2025 Digitally Influenced Shopper Report

Digital is no longer just a sales channel — it’s the doorway to every purchase decision.

The Profitero+ 2025 Digitally Influenced Shopper report reveals how shoppers are navigating today’s fractured path to purchase. Discovery, credibility, and decisions are increasingly shaped by digital experiences — regardless of whether the transaction happens online or in-store.

This exclusive shopper insights study, based on 4,000 primary purchase decision-makers across US, UK, Germany & Canada, unpacks the critical role digital plays in driving all retail sales. From Gen Z’s Beauty discovery on TikTok and AI chatbots to the role of reviews in converting shoppers across categories, the report provides a roadmap for eCommerce and omnichannel leaders to act on now.

Our findings also uncover how shoppers evaluate value — and why brands need to prove it. The next generation of shoppers are comparing prices across retailer websites, reviewing content and availability in real time, and looking for proof of quality through social proof and search visibility.

Discover how digital drives loyalty, shapes value perception, and steers customers to — or away from — your products. Learn why success hinges not just on digital conversions but on how you influence the full journey. It’s time to rethink how we invest, plan, and measure impact in a digitally influenced retail world.

Download the full report now to learn more and for a playbook on how to talk to leadership about the true cost of underinvesting in digital.