1. Google Search is the first place for discovery<\/strong><\/h4>\n\n\n\nWhen it comes to starting an online shopping journey, Google Search is still king. Nearly two-thirds (63%) of global shoppers begin their hunt for a new product or service with a Google search. <\/p>\n\n\n\n
This underscores the ongoing importance of SEO for e-commerce brands. If your product pages aren\u2019t optimized, you risk missing out on a massive audience at the very first step of their journey.<\/p>\n\n\n\n![\"\"](\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/06\/Pollfish-blog-images.png\")
<\/figure>\n\n\n\n2. Mobile takes over, but desktop still matters<\/strong><\/h4>\n\n\n\nBy the end of 2024, smartphones accounted for nearly 80% of global retail site traffic<\/a> and over two-thirds of online orders. Mobile is now the primary device for browsing and purchasing in categories like clothing, cosmetics, and entertainment. <\/p>\n\n\n\nHowever, desktop still plays a significant role in sectors such as travel and utilities, especially among older generations. Brands should continue to prioritize mobile-first design<\/a>, but not neglect the desktop experience\u2014especially for high-consideration purchases.<\/p>\n\n\n\n[sliderpro id=”108″]<\/div>\n\n\n\n3. Millennials vs. Gen Z: Mobile app habits<\/strong><\/h4>\n\n\n\nGenerational differences are shaping the future of e-commerce. For Gen Z, mobile apps are the second most popular starting point for shopping (48%), just behind Google. Millennials, on the other hand, split their preference between apps and brand websites (both at 35%). This means younger shoppers are more likely to use apps for discovery, while Millennials are equally comfortable with apps and direct website visits. <\/p>\n\n\n\n
Brands need more than just a mobile presence to capture Gen Z’s attention. They need apps built for exploration, speed, and flexibility. With Feature Experimentation<\/a> and Rollouts<\/a> from Wingify, teams can continuously test and optimize in-app experiences without a full redeploy, ensuring their app evolves alongside user expectations.<\/p>\n\n\n\n![\"\"](\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/06\/Pollfish-blog-images-1.png\")
<\/figure>\n\n\n\n4. Comparison shoppers lead the pack<\/strong><\/h4>\n\n\n\nNot all online shoppers are the same. Our research found that the most common shopper persona is \u201ccomparison-oriented\u201d\u201430% of respondents compare multiple products before making a purchase. Only 11% identify as \u201cspeedy\u201d shoppers who want to check out as quickly as possible. The rest fall somewhere in between, with 21% being \u201creview-oriented,\u201d 20% \u201cconfident,\u201d and 18% \u201cdetail-oriented.\u201d This diversity highlights the need for flexible site experiences that cater to different decision-making styles.<\/p>\n\n\n\n
If one size doesn\u2019t fit all, then understanding your audience<\/a> is the first step to building experiences that truly convert.<\/p>\n\n\n\n![\"\"](\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/06\/Pollfish-type-of-shopper.png\")
<\/figure>\n\n\n\n5. Reviews are more influential than discounts or brand names<\/strong><\/h4>\n\n\n\nWhen it comes to influencing purchase decisions, high-quality reviews top the list globally. Shoppers trust peer validation more than discounts, convenience, or even brand names. Written testimonials and customer photos are especially valued, providing the authenticity and detail shoppers crave. <\/p>\n\n\n\n
Make sure your reviews are visible, filterable, and packed with real customer insights to boost trust and conversions.<\/p>\n\n\n\n![\"\"](\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/06\/Pollfish-blog-reviews.png\")
<\/figure>\n\n\n\n\n\nE-commerce moves fast. Get the insights that help you move faster. Download the 2025 report now.<\/h2>\n\n\n\n\nGET THE REPORT<\/a><\/div>\n<\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n6. The pop-up problem hurting conversions<\/strong><\/h4>\n\n\n\nThink you’re converting more by hitting new visitors with an email sign-up pop-up right away? Think again.<\/p>\n\n\n\n
