Amazon and Walmart Capture 44% of Brand First Purchases
Recent industry data shows that large platforms like Amazon and Walmart account for 44% of consumers' first purchases of brands, far exceeding retail websites (10%) and social channels (3%). Additionally, TikTok Shop has a delivery delay rate of 16%, more than double that of Amazon and Walmart (7%), highlighting its fulfillment shortcomings.
What are the key facts?
- 144% share of first purchases on platforms
- 23% on TikTok Shop
- 3TikTok Shop delivery delay rate 16%
What happened?
Dynata's survey indicates that consumers are more likely to discover new brands on large e-commerce platforms. Although social commerce is growing rapidly, TikTok Shop is still lagging behind traditional e-commerce giants in fulfillment stability. Brand trust and multi-channel sales strategies are becoming key factors influencing consumer purchasing decisions.
What does this mean for cross-border sellers?
Channel strategy: Large platforms remain the main battleground for acquiring new customers. Fulfillment optimization: If selling on TikTok Shop, focus on resolving logistics timeliness issues to avoid impacting store ratings due to delivery delays.