Shopping has become more complex as it occurs on so many different types of websites and still in physical stores.

Insider Intelligence/eMarketer presented its 2024 Retail Road Map to help merchants stay ahead of the curve in today’s ever-changing retail world.

The survey carried out by PwC in June 2023 among adults in the US, Canada, Mexico, and Brazil found that search engines (54%) are the most popular channel used to research products to purchase.

Amazon and retail websites (43%) were the second most popular channels for consumers, followed by 29% who read customer product reviews on retail websites or spoke to others about the product. Social media and price comparison websites tied at 26%.


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