Consumer Survey Data – The Rise of Mobile and E-Commerce: Shopping Channels Consumers Prefer

The world of retail is constantly evolving, and in 2025, consumer shopping habits are a testament to that. The latest 1WorldSync Consumer Product Content Benchmark report provides key insights into how consumers are increasingly favoring mobile and e-commerce platforms over traditional retail outlets, marking a continued shift toward convenience, speed and flexibility in shopping behavior.

E-Commerce Sites and Marketplaces Lead the Way

One of the most significant trends currently is the growing dominance of e-commerce sites and marketplaces. According to the report, 41% of consumers are shopping more through major e-commerce platforms like Amazon, Walmart and Target compared to last year. These platforms continue to lead the pack, as they provide the convenience of browsing a vast selection of products with the added benefits of quick shipping, competitive pricing and seamless payment options.

Shoppers are not just relying on websites anymore—they’re increasingly turning to mobile applications to make their purchases. The Product Content Benchmark report found that 28% of shoppers have increased their use of retailer-operated mobile apps, highlighting the importance of optimizing for mobile experiences. Apps from retailers like Target and Walmart offer users a highly personalized shopping journey, with push notifications, tailored recommendations and in-app discounts.

The Growing Influence of Mobile Shopping

Mobile shopping is no longer a trend—it’s the new normal. With nearly 30% of consumers shopping more through mobile apps compared to last year, the shift to mobile commerce is now a critical factor in a brand’s ability to succeed in today’s market. Retailers are capitalizing on this trend by designing mobile-first experiences, which means high-quality product content optimized for small screens is more important than ever.

Beyond retailer apps, mobile shopping extends into other convenient forms of purchasing, such as buy online, pick-up in-store (BOPIS) options and curbside pickup. The report reveals that 24% of shoppers have increased their use of BOPIS this year, demonstrating how consumers appreciate the blend of online and physical shopping. This flexibility allows consumers to place orders online and quickly collect them in-store, providing the best of both worlds.

The Role of Product Content in the Mobile Shopping Journey

As mobile becomes a dominant channel, the importance of rich and detailed product content cannot be overstated. The Product Content Benchmark report found that nearly 80% of shoppers choose not to buy products due to poor content quality or lack of available content. Mobile shoppers, in particular, rely on clear product descriptions, high-resolution images and user-generated content (UGC) to make informed purchase decisions.

Retailers and brands must ensure their product content is mobile-friendly, quick to load and easy to navigate. Investing in SEO strategies tailored for mobile search is also key to capturing consumer attention in crowded digital marketplaces. With the continued rise of mobile shopping, those who fail to prioritize mobile-optimized content will fall behind.

Looking Ahead

As we move into 2025, e-commerce and mobile apps are set to maintain their leadership in consumer shopping preferences. For brands, this means focusing on delivering seamless, content-rich experiences that make shopping as convenient and engaging as possible. The brands that get this right—by offering high-quality product content, personalized recommendations and fast checkout processes—will be the ones to succeed in today’s competitive digital retail landscape.