Consumers are Using AI Tools for Product Research

According to ChannelEngine’s “Marketplace Shopping Behavior Report” for 2026, AI tools are influencing how consumers research products, but online marketplaces still remain the primary starting point for many shoppers. However, there is a noticeable shift toward a multichannel shopping experience, as consumers spread their product research across multiple channels, including search engines, social platforms, and AI assistants.

AI Tools Gaining Popularity in Product Research

Based on survey data from 4,500 online marketplace shoppers in the United States, the United Kingdom, France, Germany, and the Netherlands, ChannelEngine’s report revealed that 58% of consumers are now using AI tools to assist with product research. This marks a significant shift as AI assistants have become an essential research companion for many shoppers. However, despite the growing use of AI in product discovery, only 17% of consumers stated they felt comfortable completing a purchase via AI. For most consumers, AI continues to be a research assistant rather than a purchasing tool.

Marketplace Usage Declined, But Still Dominates Product Discovery

Despite the increasing use of AI and social platforms, marketplaces still remain the most common starting point for product discovery, with 37% of consumers beginning their shopping journey there. This represents a 10% decline from the previous year, when 47% of shoppers started their journey on marketplaces. The shift towards a more diverse shopping experience shows that consumers are increasingly using multiple tools to guide their purchase decisions.

According to the report, 53% of consumers stated they compare the same product across multiple marketplaces. This behavior aligns with the trend of using multiple channels for product research, indicating that consumers browse an average of three platforms before making a purchase.

Social Proof and Free Shipping Impact Shopping Decisions

Trust remains a critical factor in the purchasing process, as 60% of consumers hesitate to buy a product if it lacks reviews. The importance of social proof is evident, as many consumers lose trust in a product without customer feedback, making reviews a necessity rather than a luxury.

When it comes to the final purchasing decision, free shipping still plays a significant role, with 91% of consumers considering it an important factor. Along with free shipping, delivery speed, product availability, and reliability are also major factors in consumer decisions. While sustainability is important for some, it is a lower priority for 65%, indicating that environmental concerns have not yet become a major factor in purchasing decisions.

AI Tools Will Continue to Play a Role in Product Research

As online shopping evolves, businesses will need to adapt to the changing landscape. While AI tools and social media platforms become increasingly integrated into the shopping journey, marketplaces continue to be the starting point for product discovery. Understanding how consumers navigate between channels and which factors influence their purchasing decisions will be key to staying competitive in the increasingly complex e-commerce environment.

The rise of AI as a product research tool, combined with the continued importance of reviews and free shipping, highlights the significance of building trust and providing convenience in online retail. The future of e-commerce lies in the ability to seamlessly integrate these various touchpoints and offer a personalized shopping experience.

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