With insights from 4,500 shoppers in The USA, The UK, the Netherlands, Germany, and France, this report uncovers unique insights on marketplace adoption, usage, and preferences. Marketplaces are more than a sales channel— they’re where shopping begins. In our Marketplace Shopping Behavior Report 2025, we reveal how online marketplaces are now the #1 starting point for online consumers’ shopping journeys. 

Discover what consumers value about marketplaces compared with other online channels.

How consumers use marketplaces ; from product research to entertainment and impulse buying.

Get detailed information on how shopper behavior varies across countries, regions, generations, and product categories.

Find out how consumers use several marketplaces regularly (an average of 4 in the last 3 months) and what this means for brands.

Key findings

• Marketplaces dominate shopping journeys

47% of consumers start their shopping journeys on marketplaces—far ahead of search engines (24%) and brand websites (14%)— so your presence on these platforms is critical.           

• Regional insights into marketplace usage

Understand how marketplace adoption, shopping frequency, and preferences vary across Europe and North America to localize your strategy effectively.           

• Shoppers explore multiple platforms

Consumers visit an average of 4 marketplaces in 3 months and make purchases from three. A multichannel approach is essential to capture their attention.

Why this report matters for 2025

✏️ Develop strategies which align with consumer needs: Once you understand consumer behavior, you can craft strategies that are consistent with your customers’ preferences.

 Be specific to your target audience : Shoppers act differently in different countries and in different age ranges. Ensure you’re using the right strategy for your key customer demographics.

 Separate the hype from reality : Get the truth on what channels are used by which cohorts, who shops where and what they’re considering before they purchase.