Amazon and Walmart Capture 44% Share of First-Time Brand Purchases
Survey shows that Amazon and Walmart remain the primary channels for consumers discovering new brands, capturing 44% of first-time purchase share. In contrast, social commerce channels account for only 3%, and there are significant gaps in logistics fulfillment reliability.
What are the key facts?
- 1Market share: Amazon and Walmart account for 44% of first-time purchases
- 2Social channel share: Only 3%
- 3Logistics gap: TikTok Shop's slow delivery rate is double that of Amazon
What happened?
According to a survey by Dynata, 44% of consumers chose Amazon or Walmart for their first-time purchases of new brands, far exceeding retail websites (10%) and social channels (3%). Additionally, TikTok Shop has a slow delivery rate of 16%, which is twice that of Amazon and Walmart (7%), highlighting logistics fulfillment capabilities as a weakness for social e-commerce.
What does this mean for cross-border sellers?
Sellers should maintain a multi-channel strategy, ensuring high fulfillment quality on mainstream e-commerce platforms while utilizing social media for traffic generation to uphold brand trust.