Consumers are increasingly shifting their shopping behaviorto marketplaces over brand and retailer websites, using thesedigital destinations for every phase of their purchase journey,from discovery to price comparison to conversion.In 2018, consumers spent a staggering $1.66 trillion globallyon the top 100 online marketplaces, generating 50% of globale-commerce sales for that year.1 Then, for the first time inhistory, the U.S. e-commerce market in 2019 surpassed 10% oftotal U.S. retail sales.2
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