2026年消费者研究报告：什么让购物体验至关重要？

How can you make modern shoppers feel like they matter? Meet them with shoppingexperiences that matter. But what makes shopping experiences matter? Salsify’s annual consumer research survey reached nearly 3,000 shoppers across the U.S., U.K., and Canada to find out what makes shoppers tick across their buying journeys.(Or catch the ick. Hint: It’s inconsistent product content.) It starts with where shopperslike to discover and purchase new products — they’re on a walkabout, craving more Meet Shoppers WithConsistency, Dependability,Sensibility — and Yes,Maybe a Little AI markets still love to spend time online, with some entrusting product research to AI —though, the AI trust gap is looming. Meanwhile, shoppers might be spending less in other shoppers: They expect more from products, product detail pages (PDPs), and theirshopping experiences across both digital and physical shelves. Find out what thismeans and how to make these insights matter. Keep an eye out for these icons throughout the reportto get actionable insights that can help you guide your Consideration Awareness so you can understand shopper habits and anticipatetheir needs with more confidence. Online vs In-Store Shopping How Shoppers Determine Product Quality and Value This icon highlights helpful data-based tips, helping Shopping Cart Abandonment and Returns Gen Alpha and Household Spending conversion rates, and revenue growth. and Every Moment Matters This icon highlights emerging trends still in theirinfancy, allowing you to get ahead of the competition. Awareness How Shoppers Discover are spending online less frequently, which should come as nosurprise considering the economic shifts affecting price andproduct availability. Perhaps more unexpectedly is where themajority of shoppers find new products and brands. Physicalretail stores are the top discovery channel, which reinforces the Ecommerce Market Trends there compare to shoppers’ evolving online spending habits. After Brief Downswing of Total Global Retail Sales21% economy and trade-war-induced stresses on North America — global ecommerce sales areexpected to account for 21.1% of total retail sales in 2026, according to the “Worldwide Retail Will Come From Ecommercein 2026 This, along with the $6.88 trillion dollars in forecasted retail ecommerce sales worldwide, providesa more positive outlook on a market that appears poised to stabilize in the coming years. What Is the Impact of Global Trade Policies on Spending? Impact of Global Trade Policies: Shoppers ReduceSpending and Seek Lower-Priced Options prices, fewer options, different options, or some amalgamation of thethree. Their response includes price and product origin consciousnessin varying degrees. Shoppers are cautious, but not overly selective,comparing prices more carefully, reducing spending in certain product prioritize purchasing products that are domestically made. In a win forthe environment, one in five shoppers buys secondhand or from resaleplatforms more often. A Sharp Decline in Daily SpendingTariffs, consumer confidence, and other economic factors impacted online buying behavior this year, with notable declines in the number of daily and weekly shoppers. Daily online shoppingis down 12% year-over-year, dropping from 21% to 9%. That figure is fairly consistent among the TREND WATCH Is Secondhand Fashion and Luxury’s Rise aSilver Lining of Turbulent Global Trade? commitment to selectivity. Many are now choosing to buy online products less frequently,evidenced by the increases in once-per-month and several-times-per-year shoppers. fashion and luxury market is growing three times faster than the first-hand market.” to $360 billion by 2030. The market sits at $210 to $220 billion presently, and “resalealready accounts for 28% of the wardrobes of those surveyed.” to 80% of those surveyed. Millennials Lead the Way60% Millennials are the most frequent online shoppers,with more than 60% purchasing something at least once per week. 15%U.S. Shoppers Still Checking OutThe 15% of U.S. shoppers who shop online daily more thandouble the amount of U.K. (7%) and Canadian (5%) shopperswho buy products that frequently. Brand and Product Despite the range of online discovery options — including AIshopping tools — available, shoppers still like finding new productsand brands in-store. Coupled With a Social Surge primarily discover new products and brands, followed by onlinemarketplaces (57%), and social media (52%). Retail stores were the third-most-popular discovery channel last year, when marketplaces took the Keep an Eye on AI Nearly one in five shoppers discover new products and brandson AI search tools, such as ChatGPT and Gemini. Among U.S. shoppers, that number jumps to one in four. Webrooming and Showrooming Show Why Omnichannel MattersEstablishing a unified brand presence across every touchpoint is the foundation of omnichannel commerce, and webrooming and showrooming are two