Consumer Behaviour and Preferences in the Digital Shopping Landscape

Consumer behaviour and preferences in the digital shopping landscape are increasingly shaped by mobile-first usage, social commerce, personalization, sustainability, and experience-driven consumption.

Key insights include:

• Mobile-First Shopping: A significant majority of retail transactions (around 65%) now occur on mobile devices, with Millennials and Gen Z leading this trend. Smartphones are no longer just transaction tools but integral throughout the shopping journey, blurring lines between digital and physical retail.

• Social Commerce Influence: Social media platforms have become important shopping channels, with about 39% of consumers purchasing directly through social media. Trust in influencers and peer recommendations strongly drives buying decisions, especially among younger consumers. Trending products on social media also significantly impact purchase choices.

• Personalization Expectations: Around 71% of consumers expect hyper-personalized shopping experiences and recommendations. The quality of the shopping experience is as important as the products themselves, with 73% demanding better personalization enabled by technology.

• Sustainability Considerations: Environmental consciousness is a mainstream factor influencing purchases. Approximately 65% of consumers consider sustainability important or very important in their buying decisions, particularly younger demographics.

• Experience-Based Consumption: There is a growing preference for access and convenience over ownership, reflected in a 42% growth in subscription services. This shift requires businesses to innovate beyond traditional sales models.

• Research-Driven Purchases: Consumers increasingly conduct extensive online research before buying, consulting multiple digital sources to inform their decisions. This digital-first purchase journey demands consistent, informative online presence from brands.

Together, these trends highlight a digital shopping landscape where convenience, trust, personalization, and values like sustainability shape consumer behaviour and preferences, requiring retailers to adopt tech-forward, customer-centric strategies to stay competitive.