ChannelEngine has unveiled its groundbreaking Marketplace Shopping Behavior Report 2025, offering a detailed look at how global shopping habits are evolving with the rise of online marketplaces.
A significant shift is underway in consumer preferences, with online marketplaces now surpassing brand websites as the go-to shopping destination. This report, developed with Sapio Research, is the first global study focused exclusively on marketplaces, providing valuable insights for brands and retailers adapting to this new reality.
“Marketplaces have become the primary platform for product discovery, overtaking traditional brand websites and search engines like Google,” says Jorrit Steinz, CEO of ChannelEngine. “Brands must adopt a multichannel strategy to remain competitive, as simply being on Amazon is no longer sufficient.” The report highlights that shoppers now browse an average of 2-3 different marketplaces before making a purchase, underscoring the need for a broader online presence.
Key Findings from the Marketplace Shopping Behavior Report 2025
1. Marketplaces Lead in Consumer Preference A notable 63% of consumers prefer buying from marketplaces rather than brand-owned websites. This preference is driven by the convenience, variety, and value marketplaces offer.
2. The New Role of Marketplaces in Product Discovery For 47% of shoppers, product discovery starts on marketplaces, compared to 24% who begin their search on engines like Google. This marks a pivotal change in shopping habits.
3. Multiple Marketplaces Before Purchase Shoppers rarely stick to just one marketplace. They typically visit 2-3 different platforms before deciding on a purchase, which varies by product category.
4. Frequent Marketplace Browsing One in five shoppers browse marketplaces weekly, with 59% of U.S. consumers doing so for entertainment, reflecting the growing role of online shopping in daily life.
5. Impulse Buying Trends Over half of consumers (56%) report making unplanned purchases on marketplaces occasionally, with 13% doing so often, highlighting the platforms’ ability to drive spontaneous buying decisions.
6. Emerging Platforms Gain Popularity New players like Shein and Temu, alongside social commerce channels, are rapidly reshaping shopper preferences, signaling that brands can no longer afford a wait-and-see approach with these disruptors.
Download the Full Report
The Marketplace Shopping Behavior Report 2025 is essential reading for brands and retailers aiming to navigate the shifting ecommerce landscape. It offers actionable strategies to optimize marketplace presence and stay ahead in a competitive market.