Too many pop-ups are the number one frustration for online shoppers worldwide, followed closely by slow-loading websites and difficulty finding products. While pop-ups can be effective for capturing leads or promoting offers, overuse can drive customers away. Use them strategically and ensure your site is fast and easy to navigate to keep shoppers engaged.<\/p>\n\n\n\n![\"\"](\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/06\/Pollfish-frustration.png\")
<\/figure>\n\n\n\n7. Loyalty is the key to better personalization<\/strong><\/h4>\n\n\n\nPersonalization is more than just a buzzword\u2014it\u2019s a key driver of customer satisfaction and loyalty. The top way to make online shopping feel more personal, according to 35% of respondents, is by rewarding brand loyalty. Remembering preferences and suggesting relevant products also rank highly. <\/p>\n\n\n\n
Brands that recognize and reward repeat customers with exclusive perks or early access to new products can turn shoppers into advocates.<\/p>\n\n\n\n![\"\"](\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/06\/Pollfish-personal.png\")
<\/figure>\n\n\n\n8. AI adoption is growing, especially among younger shoppers<\/strong><\/h4>\n\n\n\nAI-powered tools like chatbots and virtual assistants are gaining traction, but there\u2019s still room for improvement. Just under a quarter (23%) of shoppers have used AI tools and found them helpful, while 32% haven\u2019t tried them but are open to it. Younger generations are more receptive: 32% of Gen Z and 30% of Millennials found AI tools helpful, compared to just 13% of Baby Boomers. <\/p>\n\n\n\n
To win over skeptics, brands need to ensure AI support is fast, relevant, and seamlessly integrated with human assistance.<\/p>\n\n\n\n
[sliderpro id=”109″]<\/div>\n\n\n\n9. Shoppers just want frictionless experiences<\/strong><\/h4>\n\n\n\nWhen asked what would most improve their online shopping experience, the top answer was simple: removing frustrations like pop-ups, bugs, and broken pages. Tracking shipping, improving product search, and speeding up the shopping process were also highly valued. <\/p>\n\n\n\n
Before investing in flashy features, brands should focus on getting the basics right\u2014smooth, intuitive journeys are what keep customers coming back.<\/p>\n\n\n\n![\"\"](\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/06\/Pollfish-impact.png\")
<\/figure>\n\n\n\n10. The gap between personalization and perception<\/strong><\/h4>\n\n\n\nPersonalization is supposed to make shoppers feel seen\u2014but only 1 in 10 consumers say their favorite brands truly \u201cget\u201d them. In fact, the most common answer was \u201csomewhat,\u201d as 39% of respondents said the messages and offers they receive are hit or miss. Another 34% said brands mostly deliver relevant content, but not always. For the majority, the digital experience feels inconsistent. <\/p>\n\n\n\n
When personalization doesn\u2019t land, it can come off as surface-level or even off-putting. The takeaway? Personalization isn\u2019t just about using data\u2014it\u2019s about using it meaningfully, so relevance feels intentional, not accidental.<\/p>\n\n\n\n![\"\"](\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/06\/Pollfish-impact-1.png\")
<\/figure>\n\n\n\nConclusion<\/strong><\/h3>\n\n\n\nThe bar for digital shopping experiences keeps rising, and today\u2019s consumers are quicker than ever to click away when expectations aren\u2019t met. <\/p>\n\n\n\n
From discovery to checkout, each step in the customer journey has the potential to shape customer loyalty and long-term value. Our 2025 E-commerce Consumer report dives even deeper into generational trends, regional differences, and actionable strategies for optimizing your digital experience.<\/p>\n\n\n\n
Ready to future-proof your e-commerce strategy? Download our report \u201cDecoding Online Shopping: Consumer Trends for E-commerce in 2025\u201d<\/a><\/strong> now.<\/p>\n\n\n\n
