New consumer data reveals financial confidence slump driving shift to intentional shopping

A comprehensive new consumer study from Woo and Klaviyo uncovers how fragmented and validation-driven shopping journeys have become in 2025.

The global survey of more than 6,000 consumers across the US, UK, Canada, and Australia found that 43% of shoppers research products on one platform but purchase on another. Consumers validate every purchase across channels — comparing reviews, checking multiple sources, and weighing both practical and emotional value before committing.

The research also exposes a significant economic divide that’s fundamentally changing how people approach online purchasing decisions.

Consumers are increasingly cautious and deliberate, prioritizing validation over convenience. Rising living costs, a flood of digital options, and changing discovery behaviors mean shoppers now triangulate their decisions across multiple platforms. They validate across multiple touchpoints before committing; 55% of Gen Z are discovering products on TikTok, but they still turn to Amazon to validate with reviews before buying. For brands, this means that each impression must work harder and trust must be earned at every stage of the journey.

“This research confirms what our merchant community is experiencing firsthand: consumers are taking longer, more complex paths to purchase because they’re being more intentional about every decision,” said Tamra Niesen, Chief Marketing Officer at Woo. “The financial confidence divide we uncovered shows why brands need to shift from simply selling products to delivering genuine value and experiences that meet shoppers where they are, both practically and emotionally.”

The study also revealed that 28% of consumers already use AI for online product discovery, with adoption soaring to 66% among high earners. As organic search clicks decline, AI summaries increasingly shape what shoppers see first. Structured data, clear product information, and trusted reviews now directly impact brand visibility in AI-driven results.

Despite economic pressures, consumers refuse to compromise on quality, safety, and trust. The study found 64% of consumers say reviews are their top purchase driver, while 43% will abandon a purchase if product quality feels uncertain.

“Consumers are telling us loud and clear: every purchase now comes with higher expectations. It’s not just about price, it’s about trust, timing, and relevance,” said Jamie Domenici, Chief Marketing Officer at Klaviyo. “This research shows why brands need a unified understanding of their data to build stronger relationships with every customer and deliver shopping experiences that feel personal and meaningful.”

WooCommerce merchant and Klaviyo customer Smile Brilliant has experienced the changing landscape described in the research. “Audiences for your product are becoming increasingly difficult to attract and retain,” said Brendon Alaniz, Lead Project Manager at Smile Brilliant. “Having the tools to optimize engagement and conversions, foster relationships, and maintain trust is critical for success in today’s ecommerce landscape.”

The study was conducted by Atomik Research among 6,021 respondents across the UK, USA, Canada, and Australia in June 2025. The survey examined consumer motivations, friction points in the buying journey, loyalty drivers, and end-to-end digital shopping behaviors across age groups and income levels.

• Commerce insights report: Cracking the code on the modern consumer is available for download on this page. The report includes detailed findings across five key themes: Purpose-driven purchase decisions, modern discovery behaviors, fluid customer journeys, connection preferences, and loyalty expectations.
• Media can also email press@woocommerce.com to obtain a copy of the report.
• Media and editorial graphics from the report can be found below.

About Woo
Woo is the company behind WooCommerce, the open-source ecommerce platform powering more than 4 million online stores. Built on WordPress, WooCommerce offers unlimited extensibility and flexibility for store owners and builders.

Woo is a fully distributed company with employees all over the world, dedicated to empowering success for merchants, developers, and anyone else making a living through ecommerce. woocommerce.com

About Klaviyo
Klaviyo (NYSE: KVYO) is the only CRM built for B2C brands. Powered by its built-in data platform and AI insights, Klaviyo combines marketing automation, analytics, and customer service into one unified solution, making it easy for businesses to know their customers and grow faster. Klaviyo (CLAY-vee-oh) helps relationship-driven brands like Mattel, Glossier, CorePower Yoga, Daily Harvest and 176,000+ others deliver 1:1 experiences at scale, improve efficiency, and drive revenue.

About

Jay Walsh

Jay is the Director of Communications at Woo. He has 20+ years of experience working at highly visible brands and organizations across the media, government, open-source, and technology sectors.