Product discovery nonetheless largely occurs on marketplaces, with 37 p.c of shoppers beginning their buying journey there. In comparison with final yr, it is a lower of 10 p.c. 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 market integrator examines how shoppers use on-line marketplaces. In October 2025, not less than 4,500 on-line market buyers from the USA, the UK, France, Germany and the Netherlands have been surveyed.
Final yr, the earlier report confirmed that 47 p.c of internet buyers begin their seek for merchandise on marketplaces. These platforms have been used extra usually than serps or model web sites to find merchandise.
Consideration unfold throughout a number of channels
This yr, marketplaces are nonetheless used extra usually to find merchandise than serps and model web sites. Nevertheless, the report exhibits that buyers are more and more spreading their consideration throughout a number of channels, like search, social and AI assistants.
Solely 17% of buyers really feel snug finishing a purchase order by way of AI
When shoppers are researching merchandise, greater than half (58 p.c) of buyers use AI instruments. Moreover, greater than a 3rd have began a purchase order journey by means of this similar channel. However solely 17 p.c really feel snug finishing a purchase order by way of AI. For many shoppers, AI instruments are a analysis assistant, moderately than a shopping for agent.
53% of buyers evaluate product on a number of marketplaces
It isn’t shocking that buyers evaluate merchandise throughout a number of channels, provided that they’re energetic on many channels. As much as 53 p.c of buyers mentioned that they at all times or usually evaluate the identical product on a number of marketplaces. They browse a mean of three platforms earlier than shopping for.
Three in 5 buyers hesitate to purchase if a product has no opinions
Whereas evaluating a product, shoppers lose belief due to value variations and inconsistent product info throughout channels. Moreover, three in 5 buyers hesitate to purchase if a product has no opinions. In line with ChannelEngine, this means that social proof has turn into a requirement, moderately than nice-to-have.
Free delivery influences 91% of buyers
There are extra components that may affect whether or not a client will determine to purchase a product. Pricing stays vital, however so is free delivery. This was cited by 91 p.c of shoppers, together with supply velocity, availability and reliability. And sustainability was talked about by 65 p.c, making it rank considerably decrease in buy choices.
