When shopping online, more consumers prefer to buy something directly from an online marketplace like Amazon than a retailer like Target.
These findings come from a recent study by loyalty marketing provider Clutch, which surveyed 1,000 US digital buyers who made a digital purchase in the seven days preceding the poll. In fact, respondents were more than twice as likely to prefer an online marketplace (69%) over a retailer’s website (31%).
For the most part, price was a significant driver for those shopping via online marketplaces. More than half of digital buyers surveyed said they prefer to shop on the platforms because they’re able to compare and find the lowest prices. Meanwhile, nearly one in five said they like that they’re able to purchase multiple items from different brands.
But shopping from a retailer’s site also has its advantages. And price, once again, comes out on top. Some 37% of digital buyers said they prefer to shop directly from a retailer’s website because of the lower prices they get from discounts or coupons.
And price wasn’t the only appealing factor. Roughly a quarter said they trusted the brand, and another 17% said they liked that they could pick up the items in-store.