Preference for online stores with a direct connection to sellers 2021

Published by
Koen van Gelder,
Nov 7, 2023
Results from the Global Consumer Survey Special "E-Commerce", conducted in October 2021, show that Chinese digital shoppers care more about having a direct connection to sellers than other places around the world. About 43 percent of respondents in Mainland China who had purchased online stated they liked online stores that provide a direct connection to the original seller. In the U.S., this share stood at 32 percent.

Share of online purchasers who like online stores that provide a direct connection to the original seller in selected countries worldwide in 2021

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Number of respondents

approx. 1,050 online purchasers per country

Age group

18 years and older

Supplementary notes

Original question: 'Which of the following statements about social media, marketplaces and other eCommerce trends do you agree with? I like online stores that provide a direct connection to the original seller'.

Multiple answers were possible.

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