The latest Marketplace Shopping Behaviour Report 2026 by ChannelEngine reveals a growing integration of artificial intelligence (AI) in shopping. However, consumers still prioritize trust, transparency, and confidence when deciding where to shop. The report, surveying 4,500 marketplace shoppers across the United States, the United Kingdom, France, Germany, and the Netherlands, offers insights into the changing consumer behaviour in the digital age.
AI is revolutionizing online shopping with its wide range of applications. It aids in personalizing product recommendations and guiding buyers with virtual assistants, thus enhancing the shopping experience. However, ChannelEngine’s report indicates that many consumers are still reluctant to fully rely on AI for their shopping needs.
Trust in AI: A Work in Progress
Despite AI’s progress in eCommerce, consumer trust in this technology seems to be trailing. Many shoppers remain reluctant to entrust their purchasing decisions entirely to AI. This hesitation likely stems from concerns about data privacy, the accuracy of recommendations, and the reliability of AI-driven systems.
Transparency is crucial in building consumer trust. Shoppers need to understand how AI works and how their data is used. Without this transparency, it’s difficult for consumers to have confidence in AI-driven shopping services. Thus, businesses must communicate clearly about their AI practices and data usage policies.
The report also emphasizes that consumer confidence in a shopping platform greatly impacts where they choose to shop. Despite the growing popularity of AI-driven shopping experiences, consumers tend to finalize their purchases on trusted and familiar platforms. This highlights the importance of establishing and maintaining consumer trust in the competitive eCommerce market.
In conclusion, ChannelEngine‘s report gives valuable insights into changing consumer behaviour in the context of AI in eCommerce. It underscores that despite AI’s role in enhancing the shopping experience, trust, transparency, and confidence are still key to consumer purchasing decisions.
