Published: 21 May 2024
Lack of reliable consumer insights can lead to digital commerce leaders making uninformed site optimization decisions about channels, content and pricing. This research provides customer insight to inform roadmap decisions, drive customer acquisition and retention, reduce costs and boost revenue.
Different generations draw inspiration from different channels, such as marketplaces, brand direct-to-consumer (D2C) sites and social media feeds.
Amazon has grown as a source of inspiration and research for consumers, not just as a purchasing channel.
More U.S. consumers said they purchased from brand D2C sites in 2023 compared to 2021, but fewer used the sites for inspiration or research.
Consumer interest in using social media channels for shopping declined even as social media platforms pilot new commerce features.
Consumer concerns about the cost of living threaten brand loyalty when prices go up and discounts and promotions are eliminated.
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Analysts:
Jason Daigler, Kassi Socha, Anna Maria Virzi, Ant Duffin
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