Amazon first port of call for nearly half of online shoppers
The brand website is “losing importance” as a source of information for today’s shopper. Instead, Amazon now dominates as the first port of call.
In a report highlighting the retail giant’s growing monopoly in the world of e-commerce - if that were needed - inRiver surveyed some 6,000 consumers across Europe and found that just one in ten (11 percent) of shoppers will head to a brand’s website in the initial stage of purchase. Just 28 percent turned to a search engine.