<\/figure>\n\n\n\n2. Mobile takes over, but desktop still matters<\/strong><\/h4>\n\n\n\nBy the end of 2024, smartphones accounted for nearly 80% of global retail site traffic<\/a> and over two-thirds of online orders. Mobile is now the primary device for browsing and purchasing in categories like clothing, cosmetics, and entertainment. <\/p>\n\n\n\nHowever, desktop still plays a significant role in sectors such as travel and utilities, especially among older generations. Brands should continue to prioritize mobile-first design<\/a>, but not neglect the desktop experience\u2014especially for high-consideration purchases.<\/p>\n\n\n\n[sliderpro id=”108″]<\/div>\n\n\n\n3. Millennials vs. Gen Z: Mobile app habits<\/strong><\/h4>\n\n\n\nGenerational differences are shaping the future of e-commerce. For Gen Z, mobile apps are the second most popular starting point for shopping (48%), just behind Google. Millennials, on the other hand, split their preference between apps and brand websites (both at 35%). This means younger shoppers are more likely to use apps for discovery, while Millennials are equally comfortable with apps and direct website visits. <\/p>\n\n\n\n
Brands need more than just a mobile presence to capture Gen Z’s attention. They need apps built for exploration, speed, and flexibility. With Feature Experimentation<\/a> and Rollouts<\/a> from Wingify, teams can continuously test and optimize in-app experiences without a full redeploy, ensuring their app evolves alongside user expectations.<\/p>\n\n\n\n<\/figure>\n\n\n\n4. Comparison shoppers lead the pack<\/strong><\/h4>\n\n\n\nNot all online shoppers are the same. Our research found that the most common shopper persona is \u201ccomparison-oriented\u201d\u201430% of respondents compare multiple products before making a purchase. Only 11% identify as \u201cspeedy\u201d shoppers who want to check out as quickly as possible. The rest fall somewhere in between, with 21% being \u201creview-oriented,\u201d 20% \u201cconfident,\u201d and 18% \u201cdetail-oriented.\u201d This diversity highlights the need for flexible site experiences that cater to different decision-making styles.<\/p>\n\n\n\n
If one size doesn\u2019t fit all, then understanding your audience<\/a> is the first step to building experiences that truly convert.<\/p>\n\n\n\n<\/figure>\n\n\n\n5. Reviews are more influential than discounts or brand names<\/strong><\/h4>\n\n\n\nWhen it comes to influencing purchase decisions, high-quality reviews top the list globally. Shoppers trust peer validation more than discounts, convenience, or even brand names. Written testimonials and customer photos are especially valued, providing the authenticity and detail shoppers crave. <\/p>\n\n\n\n
Make sure your reviews are visible, filterable, and packed with real customer insights to boost trust and conversions.<\/p>\n\n\n\n<\/figure>\n\n\n\n\n\nE-commerce moves fast. Get the insights that help you move faster. Download the 2025 report now.<\/h2>\n\n\n\n\nGET THE REPORT<\/a><\/div>\n<\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n6. The pop-up problem hurting conversions<\/strong><\/h4>\n\n\n\nThink you’re converting more by hitting new visitors with an email sign-up pop-up right away? Think again.<\/p>\n\n\n\n
Too many pop-ups are the number one frustration for online shoppers worldwide, followed closely by slow-loading websites and difficulty finding products. While pop-ups can be effective for capturing leads or promoting offers, overuse can drive customers away. Use them strategically and ensure your site is fast and easy to navigate to keep shoppers engaged.<\/p>\n\n\n\n<\/figure>\n\n\n\n7. Loyalty is the key to better personalization<\/strong><\/h4>\n\n\n\nPersonalization is more than just a buzzword\u2014it\u2019s a key driver of customer satisfaction and loyalty. The top way to make online shopping feel more personal, according to 35% of respondents, is by rewarding brand loyalty. Remembering preferences and suggesting relevant products also rank highly. <\/p>\n\n\n\n
Brands that recognize and reward repeat customers with exclusive perks or early access to new products can turn shoppers into advocates.<\/p>\n\n\n\n<\/figure>\n\n\n\n8. AI adoption is growing, especially among younger shoppers<\/strong><\/h4>\n\n\n\nAI-powered tools like chatbots and virtual assistants are gaining traction, but there\u2019s still room for improvement. Just under a quarter (23%) of shoppers have used AI tools and found them helpful, while 32% haven\u2019t tried them but are open to it. Younger generations are more receptive: 32% of Gen Z and 30% of Millennials found AI tools helpful, compared to just 13% of Baby Boomers. <\/p>\n\n\n\n
