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Can GenAI Close the Gap BetweenOnline and In-Store Experiences? Retail’s Reality Check:Are You MeetingModern Expectations? Welcome to our fifth annual Commerce Relevance Report,a comprehensive look into the expectations, frustrations,and buying behaviors of today’s shoppers. We explorethe convergence of online and in-store experiences, thegrowing importance of trust, and the potential of GenerativeAI (GenAI) in shaping the future of retail. Today’s discerning shoppers expect aseamless blend of physical and digitalexperiences. They research online, buyoffline, and vice versa — demandingconvenience, personalization, andconsistency at every touchpoint. At thesame time, trust has become essential withconsumers increasingly cautious aboutsharing personal data and evaluating howbrands deliver on their promises. Based on insights from 4,000 U.S. andU.K. shoppers, we uncover: AHow shoppers search and navigateecommerce sites — and what drivesthem away.AHow hybrid shopping habits are blurringthe lines between online and in-storeexperiences.AHow GenAI can inspire confidence inshoppers when relevance, trust, andtransparency are prioritized.AWhy ecommerce runs on good searchand cutting corners is costly. This report offers a roadmap for brandsto bridge the gap between expectationand experience, build trust, andtransform intent into profitable, lastingsales success. Get the insights that matter most. Five Takeaways fromthis Year’s Survey Findings from our study of 4,000 respondents: GenAI Boosts Buyer Confidence The Social Shopping Disconnect are more likely to buywhen supported byGenAI-driven guidance. find products on socialmedia, but only 37% finishpurchases there. Digital Discovery Shapes Decisions Experience Outshines Efficiency share data for better dealswith trusted brands, seekingmore than transactions. research online beforebuying, even for itemsthey buy in-store. Bad Search Drives Shoppers Away abandon an ecommercesite when they can’t findwhat they need quickly. It All Starts andEndswith Search The search bar is still the undisputed starof the ecommerce experience. For 43%of shoppers with a goal in mind, their firstmove is heading straight to the search bar.But if search falls short, 72% of shopperswill leave with 53% turning to Google and36% heading straight to a competitor. When you visit a website with a specific goal in mind(whether to find a product, a service, or an answer)what’s the first thing you do? Search is your brand’s first and lastimpression, a make-or-break momentthat determines whether your brandearns loyalty or loses customers tocompetitors. A fast, intuitive experiencesignals that you understand customers’needs and value their time, while failureto deliver can end the journey before itstarts. This is especially true for Gen Z,Millennials, and shoppers from higher-income households who are quick tomove on if their expectations aren’t met. What do you do if a search on an ecommerce orwebsite search doesn’t yield the results you’re looking for? Let’s take a closer look at thoseexpectations, and see where digitalcommerce shines — and where itfalls short. Have Online ShoppingExperiences Lost Their Luster? Do you expect buying experiences to be better, equal to,or worse than traditional in-store shopping experiences? Better than in-store Shopper expectations have alwaysbeen high but keeping up with them isgrowing harder. While 90% of shoppersbelieve online experiences should atleast match or surpass the ease of in-storeshopping, confidence in ecommerce’sability to excel appears to be fading. This year, the data reveals a shift that’shard to ignore. The number of shopperswho believe online shopping shouldoutperform in-store experiences hasdropped from 47% to 40%, signalinga noticeable decline in confidence.Meanwhile, more shoppers — 50%,up from 44% — now expect parityrather than superiority. These changessuggest that consumers may betempering their expectations, likelyout of frustration with ecommerceexperiences that continue to fall short. Search and Product Discovery:A Persistent Pain Point When search and product discovery fail,frustration follows. Despite advancementsin ecommerce tech, clunky searchand navigation experiences continueto disrupt shoppers’ buying journeys. Of the following, which are the most frequentproduct discovery problems you have encounteredwhen buying online? Nearly half (43%) of shoppers reportissues with navigation or search,while 82% encounter broaderproblems from too many choices,difficulty finding what they need, andirrelevant recommendations, to slowsite experience, no stock availability,and not mobile friendly. These challenges erode trust and driveabandonment. Seventy percent ofshoppers have left websites due to poorproduct discovery, a stark reminder thatthere’s no room for disconnected oroutdated experiences. Shoppers demandrelevance and speed, and when searchand discovery don’t deliver, they arequick to seek alternatives. To mee