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Survey: Online shoppers prefer direct shopping with brands

August 16, 2017

More than half, 55 percent, of shoppers prefer buying directly from a brand versus buying at a retailer, according to a new Astound Commerce Insight survey.

The finding illustrates how consumers are moving away from preferring multi-brand retail experiences, stated a release on the study, “Global Brand Shopper Survey,” which polled 1,000 consumers who shop online and have visited a brand manufacturer's website in the past six months.

"The role that brand manufacturers play in today's retail landscape has evolved," said Lauren Freedman, senior vice president of digital strategy for Astound Commerce, in the release. "Consumers' heightened expectations for digital commerce means brands must master online selling and present compelling and competitive shopping experiences, on par with multi-brand counterparts. Moving forward, brands and retailers must explore even more creative ways to demonstrate value and engage through experiential means to woo younger customers and maintain customer loyalty, particularly in light of the challenging retail climate."