Discussion E-commerce Consumer Behavior

Is AI search actually changing how people shop? Seeing weird patterns in our purchase journey

EC
EcommerceAnalytics_Lisa · E-commerce Marketing Director
· · 134 upvotes · 10 comments
EL
EcommerceAnalytics_Lisa
E-commerce Marketing Director · January 4, 2026

Our purchase journey analytics are showing strange patterns. Customers seem to arrive with purchase decisions already made.

What we’re seeing:

Questions:

Looking for insights on AI’s impact on shopping behavior.

10 comments

10 Comments

CM
ConsumerResearch_Marcus Expert Consumer Behavior Analyst · January 4, 2026

AI is fundamentally changing the purchase journey. Here’s the data:

AI usage for purchase decisions:

Sector% Using AI for Purchase Research
Consumer Electronics55%
Financial Services45%
Travel48%
Wellness/Beauty42%
Apparel40%

The new purchase journey:

  1. Identify need
  2. Ask AI for recommendations (NEW phase)
  3. AI narrows options
  4. Visit 1-2 sites to confirm
  5. Purchase

vs. Traditional:

  1. Identify need
  2. Search broadly
  3. Visit 5-10 sites
  4. Compare extensively
  5. Purchase

The compression: AI does the comparison shopping. Users arrive pre-decided.

PE
ProductContent_Elena E-commerce Content Lead · January 3, 2026

Product content optimization for AI shopping:

What AI needs to recommend you:

  1. Specific features - Not vague benefits
  2. Honest pros/cons - AI values balanced info
  3. Use-case matching - “Best for X scenario”
  4. Pricing transparency - AI compares value
  5. Comparison data - How you stack up

Product page structure:

  • Lead with key differentiators
  • Clear specifications
  • Honest limitations
  • Ideal customer profile
  • Pricing and value context

The shift: From “convince the shopper” to “inform the AI that informs the shopper.”

EL
EcommerceAnalytics_Lisa OP E-commerce Marketing Director · January 3, 2026

This explains our data patterns. Key changes:

Content strategy:

Measurement:

Thanks for the insights!

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Frequently Asked Questions

How are AI assistants changing shopping behavior?
40-55% of consumers in key sectors now use AI search for purchasing decisions. Shoppers research options through AI conversation before visiting stores or sites. This compresses the consideration phase and changes what content influences purchase decisions.
What does this mean for e-commerce marketing?
Product information needs to be AI-friendly and comprehensive. Being recommended by AI during research phase is crucial. Traditional funnel content may matter less as AI synthesizes information for shoppers.
How should product content be optimized for AI shopping?
Include specific features, honest pros/cons, use-case recommendations, pricing transparency, and comparison information. AI needs comprehensive product data to make accurate recommendations to shoppers.

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