Branded websites and Google are losing out to Amazon when it comes to online shopping for goods , with 45 % of customers starting their purchase process with the retail product , according to a study by inRiver . It polled 6,000 consumers across Europe , and found 74 % of respondents believed Amazon was the " go - to " source for price comparisons , with 58 % relying on consumer reviews . The study also found 33 % of customers whose videos showing products in context were useful , while 33 % of millennials wanted to see products demonstrated by influencers . Only 11 % of shoppers responded to a brand 's website first .
Branded websites and Google are losing out to Amazon when it comes to online searches for goods, with 45% of customers starting their purchase journey with the retail giant, according to a survey by inRiver. It polled 6,000 consumers across Europe, and found 74% of respondents believed Amazon was the "go-to" source for price comparisons, with 58% relying on consumer reviews. The study also found 33% of customers said videos showing products in context were useful, while 28% of millennials wanted to see products demonstrated by influencers. Only 11% of shoppers went to a brand's website first.