E-commerce advertisers are switching from Search based channels to social media channels. The use of search channels dropped 7% from 2022 to 2023
The data was drawn from over 50k feeds from shops with various catalog sizes – starting from 500 products, up to stores advertising 200k+ products. This study took over 16k shops into account, spanning over 20 different eCommerce sectors. 300 different advertising channels were included in this report. Google Shopping, Facebook, and custom channels accounted for over 50% of data samples. This means the reports likely have a heavy bias towards PPC platforms. The remaining samples include channels like TikTok, Bing, eBay, and Snapchat. This study collected data from 60 countries in total. 27.4% of feeds were taken from the US, 57.4% from European countries, and the remaining 15.2% were gathered from the rest of the world.
The stat reflects evolving consumer preferences and advertising trends. This statistic highlights the growing importance of social media platforms as primary outlets for reaching and engaging online shoppers. It underscores the need for businesses to adapt their marketing strategies to align with changing consumer behaviors and the digital marketing landscape.
