Radial Data Shows Most Consumers Trust Amazon

Pressure continues to mount on online retailers (who aren’t Amazon) to compete. A new study from leading omnichannel commerce technology and operations provider Radial has analyzed consumer attitudes among Amazon shoppers.

The data reveals the true need for online retailers to improve their consumer experience before Amazon converts loyal shoppers and continues to gain more market share. Further, Radial’s study shows that consumer attitudes toward Amazon could give online retailers the advantage they need. Below are some of the key findings from the survey.

About 56 percent of Amazon customers shop on the site at least a few times a month, and 20 percent of customers surveyed shop on Amazon weekly. Some 95 percent of shoppers describe Amazon as “trustworthy.”

Radial links this consumer perspective with shopping frequency since 65 percent of weekly shoppers and 45 percent of monthly shoppers reported that trustworthiness described Amazon “very well.” That number dropped to 37 percent for less frequent Amazon shoppers.

Interestingly, about 21 percent of consumers surveyed say that Amazon’s actions over the last several years have caused them to lose faith in the company. And some 38 percent of respondents cited their main reason for shopping on Amazon was the wide product selection.

Stefan Weitz, chief strategy officer at Radial, was quoted as saying, “The survey results validate the importance of retailers relying on technology providers to complement the services they can’t offer on their own. The data is an eye-opener for eCommerce retailers, as the more consumers shop on Amazon, the more they trust the company. With Amazon commanding the lion’s share of the consumer’s wallet, retailers must address the critical areas most important to customers to ensure their business thrives.”

Radial’s survey found that 54 percent of shoppers will select another major online retailer as an alternative to Amazon — with the primary motivators to switch being price, at 44 percent, or when a product is sold out, at 26 percent.

About 58 percent of consumers say they prefer to purchase certain products directly from a retailer or brand — largely home products, tablets and technology accessories.


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