Online shopping hits fresh record as consumers tap into AI tools

But 80% have concerns around accuracy, privacy and trust in recommendations when using AI to find and research goods and services.

Influencers and creators continue to be a source for product and brand discovery, research and comparison, with 68% of Australians seeking details from personalities online and 88% of 18- to 39-year-olds shopping via this method.

Overall, 30% use AI tools often when shopping, 31% sometimes, 16% rarely and 24% never. Half use the tools to compare prices, 45% to answer product questions or compare products and brands, 38% to summarise customer reviews, 37% to narrow down options before buying, 35% to find a cheaper option, 34% for product discovery and 31% to learn about new product categories.

But economic pressures and the rising cost of living have affected online shopping habits, with 71% of Australian online shoppers making different purchasing choices due to higher costs.

What they said: “The path to purchase is becoming far more fragmented, with Australians discovering and validating products across social platforms, creators, retailer channels and AI-powered tools,” Pureprofile CEO Martin Filz said.

“But while shopping behaviours are evolving quickly, the research shows trust and confidence still sit at the centre of decision-making. Consumers are embracing new ways to discover products, while continuing to cross-check information carefully before they buy,” Filz said.