Approximately half of consumers plan to purchase their holiday gifts from Amazon.

In a recent report, Episerver has suggested some strategies for retailers to reclaim holiday territory, as it becomes increasingly evident that Amazon's e-commerce dominance is a force to be reckoned with.

The report, based on a survey of 4,500 online shoppers, reveals that 68% of shoppers often or always compare their findings on other retailers' websites to what's available on Amazon.com. This trend is reflected in the shopping habits of consumers, as 32% of online shoppers begin their holiday shopping on Amazon, with 18% starting their search on Google.

However, the report also indicates that Amazon hasn't yet invested in useful content for consumers, providing retailers with an opportunity to stand out. Episerver's survey found that 26% of shoppers prefer the product information found on brands and retailers' websites compared to other shopping channels.

The report further emphasizes the significance of providing customer-centric digital experiences. Ed Kennedy, senior director of commerce at Episerver, stated that "retailers have the opportunity to differentiate by providing customer-centric digital experiences." Regardless of retailers' target demographic, they'll need to be everywhere to compete with Amazon.

The report also highlights the importance of gift-giving suggestions, personalized messaging, and a human approach to the holidays for retailers. While Gen Z is predicted to shop in-stores during the holidays, many consumers will also be shopping online via their smartphones or using their smartphones in-store to compare prices and sign up for discounts.

The report reinforces the importance of omnichannel shopping this holiday season. While 39% of consumers like to shop online, 25% prefer buying goods online and in-store equally, and 31% expect a buy online, pick up in-store option.

Moreover, the report reinforces previous research from Jumpshot, indicating that more consumers search for products on Amazon than Google. The Episerver report states that 52% of consumers have been influenced to notice products through recommendations by social media influencers.

In conclusion, the Episerver report provides valuable insights for retailers looking to compete with Amazon during the holiday season. By focusing on customer-centric digital experiences, personalized messaging, and omnichannel shopping, retailers can differentiate themselves and attract shoppers seeking alternatives to Amazon.

Approximately half of consumers plan to purchase their holiday gifts from Amazon.