58% of Consumers Use AI Tools to Research Products

Why It Matters

The findings highlight a rapid shift toward AI‑driven research and a fragmented discovery landscape, forcing brands to adapt omnichannel strategies and prioritize trust signals like reviews and free shipping to stay competitive.

Key Takeaways

• 58% shoppers use AI tools for product research
• Marketplace starts drop to 37%, down 10% YoY
• Only 17% comfortable completing purchase via AI
• 53% compare products across multiple marketplaces
• 91% influenced by free shipping offers

Pulse Analysis

The 2026 ChannelEngine report underscores a pivotal transition in how consumers locate products online. While marketplaces remain the top discovery venue, their dominance is eroding as shoppers allocate more time to search engines, social media, and AI assistants. The 58% adoption rate for AI research tools signals that conversational agents are becoming integral to the early stages of the buying cycle, yet the low 17% comfort level for AI‑driven checkout reveals a lingering trust gap that retailers must bridge through transparent interfaces and clear value propositions.

Trust factors are reshaping purchase decisions. With 53% of shoppers regularly comparing the same item across three or more marketplaces, price variance and inconsistent product data can quickly erode confidence. The report shows three‑in‑five consumers hesitate when reviews are absent, making social proof a non‑negotiable element of listings. Simultaneously, free shipping influences 91% of buyers, dwarfing sustainability concerns at 65%, which suggests logistics and cost‑free delivery remain the primary levers for conversion in a price‑sensitive environment.

For brands and marketplace operators, the data calls for an omnichannel, AI‑enabled approach. Integrating AI assistants that can surface personalized recommendations while seamlessly handing off to a human‑friendly checkout can improve conversion rates. Enhancing product information consistency, encouraging authentic reviews, and offering free or subsidized shipping will address the trust and cost barriers identified. Moreover, leveraging AI to predict price elasticity across platforms can help sellers maintain competitiveness without sacrificing margins, positioning them to capture the increasingly fragmented yet opportunity‑rich shopper journey.