Originally published: B&T, 6 July 2026
According to new IAB Australia and Pureprofile research, creators are shaping discovery, loyalty programs are under scrutiny and AI still isn’t closing the sale.
The sixth wave of the annual Commerce & Discovery Report 2026 found that influencer and creator content across social media, video platforms and podcasts is influencing what shoppers notice and consider. Up to 68 per cent of Australian online shoppers use social media to discover, research or compare products and brands, rising to 88 per cent among those aged 18–39. Trust remains critical, with 86 per cent saying the reputation of the brand being promoted is at least somewhat important when acting on creator recommendations.
“The path to purchase is becoming far more fragmented, with Australians discovering and validating products across social platforms, creators, retailer channels and AI-powered tools. But while shopping behaviours are evolving quickly, the research shows trust and confidence still sit at the centre of decision-making. Consumers are embracing new ways to discover products, while continuing to cross-check information carefully before they buy,” said Pureprofile chief executive Martin Filz.
Despite tighter household budgets, online shopping has become more embedded in everyday life. More than a third of Australian online shoppers now shop online at least weekly, while 84 per cent shop online at least monthly. Grocery is also becoming a more regular online habit, with 55 per cent of Australian online shoppers buying groceries online at least monthly, up from 40 per cent in 2021.
The IAB Australia and Pureprofile Commerce & Discovery Report 2026 is based on a national survey of 1,079 Australians and 877 New Zealanders aged 18–70 who have shopped online at least once in the last 12 months.
