A new study finds AI and mobile tools are reshaping shopping behavior faster than many retailers are adapting.
Consumers are using AI and mobile tools across more of the shopping journey, creating new pressure for retailers to improve discovery, payments and customer experience.
The Global Digital Shopping Index found that consumers now average 55 digital shopping days per month, up from 51 in 2024. Shoppers are browsing, comparing products, checking inventory and making purchases almost daily.
Nearly half of online shoppers used AI during their latest purchase journey, according to the report. ChatGPT usage for product research has also risen sharply, increasing from 2% to 30% in two years.
The report found that 64% of consumers expect to use AI shopping agents within the next two years, particularly for tasks such as product comparisons, loyalty program management and returns.
Mobile usage is also expanding inside stores. Consumers increasingly use their phones to check reviews, locate products, confirm stock and choose payment methods before completing a purchase.
The study also highlights a growing gap between customer expectations and retailer investment. Shoppers want features such as price matching, digital coupons, mobile product locators and flexible payment options, while many merchants are slowing investment in digital capabilities.
Payment choice remains especially important. Two-thirds of consumers said knowing their preferred payment method is accepted influences where they shop.
The findings suggest retailers may need to move faster as AI becomes a more common part of product discovery and purchase decisions.
