Product discovery nonetheless largely occurs on marketplaces, with 37 % of customers beginning their procuring journey there. In comparison with final yr, it is a lower of 10 %. Social platforms and AI assistants have elevated their share within the final 12 months.
These information come from ChannelEngine’s latest Market Purchasing Conduct Report 2026. This yearly report from {the marketplace} integrator examines how customers use on-line marketplaces. In October 2025, at the least 4,500 on-line market consumers from the US, the UK, France, Germany and the Netherlands had been surveyed.
Final yr, the earlier report confirmed that 47 % of web shoppers begin their seek for merchandise on marketplaces. These platforms had been used extra typically than search engines like google or model web sites to find merchandise.
Consideration unfold throughout a number of channels
This yr, marketplaces are nonetheless used extra typically to find merchandise than search engines like google and model web sites. Nevertheless, the report reveals that buyers are more and more spreading their consideration throughout a number of channels, like search, social and AI assistants.
Solely 17% of consumers really feel comfy finishing a purchase order through AI
When customers are researching merchandise, greater than half (58 %) of consumers use AI instruments. Moreover, greater than a 3rd have began a purchase order journey by this similar channel. However solely 17 % really feel comfy finishing a purchase order through AI. For many customers, AI instruments are a analysis assistant, somewhat than a shopping for agent.
53% of consumers evaluate product on a number of marketplaces
It’s not shocking that buyers evaluate merchandise throughout a number of channels, provided that they’re energetic on many channels. As much as 53 % of consumers mentioned that they all the time or typically evaluate the identical product on a number of marketplaces. They browse a median of three platforms earlier than shopping for.
Three in 5 consumers hesitate to purchase if a product has no critiques
Whereas evaluating a product, customers lose belief due to worth variations and inconsistent product info throughout channels. Moreover, three in 5 consumers hesitate to purchase if a product has no critiques. In response to ChannelEngine, this means that social proof has grow to be a requirement, somewhat than nice-to-have.
Free delivery influences 91% of consumers
There are extra elements that may affect whether or not a client will resolve to purchase a product. Pricing stays essential, however so is free delivery. This was cited by 91 % of customers, together with supply pace, availability and reliability. And sustainability was talked about by 65 %, making it rank considerably decrease in buy choices.
