We’ve all heard the stat — more shopping searches now start on sites like Amazon or TikTok than on traditional search engines. While the truth is a bit more nuanced, one thing is crystal clear — the realm of online search and discovery is no longer dominated by a single player (Google, we’re looking at you).
This is good news for platforms (besides Google), but what does it really mean for brands? The short answer is more opportunity, but also more complexity. As digital channels multiply and the customer journey expands across those channels, brands must now navigate an intricate ecosystem of the many places where shoppers are searching for them.
