U.S. branded vs. unbranded e-commerce traffic by vertical 2020

Brand awareness and consumer preference differ from vertical to vertical. Between January 2019 and June 2020, branded searches accounted for 45 percent of fashion e-commerce worldwide. In contrast, 98 percent of online shopping traffic in the gifts and flowers segment was unbranded.

Distribution of branded and unbranded e-commerce traffic in select verticals in the United States from January 2019 to June 2020

Characteristic	Branded	Non-branded
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Release date

July 2020

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Region

United States

Survey time period

January 2019 to June 2020

Supplementary notes

The source analyzed data from the 10 most popular e-commerce industries: General retailers; Fashion; Consumer electronics; Groceries and food; Health and beauty; Home and garden; Kids’ products; Gifts and flowers; Sport and outdoors; and Pets’ products.

The data from 2,000+ the most visited e-commerce websites globally was collected and analyzed (including data from, among others, US, UK, Australia, Germany, France, Spain, Italy, Russia, Brazil, and Japan).

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