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One Third of Apparel Shoppers Say They're Most Likely to Complete Online Apparel Purchases on Amazon
Amazon was the most likely destination for online apparel purchases, followed by Walmart in a distant second. Nike came in third, as many shoppers turn directly to apparel brand manufacturers for online purchases.
Online, which website or app are you most likely to complete an apparel product purchase on? (Top 10 overall responses.)
Fully 8% of respondents chose one of either Temu or Shein, as Chinese ecommerce sites are carving out market share among American consumers. Among Gen Z, a combined 17% of apparel shoppers said they were most likely to complete a purchase on Temu or Shein, with Shein proving slightly more popular than Temu.
Asked if they’d ever purchased a product directly on specific social networks, 29% of respondents said they had purchased directly on Facebook, compared to 23% on Instagram and 19% on TikTok, as social commerce is slowly growing in the US.
Have you ever purchased an apparel product directly on any of the following social media platforms (in other words, not by clicking a link that takes you to a different website or app)? (Select all that apply.)
While 70% of Gen Z respondents said they had purchased apparel directly on either TikTok, Facebook, or Instagram, just 40% of older generations said the same. Even between Gen Z and millennials there were significant differences, with 49% of Gen Z having purchased apparel on TikTok, compared to 29% of millennials.
Though many shoppers do say they’ve completed purchases directly on social networks, it’s possible these figures are impacted by confusion over whether some transactions actually happen on a social platform or after navigating to another website/app from links featured on social platforms.