According to new IAB Australia and Pureprofile research, creators are shaping discovery, loyalty programs are under scrutiny and AI still isn’t closing the sale.
The sixth wave of the annual Commerce & Discovery Report 2026 found that influencer and creator content across social media, video platforms and podcasts is influencing what shoppers notice and consider. Up to 68 per cent of Australian online shoppers use social media to discover, research or compare products and brands, rising to 88 per cent among those aged 18–39. Trust remains critical, with 86 per cent saying the reputation of the brand being promoted is at least somewhat important when acting on creator recommendations.
“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. 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,” said Pureprofile chief executive Martin Filz.
Retailer-owned channels and loyalty programs also continue to influence shopping behaviour. Retailer websites were the most frequently used retailer touchpoint, with 83 per cent of Australian online shoppers reading or looking at retailer websites often or sometimes. While 96 per cent of Australian online shoppers participate in retail loyalty programs, 47 per cent believe retailers receive more value from loyalty programs than consumers do.
While AI is now part of the shopping journey, shoppers are not handing purchase decisions over to AI. Approximately 60 per cent of online shoppers use AI-powered tools or features at least sometimes when shopping. Among shoppers aged 18–39, this rises to 75 per cent. However, among those using AI when shopping, 78 per cent use AI summaries for a quick answer and then click through to websites for more detail, while 74 per cent use AI as one of several sources rather than the only one. A further 80 per cent of online shoppers have some concern about using AI to find and research products.
Australian shoppers are doing more research before they buy, as cost-of-living pressure continues to shape where they spend and how they choose products, according to new research from IAB Australia and Pureprofile. The report found that 71 per cent of Australian online shoppers have changed their retail choices and spending because of rising costs, while 69 per cent rely on online research to feel confident before buying.
Despite tighter household budgets, online shopping has become more embedded in everyday life. More than a third of Australian online shoppers now shop online at least weekly, while 84 per cent shop online at least monthly. Grocery is also becoming a more regular online habit, with 55 per cent of Australian online shoppers buying groceries online at least monthly, up from 40 per cent in 2021.
The report shows shoppers are checking a wider mix of sources before they spend. Search engines and online retail stores remain central, with 92 per cent of online shoppers using one or the other to discover, research or compare products and brands. However, shoppers are also turning to AI tools, reviews, social media, creators, marketplaces, retailer websites, catalogues, apps and loyalty programs to compare options and reduce the risk of making the wrong purchase.
“Australians are still under pressure, and that is changing the way they shop. They are more careful and considered, looking both for value and confidence before they spend. They are researching and comparing more and validating information across more sources,” said IAB Australia chief executive Gai Le Roy.
The IAB Australia and Pureprofile Commerce & Discovery Report 2026 is based on a national survey of 1,079 Australians and 877 New Zealanders aged 18–70 who have shopped online at least once in the last 12 months.
