More than 6 in 10 (63%) consumers in key e-commerce markets start their online shopping searches on Amazon, topping the percentage of those who start their purchase journeys on search engines. This seismic shift represents what industry experts are calling “The Great Search Migration”—a fundamental rewiring of how consumers discover and purchase products online.
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The Numbers Don’t Lie: Amazon Wins the Starting Line
The statistics paint a clear picture of this marketplace-first world. 50% of product journeys start at Amazon, not Google, according to recent industry research. But the Amazon dominance goes even deeper than search behavior. 241.3 million shoppers visited Amazon websites in May 2024, creating a massive gravitational pull that’s reshaping the entire e-commerce ecosystem.
This isn’t just about convenience—it’s about consumer psychology. When shoppers start on Amazon, they’re already in “buying mode” rather than “research mode.” They’re not looking for information; they’re looking for products they can purchase immediately, with the confidence that comes from Amazon’s established logistics network and return policies.
Why This Shift Matters More Than You Think
The implications of this discovery shift extend far beyond simple traffic patterns. When consumers start their product searches on marketplaces instead of search engines, several critical changes occur:
Purchase Intent Acceleration: Marketplace searchers are typically further down the conversion funnel. They’re not browsing—they’re shopping with intent to buy.
Brand Discovery Challenges: Traditional SEO strategies that focus on Google rankings may miss the majority of high-intent shoppers who never leave the Amazon ecosystem.
Competitive Landscape Shifts: Products compete not just on features and price, but on marketplace optimization, reviews, and fulfillment capabilities.
The Mobile Factor Amplifies the Trend
The shift toward marketplace discovery becomes even more pronounced when examining mobile behavior. 126 million people shop via mobile device per month on Amazon alone, while only 42 million people shop via desktop in an average month. This mobile-first approach naturally favors apps and integrated shopping experiences over traditional web browsing.
Mobile users want friction-free experiences. Opening the Amazon app is simpler than navigating to Google, searching, comparing multiple websites, and then finding a trusted place to purchase. The marketplace provides a one-stop solution that aligns perfectly with mobile user behavior.
What This Means for Brands and Retailers
The 63% marketplace-first statistic isn’t just a data point—it’s a wake-up call. Brands that haven’t optimized their marketplace presence are essentially invisible to the majority of modern shoppers. This creates both challenges and opportunities:
The Challenge: Traditional digital marketing funnels that rely on search engine traffic and website conversions are capturing a shrinking percentage of consumer attention.
The Opportunity: Brands that master marketplace optimization can tap into high-intent traffic that competitors might be missing.
The Review Economy Drives the Shift
One factor accelerating the marketplace migration is the integrated review system. 77% of shoppers specifically seek out websites with ratings and reviews, and marketplaces provide this social proof seamlessly within the shopping experience. When consumers can read reviews, compare options, and purchase in one integrated flow, the friction that sends them back to search engines is eliminated.
Looking Forward: The Marketplace-First Future
As we move into 2025 and beyond, this trend shows no signs of reversing. Global eCommerce sales will account for $6.86 trillion in 2025, which is an 8.37% increase from 2024, and an increasing percentage of this growth is happening within marketplace ecosystems.
The brands and retailers who recognize this shift early and adapt their strategies accordingly will have a significant competitive advantage. Those who continue to rely primarily on traditional search engine optimization may find themselves competing for an increasingly small slice of the discovery pie.
The Strategic Imperative
The message is clear: the age of search engine dominance in product discovery is ending. The marketplace era has begun, and it’s not just about being present on these platforms—it’s about mastering them.
For brands, this means rethinking everything from product photography and description optimization to customer service and fulfillment strategies. For marketers, it means developing new skills in marketplace SEO, sponsored product advertising, and platform-specific customer journey optimization.
The 63% who start shopping on marketplaces aren’t just statistics—they’re the future of e-commerce. The question isn’t whether this trend will continue, but whether your brand will be ready to meet customers where they’re actually shopping.
