While most purchases take place by way of third-party channels, consumers would prefer to buy directly from their favorite brands if given the option, according to a survey from BrandShop, a digital commerce solutions provider.
The survey of 1,055 adults found that a significant portion of online sales are occurring through third-party retailers, with 78 percent of respondents making frequent purchases on Amazon. Only 37 percent buy directly from their favorite brands, yet 82 percent expect to have the option and 88 percent would buy if given that option.
"Consumers transact with third parties out of necessity, not preference — they do so because their options are limited," wrote BrandShop in the report.
The types of brands referenced included apparel, CPG and electronics categories.
The survey also found that 58 percent of respondents start their product search on Google while 22 percent go directly a brand's website. Only 14 percent started at Amazon.
BrandShop said, "For brands, it's just as important to be on the top of Google's search results page as it is to deliver the full experience for shoppers to convert initial site traffic into satisfied, loyal customers."
Finally, the survey showed that while most online purchases are made over a third-party retail channel, more than half of the respondents hold the brand responsible for any shortcomings.
Also pointing to the opportunity for brands is the finding that only 18 percent of survey respondents were highly satisfied with their online shopping experience.
BrandShop said the findings show consumers are "looking to transact, not only engage with a brand," and are also placing high value on the amount and quality of information available.
"For years, brands have invested in engaging with consumers across a host of mediums only to forget that true consumer engagement happens when they interact directly with a brand," said Greg Johnson, EVP, co-ECD at Swirl, in a statement. "BrandShop's survey results demonstrate how new consumer preferences are changing the paradigm of e-commerce and there's a much needed return to focusing on direct consumer engagement and transaction."