Online shoppers want the Amazon treatment in their e-comm experiences

For most shoppers, a product search starts and ends on Amazon. According to a new report by the AI optimization and intelligence platform Feedvisor, 92% of more than 2,000 surveyed US consumers say they’re more likely to buy products via Amazon than any other e-comm site. A streamlined checkout process and multiple delivery options are a few factors that go into that decision and, in turn, shape customer expectations.

• A whopping 75% check prices and product reviews on Amazon before making a purchase, per Feedvisor.

“Many of the best practices for Amazon...are best practices that apply to other e-marketplaces and e-commerce in general,” Dani Nadel, Feedvisor president and COO, told Retail Brew over email. “The goal should be to help create a cohesive, personalized, and seamless customer journey to your most relevant product page and then to optimize the experience once they get there.”

Lean on me: The post-pandemic reliance on online shopping has worked in Amazon’s favor—and has been a boon for marketplaces overall, according to the same survey. Target.com attracts 33% of consumers, while the percentage of Walmart customers has grown from 51% in 2019 to 63%.

• Walmart has also made gains in search: 10% of consumers start on its website, closing in on Google’s 18%.

Can’t beat ’em? Join ’em, and lean into competitive deals and promos. Almost a third (28%) of consumers surveyed said price is the most important factor when selecting a product. Easy delivery and returns are also key, with 25% putting convenience at the top of their list.—JG