the transaction itself.

Trusted Sites

In most parts of the world, Amazon continues to dominate as a trusted source of product information. In the
Nordics and Australia, where Amazon has lesser reach and influence, brand websites and other marketplaces
are the top places consumers turn for product information.

2023 Consumer Behavior Report 18


Q: When shopping online, which destination do you trust the most for
accurate product information?

Once again, Australians tend to lean on sources outside Amazon when considering products prior to purchase.

• 47% of Australians turn to brand websites for accurate product information

• 30% trust other marketplaces or retailer sites

• 21% trust Amazon

• 2% trust social media

When viewed through the lens of product category, however, some of the areas Australian consumers say
they trust the most reveal even more about their perceptions and decisions in their buying journeys.

• 52% of Australians trust brand websites most when shopping for beauty/health/personal care products

» 23% of shoppers in this category indicated they trust other marketplaces or retailer sites most

• 36% trust other marketplaces or retailer sites most when shopping for tools/hardware/DIY/lawn & garden

» 39% of shoppers in this category indicated they trust brand websites most

• 32% trust Amazon most when shopping for consumer electronics/cameras, marking the category with the
greatest trust in Amazon information

» 41% of shoppers in this category trust brand websites most for product information

2023 Consumer Behavior Report 19


Price Consciousness

Unsurprisingly, price comparison remains a strong decision driver.

• 86% of global consumers compare prices before making their final purchase

• 97% of global consumers indicated price was a “very important” or “somewhat important” factor for them
when choosing products to buy

• 49% of global consumers said they’d abandoned a purchase because they suspected the price could be
better elsewhere or would become lower in the future

Q: Do you usually compare prices before making a purchase online?

Denmark

Sweden

Yes, I usually compare prices


Germany on a few sites before making
a purchase

Yes, I usually use Google


Shopping to find the best price
France

Yes, I usually use a price


comparison service
Australia

No, I don't usually compare


prices between sites

US

UK

0% 20% 40% 60% 80% 100%

2023 Consumer Behavior Report 20


Conversion

In this critical moment on the consumer journey, consumers make those final clicks to complete the
transaction. The consumer has decided the selected product beats the competition, trusts the platform on
which they’re making the purchase and accepts the time frame for shipping or delivery.

What causes the buyer to pause? A number of factors. Out-of-stock product, pricing concerns, poor reviews
and limited or unclear product information cause the most abandoned carts globally, though some regional
differences are apparent.

Q: Which of the following has ever caused you to abandon a purchase?

Notably, an abandoned purchase does not signal the end of the purchasing journey. In particular, when a
product is out of stock, consumers often simply turn elsewhere — to a different platform, a different brand or a
different product. Some, especially younger shoppers, simply give up on the purchase altogether.

Q: When the product you want to buy is unavailable for purchase,


what are you likely to do?

Likely to give up on the purchase altogether, by age

2023 Consumer Behavior Report 21


Curbside pickup, also known as click and collect, remains a popular option for online shoppers across the globe.

Q: In the past 12 months, have you used ‘buy online, pick-up in-store’ (or
click and collect) options when shopping online?

50% 48% 46%

However, it’s still important to understand your target consumer demographics. Curbside pickup options
remain most popular globally for those under the age of 46 and within specific geographic locations.

• 47% of 18- to 25-year-old consumers have used curbside pickup in the past year

• 51% of 25- to 35-year-olds use curbside pickup

• 45% of 36- to 45-year-olds use curbside pickup

• 50% of UK consumers and 48% of US consumers have used curbside pickup in the last year

• 17% of German consumers and 36% of French consumers have used curbside pickup in the last year

Category breakdowns reveal consumer patterns and preferences.

Home, outdoor, automotive and related categories were among those used most frequently for curbside
pickup in the past 12 months.

• 64% of US consumers chose curbside pickup when buying sports/outdoor equipment

• 65% of Danish consumers used curbside pickup for automotive/motor/marine parts

• 60% of Australian consumers used curbside pickup for home furniture purchases

Clothing, shoes, beauty, personal care and related purchases were generally not used for curbside pickup.

• 59% of French consumers and 51% of US consumers did not choose curbside pickup when buying beauty/
health/personal care products

• 78% of German consumers did not choose curbside pickup when buying clothes/shoes/accessories

2023 Consumer Behavior Report 22


Q: When shopping on Amazon Q: In the past 12 months, have
or another marketplace, how you abandoned a marketplace
important is buying the product purchase from a reseller to buy
from the branded manufacturer the product directly from the
instead of a reseller? brand’s website?

