Main sources for online shopping inspiration worldwide 2023

In 2023, marketplaces were the primary source of inspiration for online shopping globally. According to a survey, 35 percent of online shoppers said they sought inspiration through searches on this channel. Browsing in-store ranked second, with almost one quarter of respondents using it for this purpose.

The top in every category

Marketplaces were the most popular places to get ideas for general online shopping, and this also applies to different types of shopping. When looking for beauty products online, around 40 percent of consumers used marketplaces for inspiration, followed by brand websites and social media channels. Similarly, just under 30 percent of consumers stated that they use marketplaces to find inspiration for luxury products. When it came to finding inspiration for purchasing health and pharmaceutical products online, around a fourth of consumers favored online marketplaces, followed by search engines and retail sites.

Under the social media influence

Social platforms have a greater influence on consumers than ever before when it comes to purchasing specific items. In 2023, the share of shoppers who purchased an item after seeing it on social media varied by country, with consumers in the United States being the most affected. Social media influenced over half of U.S. shoppers to open their wallets. In comparison, around 28 percent of shoppers in Czechia had purchased an item after seeing it on a social platform.