To win over skeptics, brands need to ensure AI support is fast, relevant, and seamlessly integrated with human assistance.<\/p>\n\n\n\n
[sliderpro id=”109″]<\/div>\n\n\n\n9. Shoppers just want frictionless experiences<\/strong><\/h4>\n\n\n\nWhen asked what would most improve their online shopping experience, the top answer was simple: removing frustrations like pop-ups, bugs, and broken pages. Tracking shipping, improving product search, and speeding up the shopping process were also highly valued. <\/p>\n\n\n\n
Before investing in flashy features, brands should focus on getting the basics right\u2014smooth, intuitive journeys are what keep customers coming back.<\/p>\n\n\n\n<\/figure>\n\n\n\n10. The gap between personalization and perception<\/strong><\/h4>\n\n\n\nPersonalization is supposed to make shoppers feel seen\u2014but only 1 in 10 consumers say their favorite brands truly \u201cget\u201d them. In fact, the most common answer was \u201csomewhat,\u201d as 39% of respondents said the messages and offers they receive are hit or miss. Another 34% said brands mostly deliver relevant content, but not always. For the majority, the digital experience feels inconsistent. <\/p>\n\n\n\n
When personalization doesn\u2019t land, it can come off as surface-level or even off-putting. The takeaway? Personalization isn\u2019t just about using data\u2014it\u2019s about using it meaningfully, so relevance feels intentional, not accidental.<\/p>\n\n\n\n<\/figure>\n\n\n\nConclusion<\/strong><\/h3>\n\n\n\nThe bar for digital shopping experiences keeps rising, and today\u2019s consumers are quicker than ever to click away when expectations aren\u2019t met. <\/p>\n\n\n\n
From discovery to checkout, each step in the customer journey has the potential to shape customer loyalty and long-term value. Our 2025 E-commerce Consumer report dives even deeper into generational trends, regional differences, and actionable strategies for optimizing your digital experience.<\/p>\n\n\n\n
Ready to future-proof your e-commerce strategy? Download our report \u201cDecoding Online Shopping: Consumer Trends for E-commerce in 2025\u201d<\/a><\/strong> now.<\/p>\n\n\n\n
However, desktop still plays a significant role in sectors such as travel and utilities, especially among older generations. Brands should continue to prioritize mobile-first design<\/a>, but not neglect the desktop experience\u2014especially for high-consideration purchases.<\/p>\n\n\n\n Generational differences are shaping the future of e-commerce. For Gen Z, mobile apps are the second most popular starting point for shopping (48%), just behind Google. Millennials, on the other hand, split their preference between apps and brand websites (both at 35%). This means younger shoppers are more likely to use apps for discovery, while Millennials are equally comfortable with apps and direct website visits. <\/p>\n\n\n\n Brands need more than just a mobile presence to capture Gen Z’s attention. They need apps built for exploration, speed, and flexibility. With Feature Experimentation<\/a> and Rollouts<\/a> from Wingify, teams can continuously test and optimize in-app experiences without a full redeploy, ensuring their app evolves alongside user expectations.<\/p>\n\n\n\n Not all online shoppers are the same. Our research found that the most common shopper persona is \u201ccomparison-oriented\u201d\u201430% of respondents compare multiple products before making a purchase. Only 11% identify as \u201cspeedy\u201d shoppers who want to check out as quickly as possible. The rest fall somewhere in between, with 21% being \u201creview-oriented,\u201d 20% \u201cconfident,\u201d and 18% \u201cdetail-oriented.\u201d This diversity highlights the need for flexible site experiences that cater to different decision-making styles.<\/p>\n\n\n\n If one size doesn\u2019t fit all, then understanding your audience<\/a> is the first step to building experiences that truly convert.<\/p>\n\n\n\n When it comes to influencing purchase decisions, high-quality reviews top the list globally. Shoppers trust peer validation more than discounts, convenience, or even brand names. Written testimonials and customer photos are especially valued, providing the authenticity and detail shoppers crave. <\/p>\n\n\n\n Make sure your reviews are visible, filterable, and packed with real customer insights to boost trust and conversions.