Scope

Understanding how shoppers discover products and brands is crucial in shaping marketing strategies. With numerous platforms competing for consumer attention, it’s important to know which ones matter most. This insight brief explores the different channels shoppers use to find products, backed by key data points. It will also provide actionable steps for e-commerce, retailers, and brands to improve their approach based on the findings.

Physical Retail Stores: Still Leading the Way

Physical retail stores remain the top channel for product discovery. More than half of shoppers (57%) find products this way. Even in the digital age, brick-and-mortar stores continue to attract consumers in large numbers. This shows the ongoing importance of having a strong presence in physical stores, especially for brands that focus on in-store experiences.

As we move into the digital space, other platforms are also crucial for product discovery.

Search Engines: A Powerful Digital Tool

Search engines, like Google, are the second most-used channel, with 49% of shoppers relying on them. Consumers actively search for products, which means having a solid SEO strategy is key. Brands need to rank high in search results to tap into this audience.

Beyond search engines, online marketplaces also play a large role in how shoppers find products.

Online Marketplaces: A Competitive Space

Online marketplaces like Amazon and eBay account for 47% of product discovery. These platforms are highly competitive, so it’s essential for brands to optimize product listings and use paid ads to stand out. Marketplaces offer a direct route to consumers, but competition is stiff.

Social media, which also plays a significant role in product discovery, brings us to the next section.

Social Media: The Rising Star

Social media platforms, such as Instagram and TikTok, help 43% of shoppers discover new products. This emphasizes the need for visually appealing content and strong influencer partnerships. Brands can use social media to showcase products in creative ways, driving engagement and interest.

Moving away from digital platforms, personal recommendations remain a strong influencer in product discovery.

Word-of-Mouth: Trusted and Timeless

Recommendations from friends or family influence 42% of shoppers. This proves that word-of-mouth marketing still holds value in today's market. Brands should encourage satisfied customers to share their experiences, whether through reviews, testimonials, or referral programs.

While social media and personal connections are strong, we cannot overlook the role of retail websites.

Retail Websites: Underutilized Potential

Retail websites, like those of Macy's or Target, are used by 21% of shoppers to find products. Though lower in comparison to other channels, these sites offer a direct and controlled space for brands to present their products. Improving user experience and personalization on retail websites can help boost discovery rates.

Next, we move to brand websites, which follow a similar pattern but at a smaller scale.

Brand Websites: Niche but Effective

Brand websites are used by 19% of shoppers to discover products. These sites offer brands full control over how they present their products. While the percentage is lower, brands should focus on making their websites easy to navigate, with clear product information and effective calls-to-action.

Let’s look at some of the smaller but still relevant discovery channels, starting with video ads.

Video Ads and Print Ads: Less Impact, Still Valuable

Video ads influence 13% of shoppers, while print ads capture 11%. Though these percentages are lower, they still play a role in reaching certain audiences. TV ads, for instance, can be effective for mass-market brands. Meanwhile, print ads work well for specific, targeted demographics.

After video and print, product review websites provide another avenue of discovery.

Product Review Websites: The Trusted Advisors

Product review websites like Wirecutter and CNET help 11% of shoppers make decisions. These sites offer in-depth reviews that shoppers trust. Brands should aim to get their products reviewed on these sites, as it boosts credibility and helps with discovery.

Lastly, we cover some of the smaller channels like online forums, podcasts, and blogs.

Smaller Channels: Forums, Podcasts, and Blogs

Online forums, such as Reddit, attract 10% of shoppers. Podcasts influence 6%, while blogs impact 3%. While these numbers are small, these channels offer a more intimate and trusted way to connect with niche audiences. Brands should consider these platforms as part of a broader discovery strategy.

Insights and Opportunities

The data shows that a mix of traditional and digital channels drives product discovery. Physical retail stores still play a major role, but digital platforms like search engines, online marketplaces, and social media are close behind. Brands and retailers need to ensure their presence across these platforms is optimized for visibility.

Reaching Your Audience

• Retailers and e-commerce brands should invest in both online and offline strategies.
• This means ensuring stores are stocked with engaging product displays and improving their SEO strategies for online searches.
• Social media is a key platform for engaging with consumers, so brands should focus on building visually strong and interactive content.

Creating Resonant Content and Ads

• Content creation should focus on where consumers spend their time.
• For example, using influencers on social media can boost brand visibility.
• Brands should also encourage customer reviews and leverage trusted review websites to build credibility.
• Video ads, while less impactful, can still resonate with a specific audience if the content is engaging.

Guiding Shoppers Toward Purchase

• Brands can guide shoppers toward purchases by ensuring product listings are optimized on marketplaces and retail websites.
• Clear calls-to-action, personalized recommendations, and seamless checkout experiences can make a significant difference.
• Encouraging customer reviews and word-of-mouth through referral programs can also help close the loop from discovery to purchase.

By optimizing presence across all key channels, brands can better reach and engage their target audiences.