Brands Shift Away From Owned Sales Channels for Holidays
New survey data reveals a decline in plans to use brand-owned websites and physical stores this upcoming holiday season.
Updated on Oct. 26, 2026 in Retail
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Brands and retailers are scaling back their reliance on owned e-commerce sites and brick-and-mortar stores for the 2026 holiday season. Compared to 2025 levels, planned usage of these proprietary channels has dropped significantly among survey participants.
Why it matters
The pivot suggests a broader industry move toward third-party and social commerce platforms as primary sales drivers during the peak holiday period. While many retailers still value these owned channels, the strategic focus appears to be diversifying beyond traditional brand-controlled touchpoints.
Survey data shows 46% of brands plan to use owned e-commerce sites and 60% will use physical stores for the 2026 holiday season, down from 69% and 84% respectively in 2025. Meanwhile, 33% of retailers plan to sell through Amazon and 21% via TikTok Shop.
The players
Glossy
This media organization covers the intersection of fashion, luxury, and technology, providing industry analysis and research on shifting consumer and retail trends.
Amazon
As a global e-commerce and cloud computing giant, this company serves as a major third-party marketplace where many retail brands list products.
TikTok Shop
This social commerce platform allows brands to integrate product sales directly into the social media experience for users.
The details
Despite the decline in planned usage, a majority of respondents still acknowledge the importance of their direct channels during the holiday push. Specifically, 67% of brands cited growth in the importance of physical stores, while 49% noted a similar rise for e-commerce sites.
Timeline
2024 marked the year owned sales channels began holding top spots for retailers.
2025 serves as the comparison baseline for the decline in owned channel usage.
2026 holiday season is the period for which the brand sales channel usage was surveyed.
Market Landscape
The shift highlights how the rise of social commerce platforms, as tracked by Glossy research, is compelling brands to rethink their distribution strategies. By diversifying into third-party ecosystems, companies are attempting to capitalize on the increasing influence of social media in the holiday retail cycle.
Shoppers may notice a larger portion of their favorite products being promoted or sold via third-party marketplaces and social media apps rather than proprietary websites. This change in brand strategy could lead to more integrated shopping experiences but may also alter which platforms offer exclusive holiday deals.
The takeaway
Retailers are increasingly diversifying their sales strategies to capture holiday spending outside of traditional, company-owned digital storefronts. Consumers should expect to see more shopping opportunities integrated directly into social media and third-party marketplace platforms this season.
Further reading
For more industry insights, visit the Retail section for ongoing coverage of shifting sales strategies.
Source note: This article includes information reported by Glossy.
Live Poll
Do you prefer buying holiday gifts directly from brand websites over using large online marketplaces?
