Scope

Shoppers today have endless research options. With e-commerce trends rapidly shifting, brands must know exactly where shoppers research after product discovery. This brief clearly outlines key research channels influencing consumer purchase patterns. Readers will learn precisely where to target efforts, refining their shopper journey analysis and shopper marketing strategies.

Search Engines Dominate Shopper Research (66%)

Most shoppers (66%) turn immediately to search engines like Google. Retail analytics show search engines strongly shape the consumer decision-making process. Brands optimizing content for purchase intent keywords will appear higher in results. Appearing higher directly influences clicks, boosting conversion rates.

Yet, shoppers often combine online marketplaces with search engines.

Online Marketplaces Offer Crucial Validation (47%)

Nearly half (47%) use online marketplaces such as Amazon or eBay. Shoppers trust marketplaces for consumer behavior insights like ratings and product comparisons. Retailers should maintain optimized product listings here to boost credibility and visibility. Effective product details clearly guide shoppers toward purchase.

However, digital research does not replace physical interaction entirely.

Physical Stores Remain Influential in Shopper Decisions (47%)

Physical retail stores also attract nearly half (47%) of shoppers during research. In-store shopper behavior often confirms or shifts decisions made online. Brands offering seamless omnichannel shopping experiences help shoppers move quickly toward purchase. Linking online and offline clearly improves customer experience optimization.

Still, personal connections matter greatly to shoppers.

Friends and Family Recommendations Influence Purchases (37%)

More than one-third (37%) of shoppers rely heavily on personal recommendations. Shopper behavior research confirms recommendations strongly impact consumer purchase patterns. Brands encouraging word-of-mouth through positive customer experiences directly improve sales.

Recommendations now extend beyond personal networks into digital spaces.

Social Media Drives Shopper Engagement (32%)

Nearly one-third (32%) of shoppers use social media like Instagram, TikTok, and YouTube. Digital consumer engagement on social platforms clearly affects shopper decisions. Brands creating appealing, engaging social content increase product interest and purchase likelihood.

Less influential channels still provide some value.

Brand and Retail Websites Play Supporting Roles (24%, 21%)

One in four shoppers (24%) visit brand websites, while slightly fewer (21%) go directly to retailer websites. Though less influential, clearly designed brand and retailer websites support customer journey mapping. Brands must maintain clear and accurate information here to guide shopper choices.

Even fewer shoppers rely heavily on specialized reviews or forums.

Specialized Review Websites and Forums Influence Selectively (18%, 11%)

About one in five shoppers (18%) use review websites, while a negligible share (11%) uses forums. Although these numbers remain low, positive specialized reviews may enhance overall trust in the consumer decision-making process.

Minimal Influence from Blogs and Delivery Apps (3%, 4%)

A negligible share (3%) uses blogs, with delivery apps (4%) similarly low. Efforts in these areas yield minimal direct results. Brands should prioritize more influential channels first.

Insights and Opportunities

The data clearly outlines shopper behavior and reveals strategic opportunities for retailers and brands.

• Firstly, prioritize visibility on search engines and marketplaces. Retailers can expect higher search rankings, increased clicks, and improved sales performance by clearly optimizing titles, descriptions, and keywords. Key performance indicators (KPIs) include improved organic traffic, higher click-through rates (CTR), and increased conversions.
• Secondly, brands should leverage physical retail stores to support online strategies. By connecting online content clearly to physical locations, retailers will improve shopper confidence, reduce purchase hesitation, and boost in-store conversion rates. Track performance by measuring in-store visits, purchase frequency, and conversion rates following integration.
• Finally, increase engagement through social media and recommendations. Brands investing clearly in social media content and encouraging customer advocacy can expect stronger brand awareness, higher engagement rates, and improved sales driven by recommendations. KPIs include social engagement rates, increased follower growth, and sales linked directly to social channels and word-of-mouth.

Clearly understanding shopper research channels allows brands to strategically focus efforts, better shaping the shopper path to purchase.