Consumer acceptance of online marketplaces grows
Online marketplaces are becoming increasingly important to retailers as customers utilize them more.
More than four-in-10 consumers (44%) first buy from a new brand on marketplaces like Amazon or Walmart, compared to 10% who shop on an online retail website like Target or Macy’s and 3% who visit social shopping channels like TikTok Shop.
In addition, 38% of U.S. consumers recently surveyed by Dynata on behalf of Radial Inc. said they are shopping online marketplaces more often than in 2025, led by millennials (45%) and Gen Z (44%). In contrast, 19% of respondents said said they shop more on retailer websites year over year and 13% said the same for social commerce.
Nearly four-in-10 (39%) of all respondents – and 56% of Gen Z – say they trust a brand more when it becomes available across multiple shopping destinations, while only 5% say they trust a brand less.
Online fulfillment is key
The survey also reveals differing rates of issues with fulfillment, pricing and inventory among various online retail sites. TikTok Shop saw the highest rate of slower or less reliable delivery at 16%, which is more than double the rate reported for both Walmart Marketplace and Amazon at 7% each.
Respondents were also most likely to find different prices for the same product on Amazon at 17%, and stockouts most commonly reported on Walmart Marketplace (16%).
[READ MORE: Survey: Out-of-stocks often lead consumers to switch brands]
More than half (53%) of respondents would stop purchasing from a brand after paying for expedited shipping that failed to arrive faster, while 37% would leave after a single canceled order and 27% after receiving the wrong item.
Meanwhile, poor customer service is the issue most likely to drive public complaints among respondents, with 31% saying it would prompt them to post about a brand on social media or leave a review. This exceeds operational issues like paying for expedited shipping that wasn't delivered (14%), receiving the wrong item (12%), or a late delivery (7%).
"Consumers are telling brands they want choice in where and how they shop, but that flexibility comes with higher expectations for consistency,” said Shauna Bowen, chief digital & transformation officer at Radial. “Marketplaces have become the predominant channel for first-time buyers, but customers don’t lower their expectations once they get there. They still expect accurate inventory, reliable delivery and responsive service. As brands scale, operational excellence becomes a critical driver of customer trust and long-term loyalty. There is often only one or two chances to get it right.”
A survey of 1,000 U.S. consumers 18 years and older was commissioned by Radial and conducted by Dynata in March 2026.
