Consumer Behavior

Consumers showing love for buying direct with brands

Photo: Adobe Stock

May 17, 2024

A fifth (20%) of U.S. consumers are influenced to buy products after encountering ads on a retailer's app, with Millennials (35%) and Gen Z (32%) more likely to be swayed by product recommendations made by retailers they are already loyal to compared to other channels.

That's a top finding of an ADvendio study that polled over 1,000 U.S. shoppers on shopping behavior.

The study also revealed consumers have a growing preference for shopping directly with brands, 48% for fashion and 49% for beauty, over marketplace options. That illustrates a shift toward brand loyalty and direct engagement, according to a press release on the study findings.

Consumers are increasingly looking for personalized shopping experiences, with 56% favoring highly curated ads, according to the report.

"Today's consumer shopping behaviors reveal a significant opportunity for retailers to upsell and cross-sell effectively. With shoppers eager to engage, it's crucial that we not only meet but also anticipate their needs," Samantha Giaver, head of growth at ADvendio, said in the release. "Our research reveals that retailers need to focus on personalized and well-positioned ads to do more than enhance the shopping experience — but build loyalty and trust, which are fundamental to any retail sales strategy."