Amazon is the top channel for product search, according to new data from ChannelAdvisor

Survey shows 75% of Australian consumers shop regularly across multiple online marketplaces

Survey of Over 5,000 Global Consumers Gives Brands and Retailers Actionable Insights on When, Where and How They Shop Online, Ahead of the Holiday Season

Melbourne, Australia, September 26, 2022 /PRNewswire/ — ChannelAdvisor Corporation (NYSE: ECOM), a leading provider of cloud-based e-commerce solutions, today released results from its 2022 Consumer E-commerce Survey, which assessed buying behaviors of more than 5,000 respondents in AustraliaUnited States and Europe. The global survey revealed that consumers of Australia trusting a brand’s website and marketplaces for product research, with social media being the least trusted platform.

The survey results provide brands and retailers with actionable insights into the current outlook of online shoppers and revealed that 50% of consumers in Australia trust a brand’s website or marketplaces (44%) for product research, compared to only 6% who trust social media.

Despite this lack of trust in social media, 29% of respondents said they discovered products through sites like Instagram and TikTok.

Survey participants shared their preferences for the online marketplaces and retailer sites they visit to research and purchase products while weighing factors such as product selection and delivery methods. The survey results also revealed how inflation and rising costs affect consumers’ purchasing decisions and priorities when conducting online research before or during an in-store shopping experience.

“To stay competitive and agile in this changing environment, brands and retailers must first understand how, where and why consumers buy,” said Mike Shapacker, Marketing Director at ChannelAdvisor. “These survey results provide valuable insights that will help sellers learn strategies to help capture consumers’ attention as the holiday season approaches.”

Key findings that emerged from this year’s survey data include:

  • Majority of Australian consumers buy from more than one market
  • Retail Media Ads Influence Consumer Buying Decisions
  • The 2022 holiday season will continue to involve strong search and online shopping activity

Australian trends indicate that journeys to purchase involve more activity on retail sites and markets

  • 85% of global consumers use multiple digital touchpoints during their buying journey
  • 75% of consumers tend to regularly use multiple marketplaces to browse, shop or purchase
    • 20% of consumers regularly use three marketplaces to browse, shop or buy, and 16% use 4 or more
  • 50% of consumers have purchased an item from a foreign retail site or marketplace in the past 12 months
    • These purchases are more frequent among young consumers (63% of 18-25 year olds) than among older consumers (32% of consumers aged 65 and over)
  • 54% of Australian consumers have used click and collect in the past 12 months

Marketplaces are the most common channels for discovering new products

  • 88% of Australian consumers browse items on marketplaces or retail sites with no direct intention of buying something
  • 43% of Australian consumers have ‘discovered’ the products they have purchased in the past 12 months by browsing marketplaces

Advertising in retail media becomes essential to increase product awareness

  • 39% of Australian consumers clicked on a sponsored or promoted ad they saw on a marketplace or retail site in the past 12 months
    • This activity is higher among younger buyers (55% of consumers aged 18-25 and 48% of consumers aged 26-35)
  • 28% of consumers purchased an item on Amazon after seeing an ad for that product on Amazon

Google remains the number one product search channel in Australia

  • In the past 12 months, consumers searched for products on these sites*
    • Facebook: 41%
    • Instagram: 28%
    • Google: 85%
    • Amazon: 56%
    • eBay: 71%

Price is a major factor for Australian consumers before making a purchase:

  • 86% of consumers usually compare prices before making a purchase
  • 98% of consumers consider price to be a somewhat or very important factor when choosing products
  • 65% of consumers said the reason they research products online before or while shopping in-store “often” involves checking prices

The 2022 Australian holiday season will continue to involve strong search and online shopping activity:

  • 84% of consumers plan to spend the same or more time shopping for festive gifts online compared to last year
  • 26% of consumers aged 18-25 plan to conduct holiday shopping research on social media sites

Click on here to view the full survey results report.

Survey methodology

ChannelAdvisor commissioned leading research firm Dynata to survey 5,000 consumers in the US, UK, France, Germany and Australia on their online shopping and research habits in 2022. Respondents, aged 18 to 65, were selected and sampled in partnership with Dynata. There were 1,000 respondents in the Australian segment.

For more industry insights from this recent consumer survey, including holiday and category-specific results, see ChannelAdvisor’s on-demand insights online seminar.

For more details on ChannelAdvisor, visit ChannelAdvisor’s Blogfollow ChannelAdvisor on Twitter @ChannelAdvisoras ChannelAdvisor on Facebook and connect with ChannelAdvisor on LinkedIn.

About ChannelAdvisor

ChannelAdvisor (NYSE:ECOM) is a leading multi-channel commerce platform on a mission to connect and optimize global commerce. For more than two decades, ChannelAdvisor has helped brands and retailers around the world improve their online performance by expanding sales channels, connecting with consumers throughout the purchase cycle, optimizing their operations for performance and providing actionable insights to improve competitiveness. Thousands of customers depend on ChannelAdvisor to securely power their e-commerce operations on channels like Amazon, eBay, Google, Facebook, Walmart and hundreds more. For more information, visit

ChannelAdvisor Media Contact
Helen de Souza
[email protected]
+61 3 9034 3412

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