Survey: Amazon sets the bar for e-commerce

Dan Berthiaume
Senior Editor, Technology
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A new global survey indicates three in four online consumers compare other e-commerce e-retailers to Amazon.

According to results of “Future Shopper Report 2020” from Wunderman Thompson Commerce, 75% of respondents wish more brands and retailers offered the same level of services as Amazon. In addition, 63% of respondents start their online searches for products with Amazon, with respondents ordering from Amazon 6.5 times a month on average. Slightly more than half (52%) get their inspiration from Amazon. In comparison, only 19% of respondents favor social media for inspiration.

Looking beyond Amazon, the survey found 74% of respondents are members of a grocery loyalty program, although 40% never buy groceries online. Online shoppers are becoming interested in sustainability, with 71% saying they wish retailers and brands offered better environmental practices, such as less packaging, and 55% saying they consider a company’s ethics and morals when making purchasing decisions.

Other interesting findings include:

•    65% of respondents expect to use digital shopping channels more in the future;
•    54% identify “free delivery” as an important reason for going direct to branded sites;
•    53% wish brands would be more innovative in how they use digital technology to improve their experience; 
•    34% would prefer their online purchases to be digital and instantly downloadable; and,
•    27% currently use or have used a voice assistant.

A total of 14,103 consumers who shop online at least once a month were interviewed online during February and March 2020 in the U.S., U.K., Australia, Germany, Spain, France, and Netherlands.