Survey shows that 76% of Amazon's customers come from Walmart

When consumers shop online, they often compare the prices of goods and other additional services on multiple platforms and choose the best platform to pay.

Recently, Numerator , a data and technology company in the market research field , conducted an interesting survey to analyze consumers' cross-shopping behavior among the largest retailers in the United States, including Amazon, Walmart, Target and Costco . Sellers can use this survey to understand the shopping behavior and psychology of consumers on major platforms, so as to adjust and improve their marketing strategies.

The report found that about three-quarters of consumers shop on Amazon, including 76% from Walmart, 77% from Target , and 75% from Costco .

The survey shows that 53% of Walmart consumers shop at Amazon within one day after shopping at Walmart, while the proportion for Target and Costco is 38%.

General merchandise such as furniture and gardening, electronics, health and beauty, and clothing account for the majority of Amazon's leaked sales. In other words, half of the consumers of the above products come to Amazon to buy from other large retailers such as Target and Costco . Walmart has the highest proportion of leaked sales of home and garden products, at 18.5%, while Costco has the highest leakage rate of electronic products, at 15.9% .

Additionally, Numerator ’s report identifies the reasons why Walmart and Target buyers turn to Amazon to make their purchases, in order to understand their cross-shopping motivations.

The results show that product availability and ease of delivery are the top reasons why consumers buy on Amazon after shopping in-store. 30% of consumers who shopped on Amazon from Walmart said they bought the goods on Amazon because of insufficient in-store product supply; nearly one-third of Target and Walmart consumers said that ease of delivery was the reason they bought on Amazon; 22% of Walmart consumers and 20% of Target consumers said that lower prices were the reason they chose Amazon.

Based on its findings, Numerator suggests that Walmart could make up for lost customers by reducing out-of-stocks and improving the in-store shopping experience, while Target could focus on pricing and promotions to lure back customers who have gone to Amazon.

According to the above survey results, it can be seen that consumers attach great importance to the service quality of stores, whether online or offline. Therefore, no matter which platform the seller is on, they can put price and service quality first to attract more consumers to shop.

Amazon

Walmart

Target