Get unique insights on how shoppers behave on marketplaces
Marketplaces are more than a sales channel - they’re where shopping begins. In our Marketplace Shopping Behavior Report 2025, we reveal how online marketplaces are now the #1 starting point for online consumers' shopping journeys.
👀 Discover what consumers value about marketplaces compared with other online channels.
🔎 How consumers use marketplaces, from product research to entertainment and impulse buying.
🌍 Get detailed information on how shopper behavior varies across countries, regions, generations, and product categories.
💻 Find out how consumers use several marketplaces regularly (an average of 4 in the last 3 months) and what this means for brands.
⭐ Learn how marketplaces drive trust, loyalty, and engagement, and how brands can leverage this.
Key findings
1. Marketplaces dominate shopping journeys
47% of consumers start their shopping journeys on marketplaces—far ahead of search engines (24%) and brand websites (14%)— so your presence on these platforms is critical.
2. Regional insights into marketplace usage
Understand how marketplace adoption, shopping frequency, and preferences vary across Europe and North America to localize your strategy effectively.
3. Shoppers explore multiple platforms
Consumers visit an average of 4 marketplaces in 3 months and make purchases from three. A multichannel approach is essential to capture their attention.
Discover the forces shaping the future of ecommerce and marketplaces with this definitive report.
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