According to a July 2019 survey among global digital shoppers, 93.4 percent of respondents said that they read customer reviews prior to purchasing from an unfamiliar digital retailer. During the survey period, it was also found that 77.5 percent of respondents compared prices across multiple sellers before making a purchase.
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Most common ways for online shoppers worldwide to research an unfamiliar digital retailer before making a purchase as of June 2019
Respondents were adults who shop online at least once a year. Of those surveyed, 137 were from Australia, 455 from Europe, 519 from the U.K. and 516 from the U.S.
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eMarketer. (September 4, 2019). Most common ways for online shoppers worldwide to research an unfamiliar digital retailer before making a purchase as of June 2019 [Graph]. In Statista. Retrieved June 28, 2025, from https://www.statista.com/statistics/1047962/how-online-shoppers-worldwide-research-unfamiliar-retailers/
eMarketer. "Most common ways for online shoppers worldwide to research an unfamiliar digital retailer before making a purchase as of June 2019." Chart. September 4, 2019. Statista. Accessed June 28, 2025. https://www.statista.com/statistics/1047962/how-online-shoppers-worldwide-research-unfamiliar-retailers/
eMarketer. (2019). Most common ways for online shoppers worldwide to research an unfamiliar digital retailer before making a purchase as of June 2019. Statista. Statista Inc.. Accessed: June 28, 2025. https://www.statista.com/statistics/1047962/how-online-shoppers-worldwide-research-unfamiliar-retailers/
eMarketer. "Most Common Ways for Online Shoppers Worldwide to Research An Unfamiliar Digital Retailer before Making a Purchase as of June 2019." Statista, Statista Inc., 4 Sep 2019, https://www.statista.com/statistics/1047962/how-online-shoppers-worldwide-research-unfamiliar-retailers/
eMarketer, Most common ways for online shoppers worldwide to research an unfamiliar digital retailer before making a purchase as of June 2019 Statista, https://www.statista.com/statistics/1047962/how-online-shoppers-worldwide-research-unfamiliar-retailers/ (last visited June 28, 2025)
Most common ways for online shoppers worldwide to research an unfamiliar digital retailer before making a purchase as of June 2019 [Graph], eMarketer, September 4, 2019. [Online]. Available: https://www.statista.com/statistics/1047962/how-online-shoppers-worldwide-research-unfamiliar-retailers/
