Preference for local and small traders' own e-commerce websites 2023

Published by
Koen van Gelder,
Feb 7, 2024
Results from the Global Consumer Survey Special "E-Commerce", conducted in September 2023, reveal that digital shoppers' preference for local and small e-commerce websites is generally low across the world. Among the eight countries surveyed, India shows the highest share of online purchasers who prefer to buy from local and small traders' own websites, at 23 percent. On the other end, only 11 percent of French buyers said the same.

Share of online purchasers who prefer to buy from local and small traders' own websites in selected countries worldwide in 2023

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Number of respondents

approximately 1,050 online purchasers per country

Age group

18 years and older

Supplementary notes

Original question: 'Which of the following statements about social media, marketplaces and other eCommerce trends do you agree with? I prefer to go to local and small traders' own websites'.

Multiple answers were possible.

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Overview

4

United States

6

European Union

6

Platforms

8

Order fulfillment & fraud management

7

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