For the sixth consecutive year in Australia and the third year in New Zealand, we’ve partnered with IAB Australia to explore how shoppers discover, research and buy in an increasingly complex retail landscape.
Despite ongoing cost-of-living pressures, online shopping is firmly embedded in everyday behaviour. But the path to purchase is becoming increasingly fragmented, with shoppers moving across search, retailer websites, marketplaces, reviews, social media, creators and AI-powered tools to discover, research and compare products before making a purchase.
While shopping behaviours continue to evolve, trust remains at the centre of decision-making. Consumers are embracing new ways to discover products while continuing to validate information through multiple sources before they buy. The report also explores the growing influence of retailer-owned channels and loyalty programs, highlighting the importance of delivering value, transparency and consistent experiences across every touchpoint.
We surveyed more than 1,900 Australians and New Zealanders who had shopped online at least once in the previous 12 months to understand the behaviours, motivations and touchpoints shaping today’s retail and commerce landscape.
Download the full report to uncover:
- How shoppers discover, research, compare and validate products across an increasingly fragmented path to purchase.
- The impact of cost-of-living pressures on spending habits, retail choices and channel preferences.
- How AI is becoming part of the shopping journey while consumers continue to verify information through trusted sources.
- The growing role of search, social media, creators, retailer-owned channels and loyalty programs in influencing purchase decisions.
- Opportunities for brands to build trust and strengthen customer relationships through more relevant, connected experiences.
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