E-Commerce Shoppers Turn Cautious, Cross-Platform, and AI-Driven

Consumer research from Woo and Klaviyo, surveying more than 6,000 respondents across the US, UK, Canada, and Australia, suggests that financial confidence is weakening and reshaping online shopping behavior. The data shows 43% of shoppers research products on one platform but purchase on another, highlighting more fragmented and deliberate purchase journeys.

Rather than being driven by convenience, consumers are increasingly focused on validation – comparing reviews, consulting multiple sources, and balancing both emotional and practical considerations before committing.

From Discovery to Validation

Discovery and validation are now happening in different places. For example, 55% of Gen Z consumers discover products on TikTok but often validate their choices on Amazon by checking reviews before buying.

AI Gains Traction in Product Search

The survey also points to a shift in how consumers find products online. Around 28% of shoppers already use AI tools for product discovery, with usage significantly higher among high earners (66%).

Trust and Personalization Take Priority

Economic caution has not reduced expectations. The study shows that 64% of consumers view reviews as the top driver of purchasing decisions, while 43% abandon purchases if product quality feels uncertain.

Merchants Feel the Shift

Merchants like Smile Brilliant, a WooCommerce and Klaviyo customer, report that attracting and retaining audiences is becoming more difficult. The research was carried out by Atomik Research in June 2025, involving 6,021 respondents across four markets. You can get the full Commerce Insights 2025 report here.