<\/p>\n\n\n\n Think you’re converting more by hitting new visitors with an email sign-up pop-up right away? Think again.<\/p>\n\n\n\n Too many pop-ups are the number one frustration for online shoppers worldwide, followed closely by slow-loading websites and difficulty finding products. While pop-ups can be effective for capturing leads or promoting offers, overuse can drive customers away. Use them strategically and ensure your site is fast and easy to navigate to keep shoppers engaged.<\/p>\n\n\n\n Personalization is more than just a buzzword\u2014it\u2019s a key driver of customer satisfaction and loyalty. The top way to make online shopping feel more personal, according to 35% of respondents, is by rewarding brand loyalty. Remembering preferences and suggesting relevant products also rank highly. <\/p>\n\n\n\n Brands that recognize and reward repeat customers with exclusive perks or early access to new products can turn shoppers into advocates.<\/p>\n\n\n\n AI-powered tools like chatbots and virtual assistants are gaining traction, but there\u2019s still room for improvement. Just under a quarter (23%) of shoppers have used AI tools and found them helpful, while 32% haven\u2019t tried them but are open to it. Younger generations are more receptive: 32% of Gen Z and 30% of Millennials found AI tools helpful, compared to just 13% of Baby Boomers. <\/p>\n\n\n\n To win over skeptics, brands need to ensure AI support is fast, relevant, and seamlessly integrated with human assistance.<\/p>\n\n\n\n When asked what would most improve their online shopping experience, the top answer was simple: removing frustrations like pop-ups, bugs, and broken pages. Tracking shipping, improving product search, and speeding up the shopping process were also highly valued. <\/p>\n\n\n\n Before investing in flashy features, brands should focus on getting the basics right\u2014smooth, intuitive journeys are what keep customers coming back.<\/p>\n\n\n\n Personalization is supposed to make shoppers feel seen\u2014but only 1 in 10 consumers say their favorite brands truly \u201cget\u201d them. In fact, the most common answer was \u201csomewhat,\u201d as 39% of respondents said the messages and offers they receive are hit or miss. Another 34% said brands mostly deliver relevant content, but not always. For the majority, the digital experience feels inconsistent. <\/p>\n\n\n\n When personalization doesn\u2019t land, it can come off as surface-level or even off-putting. The takeaway? Personalization isn\u2019t just about using data\u2014it\u2019s about using it meaningfully, so relevance feels intentional, not accidental.<\/p>\n\n\n\n The bar for digital shopping experiences keeps rising, and today\u2019s consumers are quicker than ever to click away when expectations aren\u2019t met. <\/p>\n\n\n\n From discovery to checkout, each step in the customer journey has the potential to shape customer loyalty and long-term value. Our 2025 E-commerce Consumer report dives even deeper into generational trends, regional differences, and actionable strategies for optimizing your digital experience.<\/p>\n\n\n\n Ready to future-proof your e-commerce strategy? Download our report \u201cDecoding Online Shopping: Consumer Trends for E-commerce in 2025\u201d<\/a><\/strong> now.<\/p>\n\n\n\n3. Millennials vs. Gen Z: Mobile app habits<\/strong><\/h4>\n\n\n\n
<\/figure>\n\n\n\n4. Comparison shoppers lead the pack<\/strong><\/h4>\n\n\n\n
<\/figure>\n\n\n\n5. Reviews are more influential than discounts or brand names<\/strong><\/h4>\n\n\n\n
<\/figure>\n\n\n\nE-commerce moves fast. Get the insights that help you move faster. Download the 2025 report now.<\/h2>\n\n\n\n
6. The pop-up problem hurting conversions<\/strong><\/h4>\n\n\n\n
<\/figure>\n\n\n\n7. Loyalty is the key to better personalization<\/strong><\/h4>\n\n\n\n
<\/figure>\n\n\n\n8. AI adoption is growing, especially among younger shoppers<\/strong><\/h4>\n\n\n\n
9. Shoppers just want frictionless experiences<\/strong><\/h4>\n\n\n\n
<\/figure>\n\n\n\n10. The gap between personalization and perception<\/strong><\/h4>\n\n\n\n
<\/figure>\n\n\n\nConclusion<\/strong><\/h3>\n\n\n\n