Marketplaces like Amazon and Walmart draw 44% of shoppers making a first purchase from a new brand, far ahead of the 10% who start on retailer sites like Target and 3% on social channels like TikTok Shop, according to a Dynata survey commissioned by Radial. Shoppers report using marketplaces more than in 2025 at 38%, led by millennials at 45% and Gen Z at 44%, versus 19% shopping retailer sites more and 13% social commerce. Nearly 39% say they trust a brand more when it sells across multiple destinations, rising to 56% among Gen Z, while just 5% trust it less. Fulfillment gaps varied by channel, with TikTok Shop showing the highest slow-delivery rate at 16%, double Amazon’s and Walmart Marketplace’s 7%, while Radial, an e-commerce fulfillment provider, tied operational consistency to brand trust.
