Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal at EMARKETER is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Gen Z shoppers prefer to start their product searches on Amazon over TikTok

The insight: Amazon remains consumers’ top choice to begin their product searches, per separate surveys by CivicScience and Jungle Scout.

  • Almost half—49%—of US adults start their online shopping journey on the ecommerce site, per CivicScience, although Jungle Scout’s Q2 Consumer Trends report puts that figure at 57%.
  • Amazon’s ascendance comes at Google’s expense, which saw its share fall slightly to 34%, according to CivicScience.

Social search takes off: While Amazon remains comfortably on top, TikTok is quickly climbing the rankings, helped by younger users’ affinities for social search.

  • Seventeen percent of US adults start their online shopping journeys on TikTok, although the platform still lags behind Instagram (18%), Facebook (21%), and YouTube (23%), according to Jungle Scout.
  • But there is some evidence that Amazon is successfully winning over younger shoppers at TikTok’s expense, possibly due to its wide product selection and speedy purchase and delivery options. The proportion of Gen Z users ages 18 to 24 that use TikTok to begin product searches fell to 11% in June 2023, down from 18% in 2022, per CivicScience.
  • At the same time, 45% of shoppers ages 18 to 24 listed Amazon as their preferred starting point for product searches.

The big takeaway: Even if TikTok isn’t always shoppers’ first port of call, it remains a hugely valuable channel for product discovery. And TikTok and other social platforms have an advantage over Amazon in that users rely on them to discover not only products, but also trends, restaurants, recipes, events, and other destinations.

Go further: Read our report on Social Search and its opportunities for marketers.