Dive Brief:

• According to a recent Episerver's report, 68% of online shoppers often or always compare their findings on other retailers' websites to what's available on Amazon.com. 

• The survey of 4,500 online shoppers also found that 32% of online shoppers begin their holiday shopping on Amazon and 18% of them start their search on Google. However, 43% of consumers begin their search for apparel on a brand or retailer's website, compared to Google (29%) or Amazon (30%), per the report. 

• Forty-seven percent of shoppers expect to buy few or none of their gifts from Amazon, but 42% of shoppers plan to buy all or most of their gifts through the e-commerce giant, according to the survey.

Dive Insight:

Episerver's report sheds light on Amazon's e-commerce dominance but also offers some avenues for other retailers to reclaim holiday territory. The report, for example, re-affirms previous research from Jumpshot indicating that more consumers search for products on Amazon than Google.

On the other hand, the report outlines the importance of content in attracting consumers. Episerver's survey found that 26% of shoppers enjoy the product information found on brands and retailers' websites compared to other shopping channels, adding that Amazon hasn't yet invested in useful content for consumers. The survey also found that 52% of shoppers have clicked on a social media influencer's product post on social media.

"Despite priding itself on customer-obsession, Amazon still lacks in areas like product education, inspirational content and fanatical customer service," Ed Kennedy, senior director of commerce at Episerver, said in a statement. "There's incredible opportunity for retailers to differentiate by providing customer-centric digital experiences that mirror face-to-face interactions through gift-giving suggestions, personalized messaging and a human approach to the holidays."

The report also reinforces the importance omnichannel will have this holiday season. While 39% of consumers like to shop online, 25% say they like to buy goods online and in-store an equal amount, and 31% expect a buy online, pick up in-store option.

While research from Shopkick predicted that Gen Z will be shopping 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. Regardless of retailers' target demographic, they'll need to be everywhere to compete with Amazon.