Online channels consumers use in the purchase process 2024

Online channels play a crucial role in the customer journey. In 2024, search engines remain the top choice for product discovery and research, while online marketplaces lead in purchase completion. This shift highlights the growing importance of digital platforms in shaping consumer behavior and purchasing decisions. 

Generational differences in online shopping

Product recommendations have become a powerful tool in influencing consumer choices, particularly among younger demographics. A 2024 study revealed that 57 percent of shoppers aged 18 to 24 discovered new products through recommendations, with a similar trend observed among 35 to 39-year-olds. For Gen Z, online search is the primary starting point for product discovery.

The rise of marketplaces and social commerce

Marketplaces have emerged as the dominant force in online shopping, serving as both the primary source for product searches and inspiration for future purchases. Approximately 35 percent of global consumers prefer marketplaces over other online channels for shopping inspiration. The influence of social media on e-commerce is also growing, with 78 percent of U.S. TikTok users reporting purchases based on influencer recommendations. This trend highlights the increasing integration of social platforms and e-commerce, reshaping the digital shopping landscape.