The Shopper Speaks: Mass merchants control the online narrative

Online shoppers gravitate to mass merchants for on-site buying and omnichannel access. And they do so for purchases across industries.

Three of the top four online retail websites for apparel shopping are mass merchants. Amazon, Walmart and Target draw a large portion of online apparel sales. More specifically, four in 10 apparel buyers purchase 26% or more of their purchases on Amazon.

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