Ad channels used by online retailers 2023

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It was found that more than eight in 10 online retailers that advertised their products or services did so in search engines. Social media advertising was used by 57 percent of advertising online retailers and affiliates by a little over 11 percent.

Share of online retailers advertising in selected digital channels worldwide 2nd quarter 2022 and 2nd quarter 2023

Characteristic	Q2 2022	Q2 2023
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Release date

September 2023

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Region

Worldwide

Survey time period

Q2 2022 and Q2 2023

Supplementary notes

Data presented here is based on a sample of 4.5 million products from over 15,000 channel feeds 2022 and 7.2 million products from over 16,000 channel feeds in 2023. The destination channels include Google Shopping, Facebook, Pinterest, Criteo, and Microsoft Advertising. The products in the data sample come from more than 50 different countries in 2022 and over 60 different countries in 2023 including Australia, Denmark, Germany, the Netherlands, Sweden, the United Kingdom, and the United States. The sample spans over 20 different e-commerce sectors including fashion, home & garden, furniture, beauty, electronics, automotive, pet supplies, and sporting goods.

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