Over two-thirds of online purchases start with Google or Amazon

An overview of online purchase journeys and inspiration in Australia, Germany, Sweden, the UK and the US.

Over two-thirds of online consumers say their online purchase journey starts with Google or Amazon, according to data from digital experience company Episerver. This rises to four-fifths in the United States (81%), Germany (80%) and the UK (79%) but falls to three-fifths in Sweden (63%) and Australia (61%).

The importance of either platform varies across the five countries surveyed, however. Amazon is more popular as a place to start specific product searches in the US and Germany, while Google is more popular in Sweden and Australia. Google is also more popular in the UK, though the lead over...

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