What compels shoppers to turn away from bustling physical stores and embrace the convenience and affordability of digital commerce? The latest consumer data report from Mirakl provides a clear answer: value for money. The findings reveal that American consumers are fueling a new wave of online shopping, with price considerations serving as the primary driver. This behavioral shift signals fresh growth opportunities for the e-commerce sector.
The Entrenchment of Digital Shopping Habits
Online shopping has evolved from a pandemic-era stopgap to an entrenched consumer behavior. Globally, more than half (51%) of shoppers now prefer conducting most purchases digitally. This trend is particularly pronounced in the U.S. market, where e-commerce platforms have become essential retail channels.
The Ascent of Marketplace Platforms
Marketplace platforms continue gaining market share, with the proportion of U.S. purchases completed through these channels rising from 36% in 2021 to 46% in 2023. The platforms' popularity stems primarily from convenience—77% of consumers identify them as the most effortless shopping method. However, shoppers increasingly demand enhanced functionality and innovation from these digital storefronts.
Consumer Expectations for Platform Evolution
Shoppers anticipate more personalized services and value-added features from future platforms. Survey data indicates premium membership programs (41%), in-store product displays (28%), social media integration (20%), and influencer-curated selections (19%) rank among the most desired enhancements.
The Dual Appeal of Price and Convenience
Despite the resurgence of brick-and-mortar retail, e-commerce maintains strong appeal through competitive pricing and streamlined experiences. Nearly three-quarters (71%) of U.S. respondents plan to increase online spending in the coming year, citing superior cost-value ratios. This momentum will likely prompt sellers to amplify digital investments to meet growing demand.
Reliability of Digital Inventory
E-commerce channels demonstrate superior product availability compared to physical stores. Fifty-three percent of American consumers report encountering out-of-stock items more frequently in stores during recent months. When facing such shortages, shoppers increasingly turn to online alternatives. Of those who successfully find substitutes digitally, 71% indicate they'll prioritize online purchases in the future.
E-Commerce's Renewed Growth Potential
The convergence of convenience, pricing advantages, and reliable inventory positions the digital commerce sector for renewed expansion. As consumer habits solidify and dependence on e-commerce deepens, online retailers stand to capture greater market share in the coming year. For merchants, this necessitates heightened focus on digital channel optimization, strategic pricing, and customer experience enhancements to align with evolving shopper expectations.