The 2026 Digitally Influenced Shopper Report
Understanding the evolution from digital influence to AI assistance.
The same principles that win on the shelf and online now need to work through AI assistants.
Our 2026 study surveyed 5,000 household decision-makers across five regions:
What's new in this year's study?
% of shoppers that research products online while shopping in-store
To stay top of mind at the shelf, brands need products that are easy to find, easy to evaluate and consistently visible throughout the shopper journey.
Strong content and search visibility don't just drive eCommerce sales — they shape purchase decisions wherever they happen.
% of shoppers that regularly use AI assistants when making purchasing decisions
AI assistants are becoming a new layer between shoppers and products, helping research and validate purchase decisions.
To remain competitive, brands need to ensure key product information is complete and accurate for shoppers and AI to interpret.
% of shoppers that always do additional research on retailer websites/apps after AI recommendations
AI assistants are reshaping the shopper journey, but the PDP remains the critical point of validation before purchase.
Shoppers continue to rely on product detail pages for the trust signals that build confidence.