63% of consumers favor purchasing on marketplaces over brand websites, report

In a new study, ChannelEngine’s recently released “Marketplace Shopping Behavior Report 2025” delves deeply into emerging e-commerce trends, revealing a significant shift in consumer preferences. The study’s pivotal insight: 63% of consumers now favor purchasing on marketplaces over brand-owned websites. Additionally, 47% of shoppers, product discovery starts on marketplaces rather than search engines like Google (24%)—a pivotal shift in consumer habits.

Key Findings: Marketplace Shopping Behavior Report 2025

1. Marketplace Dominance and Consumer Trust

The report highlights that online marketplaces have become the primary destination for shoppers. This shift can be attributed to several key factors: wider product selection, competitive pricing, and the ability to compare multiple offers effortlessly. These marketplaces are not just popular; they’re preferred due to the trust they instill in consumers through quality assurance and transparency. According to the study, 61% of shoppers trust online marketplaces to deliver good-quality products, bolstered by clear, honest reviews that…