In this report we dive deeper into the world of connected commerce, as there is no such thing as an “online shopper” anymore – nearly all shoppers make purchases both offline AND online. Given the number of omni-shoppers purchasing weekly from both Amazon and Mass Merchandisers, we focused on understanding who shops, how they shop, and why they shop specifically at Amazon, Walmart.com, and Target.com.
We also wanted to learn more about Prime and Walmart+ premium members to identify which shoppers are opting in to pay for these incremental benefits, and why. Understanding the nuances of these shoppers is critical to your future growth strategy, as it’s clear that a one-size-fits-all approach is unlikely to be successful.
- We observed that busy families with kids at home are an important shopper group at all three e-tailers, as they are most likely to be shopping there weekly. We explore other demographic similarities and differences among the shoppers of each e-tailer.
- We found that the way shoppers “use” Amazon, and what categories they buy there, looks distinctly different than at Walmart.com and Target.com. We then dug deeper into how these patterns differ by gender and generation.
- We saw a concerning sentiment among Target.com shoppers, with lower satisfaction levels and decreased shopping frequency.
- Some findings surprised us, like the number of lower income shoppers with household income <$50K that have opted in for Prime and/or Walmart+ membership, and we explore the unique motivation for membership by income level. We unpack Prime and Walmart+ members more deeply, looking at who has opted in and why.
With online growth rates outpacing that of physical stores, it’s critical to better understand the unique shoppers of these Digital Titans to enable you to smartly leverage them to drive future growth.
About this report: This report is part of the How America Shops® shopper insight series. The sample is a national online survey of 1505 household shoppers, and the survey was conducted in September – October 2024.
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Our national How America Shops® surveys explain what’s driving shopping behaviors, sentiments that influence how and where shoppers spend time and money what engages them emotionally, how categories and the retail landscape will be impacted.