Essential Statistics

• Online marketplaces lead at 24% preference.
• Big box retail follows at 21%.
• Brand websites represent 18% of consumer preference.
• Social shopping accounts for 11%.
• Local boutiques represent 10%.
• Specialty stores earn 6%.
• Secondhand platforms and subscription boxes each hold 3%.
• Another 3% report no preference.

Key Takeaways

• Online marketplaces dominate due to convenience and trust.
• Retail preferences remain diverse, consumers don’t shop in one place.
• Social shopping is rising, but still secondary to traditional ecommerce.
• Local and boutique stores remain relevant through experience and uniqueness.
• Brands should adapt to consumer habits instead of trying to redirect them.

Actionable Insights

Sell Where Demand Already Exists

Expand listings into marketplaces to capture ready-to-buy traffic.

Strengthen Brand Website Experience

Improve UX and transparency to increase direct-site preference.

Leverage Social Commerce

Streamline checkout on platforms like TikTok Shops.

Support Offline Partners

Give boutiques and specialty stores unique SKUs or incentives.

Optimize for Omnichannel

Make sure shoppers can move seamlessly between online and offline touchpoints.