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That trust in AI comes with conditions: Consumers want to maintain oversight, especially when it comes to expensive products. 24% of respondents would be more likely to use digital shopping agents if they could review and approve all purchases. 47% are comfortable using AI assistants to buy household essentials鈥攁 low-stake category.

Online shopping is popular across all demographics, but the where and how differs by age, culture, and interests. Current purchasing behaviors can help retailers and brands target digital shoppers and anticipate new trends.

In the Philippines and emerging areas, educate new digital buyers and use rising platforms like Temu to shape shopping habits early. Sources. Bain & Company. National Bureau of Statistics of China.

US digital buyers are increasingly making purchases based on livestreams鈥攎eaning the space is primed for creators seeking additional monetization opportunities through sales commissions. Platforms like TikTok help creators collectively generate $10 million in daily revenues, a significant portion of which comes from smaller influencers.

Roughly 7 in 10 US digital buyers reported purchasing food or beverage products from Walmart in June, compared with 54% for Amazon, according to a June survey conducted for 蘑菇AV by Bizrate Insights. Amazon makes up ground: While Amazon鈥檚 grocery business hasn鈥檛 yet reached the scale of Walmart鈥檚, it鈥檚 nothing to sneeze at.

And even as some advertisers shift budgets, many still rely on the platform鈥檚 massive reach across key demographics driving digital buyer growth. Yes, but: While a TikTok ban would certainly cause disruption, this isn鈥檛 the first time a blackout has been threatened.

Podcasts maintain high penetration among key demographics like millennials and Gen Z, who represent the primary sources of digital buyer growth. Future brand success will depend on whether advertisers are able to successfully reach these audiences鈥攁nd podcasts hold massive potential, with ad revenues surging despite broader ad spending pullbacks.

Gen Z represents the primary source of digital buyer growth, followed by millennials鈥攁nd because these audiences often trust influencers over traditional ads, Lowe鈥檚 is tapping into a powerful channel for driving deeper engagement and long-term loyalty.

鈥淭hat meant ensuring the right relevancy algorithms were in place to protect the digital shopping experience.". In addition to Epsilon, H-E-B is working with Skai, a commerce media platform, to expand advertiser access and optimization capabilities. Looking forward, H-E-B plans to expand buying integrations and enhance platform reporting. This was originally featured in the Retail Daily newsletter.

AR reshapes the digital shopping experience. Virtual try-before-you-buy is revolutionizing how consumers interact with products in digital environments. By 2027, a quarter of all digital shoppers will engage with AR shopping, per our forecast. And by 2028, 78% of social network users are projected to interact with its shopping features.

And as nearly one-quarter of Gen Z鈥攖he predominant source of digital buyer growth鈥攊dentifies as LGBTQ+, engagement is essential for many. Brands that retract support for LGBTQ+ causes amid pressure risk losing consumer trust and loyalty.

US Digital Buyers by Demographic 2025 (蘑菇AV subscription required). US Hispanic Consumer Media Habits 2024 (蘑菇AV subscription required). Methodology: Data is from the April 2025 ThinkNow Research "Clicks vs. Carts: 2025 Shoppers Report." 1,500 US adults ages 18+ were surveyed online during March 3-16, 2025.

The first edition of our Global Digital Index offers a clear-eyed look at the digital shopping landscape in the Gulf Cooperation Council (GCC)鈥攏amely Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the UAE.

For digital shoppers, retailers can showcase convenience, delivery perks, and digital personalization. To connect the online and in-store experience, retailers can use services like click-and-collect or in-app shopping lists to help consumers move seamlessly between channels. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

The number will grow to 17.4 million by 2028, per our forecast鈥攁ccounting for over 39% of digital buyers, and nearly a third of the population. Social media plays an important role in discovery. Gen Z, in particular, is likely to discover new products through social media ads (60%) and influencer posts (46%), per AB Tasty.

Over 20% of US digital buyers are expected to make a purchase off a livestream in 2025鈥攁 figure that is expected to grow steadily in upcoming years. Livestreaming is becoming an increasingly popular form of shoppable media for US audiences, with 49 million US livestream retail ecommerce buyers in 2025. This figure is expected to exceed 60 million by 2028.

The platform reaches key audiences like Gen Z that drive digital buyer growth more than platforms like Pinterest and Facebook. Even with higher prices resulting from this shift, the majority of US advertisers are unlikely to cut TikTok ad spending entirely unless forced to.