Where Do Digital Buyers Start Their Online Shopping Journey? - eMarketer

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Where Do Digital Buyers Start Their Online Shopping Journey?

Marketplaces the most popular source when starting journey

August 18, 2015

Based on research from PYMNTS.com and Amazon Payments, most digital shoppers seem to know where they want to shop right from the beginning of their online shopping journey.

Sources Where US Digital Buyers Begin Their Online Shopping Journey, July 2015 (% of respondents)

Asked in July 2015 where they began their online shopping journey, nearly two-thirds of digital buyers in the US said they started with marketplaces like eBay, Amazon or Etsy, where they could search through a wide variety of goods from various sellers. Nearly half reported that they sometimes began their journey right at their favorite etailer’s site.

There’s still room for retailers to grab new customers via search, of course—two in five respondents started at least sometimes by searching for the product they knew they wanted to buy. Social was a less popular starting point among digital buyers.

Data from MarketLive shows search—specifically, organic search—is the largest single driver of traffic to US retail ecommerce sites. In Q2 2015, 40.0% of tablet traffic, 38.5% of desktop and laptop traffic, and 33.3% of smartphone traffic went to retail sites from organic search. Paid search accounted for another 12.6% of traffic overall.

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