Top channels where consumers start their shopping journey worldwide 2024

Published by Statista Research Department, May 8, 2025

According to a 2024 survey, nearly ********* of global consumers start their shopping journey via online searches. Online retailers or marketplaces were another popular channel for survey respondents to begin their shopping journey, with approximately ** percent of them doing so. Traditional brick-and-mortar stores came in third place, preferred by roughly ** percent of consumers.

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Main channels where consumers start their shopping journey worldwide in 2024

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Source

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Release date

November 2024

Region

Worldwide

Survey time period

September 2024

Number of respondents

8,000 consumers*

Supplementary notes

This question was phrased by the source as follows: "Which is the main channel you typically start your shopping journey with?".

* Respondents from the United States, the United Kingdom, France, Germany, Canada, Australia, and India.

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Overview

5

Popular platforms

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Discovery and influence

8

Social shoppers

7

Shopping behavior

7

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