Wunderman Commerce Study Reveals Amazon’s Shopping Search Supremacy

Amazon.com’s influence on consumer shopping behaviors continues to accelerate. Data from a new Future Shopper study released by Wunderman Commerce shows Amazon leads as consumers’ preferred starting point for shopping (51 percent), and also dominates where consumers complete the majority of their online purchases (55 percent).

Over 3,500 consumers who shop online across the U.S. and U.K. were surveyed for this report.

This year’s research shows Amazon capturing a significant share of online spending — 35 percent in the U.K. and 52 percent in the U.S. While 72 percent of consumers are more likely to shop with retailers that are digitally innovative, up from 60 percent in 2017, many retailers are still failing to meet these expectations. Seventy-two percent of consumers state that retailers should be more innovative in their use of digital technology to improve their overall shopping experience. Additionally, consumers named price (64 percent) and free delivery (54 percent) as key criteria influencing purchasing decisions.

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