30% of Consumers Feel Guilty After Shopping on Amazon

30% of Consumers Feel Guilty After Shopping on Amazon

Many shoppers continue to use the online marketplace, despite their misgivings
Online shopping

With the economy slowly opening up, retailers may be eager to know how the coronavirus pandemic impacted shopping habits and what they can do to turn the tides.

After all, many consumers turned to well-known retailers like Amazon for their shopping needs amid the health crisis. However, new findings indicated this may change in the near future.

A recent survey from San Francisco-based software company Sitecore found that 30% of consumers felt guilty after shopping on Amazon, including 43% of Gen Zers and 37% of millennials. As a result, 40% of American consumers want to reduce the amount of shopping they do with the retailer.

Despite guilty consciences, consumers maintain old shopping habits

Gen Zers (53%) said they’re the most eager to cut back on their Amazon purchases, followed by:

  • Millennials (49%)
  • Gen Xers (36%)
  • Baby boomers (25%)

But despite their intentions, old habits die hard for these consumers. A separate survey from delivery experience management company Convey found that even though 95% of consumers understand the importance of supporting small businesses, 42% of them still bought most of their goods from Amazon.

Similarly, Sitecore found that nearly 7 in 10 respondents have Amazon Prime memberships, while 54% said that they typically check Amazon first before turning to search engines.

And perhaps due to the pandemic, many respondents reported shopping at the online marketplace at least once a week, including:

  • 49% of millennials
  • 40% of Gen Xers
  • 35% of Gen Zers
  • 17% of baby boomers

Shoppers want retailers to offer benefits similar to Amazon's

With this gap between consumer intentions and shopping habits, retailers looking to expand their customer base may now have an opportunity to do so with the right execution.

For instance, 70% of Gen Z and millennial respondents said some of their favorite brands used their online experience to build a deeper connection with them — one those brands can leverage.

Respondents also revealed what it would take for them to leave Amazon, with the top three reasons being:

  • Receiving low-quality goods (21%)
  • Having better choices from other retailers (21%)
  • Having a desire to support other retailers (12%)

Of course, this may be easier said than done, as smaller brands may have difficulty competing with Amazon's reputation for fast delivery and a straightforward shopping experience. A survey from e-commerce platform Scalefast found that consumers ranked online marketplaces like Amazon as more reliable than traditional retailers, local businesses and branded manufacturers.

Respondents did note that certain features would help them to consider other non-Amazon retailers. These included:

  • Providing an easier purchase experience (42%)
  • Offering purchase incentives and discounts (38%)
  • Offering same-day delivery (25%)

In fact, 41% of Gen Z respondents said they would move to a retailer that offered these benefits. Compared with older Americans, Gen Zers also revealed a greater desire to support a brand that:

  • Pays its fair share of taxes and contributes to the economy (38% versus 23%)
  • Follows fair labor practices and carries a positive track record in job creation (40% versus 24%)

Methodology: Sitecore commissioned Advanis to field an online survey of 2,142 Americans, conducted between March 30 and April 8, 2021. The generational breakdown of respondents was as follows:

  • Gen Zers: Born 1996-TBD
  • Millennials: Born 1977-1995
  • Gen Xers: Born 1965-1976
  • Baby boomers: Born 1946-1964