Two thirds of global advertisers still view purchasing as a linear process
The purchase journey has evolved from a linear process to an “always-on” experience
Traditional advertising followed a simple path: consumers saw ads, evaluated products, then purchased in stores. Today, smartphones, virtual assistants, and social media have created perpetually connected consumers who discover brands throughout their daily lives. The concept of “going shopping” has evolved into an activity woven into every moment, from casual browsing and product research to purchases, reviews, and recommendations.
Despite this evolution, two-thirds of global advertisers still view purchasing as a linear funnel from awareness to purchase. This stage-based mindset is reflected in siloed budgets, disconnected KPIs, and separate team structures, preventing meaningful customer connections.
Amazon Ads partnered with Strat7 Crowd DNA on a comprehensive global study to understand this modern shopping journey, with results from 14,000 consumers across 11 countries.
This comprehensive view reveals how audiences now discover products, engage with brands, and establish loyalty. To reach customers effectively, advertisers should reconsider linear thinking and embrace the reality of the always-shopping consumer.
THE ERA OF
THE CONSTANT SHOPPING MINDSET
58%
Fifty-eight percent of Australian consumers often get sidetracked exploring products
71%
Seventy-one percent of Australian consumers think about shopping multiple times a week
Storefronts aren’t just physical destinations anymore; they’re accessible from our phones, laptops, tablets, and even our TV remotes. A podcast during the commute could have you browsing for a new skincare product; a midday livestream reveals the perfect office accessory; an evening cooking show inspires a grocery list. Fifty-eight percent (58%) of Australian shoppers often get sidetracked exploring products they weren’t originally seeking. This creates an overlapping network of purchase journeys, with consumers simultaneously considering multiple products at different stages.
This fluid journey means that 71% of Australian consumers think about shopping multiple times a week. This constant shopping mindset means brands need to be present throughout consumers’ lives and not just during dedicated moments.
THE EVOLUTION
FROM TRANSACTION TO EXPERIENCE
As the journey grows more fluid, it’s also becoming more satisfying. It might begin in a creator’s livestream, continue through a podcast ad, and conclude with a shoppable streaming spot. Beyond advertising, organic moments now drive decisions, screenshots in group chats, casual creator mentions, and community recommendations.
With consumers averaging 11.1 brand touchpoints before purchasing, they’re not just shopping differently; they’re experiencing brands in entirely new ways. Successful brands have adapted accordingly: they don’t just advertise; they entertain.
29%
say they rely more on tailored ads
33%
say it's easier to shop
29%
say they discover products more regularly
Precision moments
Categories like automotive, telecommunications, and consumer electronics have seen improvements in consumers' reliance on tailored ads and recommendations. This suggests that shoppers in these high-consideration categories, where consumers often seek out detailed product information and comparisons before making their purchase decisions, are finding value in approaches that feel more relevant and timely to their needs.
Effortless essentials
Household staples like beauty products, personal care items, and groceries have become notably easier to shop for in recent years, with frictionless, nearly instant delivery options available for many consumers around the world. Today, consumers can easily set up recurring purchases for products they use frequently—or ask virtual assistants to remind them when it’s time to restock.
Serendipitous discovery
Categories like financial services and insurance have become rich environments for brand discovery, where consumers have the opportunity to find new products and services through their everyday experiences. Whether following a favorite creator, watching a sponsored event, or engaging with streaming content, consumers are finding relevant offerings they hadn’t considered before, making discovery feel more natural.
ENTERTAINMENT
AND TECHNOLOGY ARE RESHAPING THE WAY WE MAKE PURCHASE DECISIONS
47%
Of Aussie consumers surveyed view entertainment as part of their path to purchase
53%
Say they have discovered brands and products while engaging with entertainment.
47%
Of consumers say they view brands more positively when they appear in their favourite content, signalling a shift from interruption to invitation marketing.
More consumers are finding inspiration in previously unlikely places, and it is becoming increasingly clear that entertainment and shopping are deeply intertwined. Half of surveyed consumers view entertainment as part of their path to purchase, and when immersed in their favourite content, they’re not just passively watching, 70% of Australian consumers take consideration actions like pausing content to look up products, screenshotting items, scanning QR codes, or adding products directly to their wish lists and carts.
The integration of shopping into entertainment has also changed how consumers view advertising: 47% of consumers say they view brands more positively when they appear in their favourite content, signaling a shift from interruption to invitation marketing.
“For brands, these entertainment moments represent genuine opportunities to connect with audiences while they’re already engaged and immersed in their favourite content. The key is to integrate in a way that elevates and complements the experience instead of interrupting it. At Amazon, we always work backwards from the customer, tapping into trillions of signals to unlock the insight that will create entertaining, relevant, and memorable experiences.”
HOW INNOVATIVE TECHNOLOGY
IS POWERING THE NEW CUSTOMER JOURNEY
Technology’s impact on consumers’ shopping journeys is evident with 92% of Australian consumers saying they have used at least one modern shopping technology, from tailored recommendations and interactive ads to AI shopping tools and livestream shopping. These technologies, which help make shopping feel more relevant and engaging, are no longer just add-ons but are becoming integral to the modern shopping experience.
89%
Tailored recommendations
92%
Interactive ads
70%
AI shopping tools
58%
Livestream shopping
“Australian audiences are showing us a new way forward. They’re already taking consideration actions while enjoying entertainment, and interactive ads are making it easier than ever. It’s no longer about a customer seeing an ad and remembering it; it’s about removing the friction between inspiration and action. With Prime Video interactive video ads, brands can choose from shoppable formats that drive conversion or discovery formats that boost consideration.”
