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. This includes 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. This indicates that no single platform dominates the entire shopping funnel. Instead, brands face the challenge of influencing consumers across multiple channels while maintaining consistency and credibility.
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%). As traditional search traffic declines, the influence of AI-generated summaries grows — meaning structured data and trustworthy reviews are becoming key factors for visibility.
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. This underlines the role of trust signals, transparent product information, and reliable service.
Personalization also remains central. Consumers expect experiences that reflect their needs and context, not just generic offers. For e-commerce brands, this raises the bar for data-driven engagement.
Merchants Feel the Shift
Merchants like Smile Brilliant, a WooCommerce and Klaviyo customer, report that attracting and retaining audiences is becoming more difficult, aligning with the survey’s findings. Tools that help foster trust and optimize engagement are seen as increasingly necessary in this new climate.
The research was carried out by Atomik Research in June 2025, involving 6,021 respondents across four markets: the US, UK, Canada, and Australia. It examined motivations, friction points, loyalty drivers, and digital behaviors across demographics and income groups. You can get the full Commerce Insights 2025 report here.
