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EMARKETER

Over 60% of US online shoppers start their product search on Amazon

Article by Sara Lebow  |  Aug 9, 2022
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Over 60% of US online shoppers start their product search on Amazon
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Topics
Retail Ecommerce Sales
Consumer Behavior
Social Commerce
United States

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

When it comes to online shopping, 61% of US consumers begin their product hunt on Amazon, close to half on a search engine like Google, and 32% on Walmart.com.

Where US Consumers Start Their Search When Shopping Online, May 2022 (% of respondents)
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Beyond the chart: It’s important to not discount the 11% of those who start their product search on TikTok, considering the platform is relatively new. That figure is likely higher among younger internet users, who are taking advantage of shopping-friendly features the ByteDance-owned app is rolling out. So while Amazon and search engines take the top spots, TikTok is the one to watch.

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