Essential Statistics

• Forty-eight percent of consumers made their last purchase on a brand website.
• Twenty-six percent purchased through Amazon, the largest third-party source.
• Instagram and TikTok generated a combined eight percent of last-click purchases.
• Eighteen percent used alternative platforms outside major channels.
• Social commerce remains a minority conversion channel despite broad usage.

Key Takeaways

• Brand websites still dominate purchase intent because of trust and familiarity.
• Amazon captures over a quarter of last-click conversions due to reliability.
• Social channels excel at discovery but underperform as final purchase routes.
• Brands relying only on direct traffic miss incremental conversions on third‑party platforms.
• Frictionless checkout heavily influences which platform users finalize purchases on.
• Omnichannel product availability increases total market capture.

Actionable Insights

Expand Product Distribution Across Channels

Insert your product wherever consumers buy, not just your site.

Reduce Checkout Friction

Streamline checkout elements to increase direct-to-brand conversions.

Use Social for Discovery, Not Checkout

Prioritize retargeting and nurture flows for Instagram and TikTok visitors.

Implement Native Shop Integrations

Shorten the purchase path by embedding catalog listings directly on social apps.

Measure Lift by Platform

Use attribution modeling to validate incremental revenue from each channel.