Where Will Consumers Shop Online in 2025?

Wunderkind’s 2025 Consumer Insights Report shows that convenience and trust will continue to guide consumers' online shopping choices. Online marketplaces such as Amazon, Temu, and Rakuten dominate, with 53% of shoppers favoring these platforms. This preference is particularly strong among men (56%), Boomers (65%), and Gen X (54%). Retail websites like Walmart and Target resonate with 40% of women and nearly half of Millennials (49%), while direct-to-brand channels remain underutilized, capturing just 7% of consumers. These trends highlight opportunities for growth across channels. Marketplaces will continue to drive high traffic, making product visibility and competitive pricing crucial. Direct-to-brand strategies can tap into unmet demand by promoting exclusivity, personalization, and loyalty perks. Meanwhile, partnerships with large retailers can deepen engagement with women and younger demographics who prioritize convenience and product variety. Brands should invest in seamless digital experiences across all platforms. Optimizing mobile-friendly interfaces, personalized offers, and loyalty programs can enhance engagement across demographics. Discover more strategic insights in Wunderkind’s 2025 Consumer Insights Report here.

Where Will Consumers Shop Online in 2025?

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