50%
45%
40%
35%

76% 30%
25%
20%
15%
10%
5%
of global consumers
0%
consider it important 18-25 26-35 36-45 46-55 56-65 66+

As marketing strategies continue to shift away from cookies, gathering data directly from loyal consumers
has become more valuable. Although approximately half or more of consumers in most countries do not yet
regularly use a loyalty program for online shipping, a core subset of consumers do engage in this activity.

Q: Have you signed up for and regularly use any retailer’s loyalty program
for online shopping?

Denmark

Sweden

Germany
Yes

France
No
Australia
Don't know
US

UK

0% 20% 40% 60% 80% 100%

2023 Consumer Behavior Report 23


In the US, which had the highest rate of loyalty program subscriptions, females were more likely than
males to use them (49% to 46%), and more than half of online shoppers between the ages of 26 and 55
indicated they used loyalty programs.

The product categories with the highest reported rate of loyalty program subscriptions in the US included:

• Jewelry/Watches (62%)

• Sports/Outdoor Equipment (61%)

• Automotive/Motors/Marine (59%)

• Consumer Electronics/Camera (57%)

• Home Furniture (57%)

• Toys/Games/Hobbies/Crafts (57%)

2023 Consumer Behavior Report 24


HOLIDAY 2023
With pricing a major factor in the conversion stage of the purchasing journey, the effect of promotional events
on consumer shopping plans is clear. A significant majority of shoppers across the world are waiting for well-
known promotional events before fully committing to an expected purchase.

Q: Do you tend to wait for annual promotional shopping events (e.g.,


Amazon’s Prime Day, Black Friday, Annual Sales) before making
expected purchases?

Total person person person person person person person person person person 68% France person person person person person person person person person person 77%

UK person person person person person person person person person person 70% Germany person person person person person person person person person person 58%

US person person person person person person person person person person 75% Sweden person person person person person person person person person person 61%

Australia person person person person person person person person person person 71% Denmark person person person person person person person person person person 62%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
18-25 26-35 36-45 46-55 56-65 66+

2023 Consumer Behavior Report 25


While questioning consumers about their general approach when discovering, researching and buying
products reveals insights into day-to-day behaviors, asking about the holidays — a more defined shopping
activity that shoppers are planning for now — brings several details into focus.

Additionally, this year, for the first time, we included physical stores as an optional answer when asking where
consumers plan to conduct most of their holiday shopping. The response cannot be ignored and emphasizes
the need for omnichannel strategies. Globally, the likelihood consumers would conduct most of their
holiday purchasing in a physical store increased with age (16% for shoppers aged 18-35 compared to
48% for shoppers aged 66+).

Q: Where do you plan to do the majority of your holiday/festive season


(October-January) purchasing?

UK US Australia France Germany Sweden Denmark

42% 49% 14% 44% 56% 9% 6%

7% 6% 12% 7% 6% 13% 15%

Brand websites 12% 8% 16% 10% 4% 15% 14%

Social
media sites 1% 2% 2% 2% 1% 3% 2%

Other online
marketplaces or 15% 13% 17% 12% 11% 31% 19%
retail sites

In a physical store 23% 23% 39% 26% 22% 29% 44%

German online shoppers gave the greatest indication they plan to buy most of their festive season purchases
on Amazon (56% of consumers). Among the responses from German shoppers, plans to buy on Amazon
dominated across all categories but several showed particular strength.

• 64% of consumers shopping for sports/outdoor equipment and toys/games/hobbies/crafts plan to make
most purchases on Amazon

• 63% of consumers shopping for consumer electronics/camera items, automotive/motors/marine parts and
products from general merchandise/mass merchants/department stores plan to buy on Amazon

• 61% of consumers shopping for grocery/gourmet foods plan to buy on Amazon

2023 Consumer Behavior Report 26


About ChannelAdvisor

With a centralized platform connected to the world’s leading end-to-end e-commerce network,
ChannelAdvisor, a CommerceHub company, offers a comprehensive, multichannel solution
through a single e-commerce partner. Our experienced team manages more than $500 million
in digital ad spend every year, executing strategic visions and empowering performance for tens
of thousands of brands and retailers. We can help you streamline your e-commerce operations,
scale your business and optimize your strategies during any phase of your multichannel journey.

Ready to accelerate your e-commerce growth?


Contact us to learn more or schedule your free demo today.

Copyright 2023 ChannelAdvisor Corporation. All rights reserved.

2023 Consumer Behavior Report 27

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