A bigger portion of people who buy stuff on Amazon is starting that journey on Amazon
Amazon’s moat around its customers’ experience is getting bigger.
A decade ago, 82% of people who bought stuff on Amazon began their purchase journey on Amazon. Now, that number is up to 90%, according to new data from market research firm Consumer Intelligence Research Partners. Fewer people who end up with an Amazon purchase are starting out on Google or competing platforms.
“That’s the dream of a retailer: you don’t go anywhere else, you start here,” CIRP cofounder and partner Michael Levin told Sherwood News.
How did Amazon, which racked up record sales last quarter, manage to eke out an even more direct connection with its customers?
A decade ago, it was behavioral economics: people were trying to make their Amazon Prime subscription worth the cost. Over time, though, they were happy enough with the experience that going to Amazon when they wanted to buy something simply became habit.
Another Amazon dream also looks like it will soon become true: the e-commerce giant is on track to surpass Walmart for the first time in quarterly revenue.
