February 14, 2025
Flexibility to shop online or in-store is what American shoppers value the most today. So much so that over 78% prefer a mix of these experiences, according to the Bazaarvoice Shopper Index, Volume 18. And for multiple reasons, they switch from online to in-store or vice-versa, making their purchase path even more complicated.
Decoding this complex shopping behavior — from the type of content that engages shoppers and inspires purchases to the growing impact of social commerce trends where customers buy directly through social media — the survey offers interesting insights for your marketing strategy.
Let’s dive in!
1. Shoppers want a seamless omnichannel experience
Over 78% of American customers enjoy a mix of in-store and online shopping. When it comes to where they start their shopping, at least 33% begin with online searches, and 28% start with online retailers and marketplaces—only 12% visit physical stores.
A deeper look into shopper behavior reveals some interesting trends. Three out of every four shoppers (74%) search for product information online and then purchase the product in-store. Meanwhile, 57% of consumers gather information and examine products in physical stores before purchasing them online.
Omnichannel strategies, such as buy-online-pickup-in-store (BOPIS), are becoming critical. Brands like Target and Walmart have already started customizing their items according to BOPIS, which leads to customer satisfaction.
2. Social commerce is booming
As shoppers continue to move effortlessly between online and offline channels, the rise of social commerce is adding a new dimension to their experience. Platforms like Instagram, TikTok, and Facebook have become essential stops on the modern American shopping journey, blending inspiration, research, and convenience into one seamless experience.
Here’s what’s happening:
- Discovery on the go: Social inspires action: At least 37% of US customers discover new products to buy on social while 42% of US shoppers browse for products they’re already interested in. Additionally, at least 33% use social media to make a purchase.
- The power of ads: Social media ads pack a punch, with 29% of U.S. consumers buying products because an ad caught their attention.
- Platform breakdown: Facebook remains a powerhouse for product discovery, with 57% of consumers using it to find and research products and 53% discovering items they didn’t know they needed.
What does this mean for brands?
To thrive, brands must align their strategies with consumer buying behavior patterns.
59% of creators prioritize authenticity by offering honest reviews, and 19% disclose sponsorships. 44% focus on valuable content, including detailed product info and 41% demonstrations, especially for high-impact categories like electronics (47%), apparel (43%), and groceries (32%).
3. More shoppers are stepping up as creators
American shoppers are increasingly stepping into the role of creators, reflecting significant trends in the retail industry. The majority are active responders, with 53% happy to share their opinions when asked. Meanwhile, 27% are passive consumers, preferring to read reviews and opinions rather than contribute their own. A smaller but influential group, 16%, are proactive creators who actively seek opportunities to share their opinions and frequently review products. Only 4% fall outside these categories.
The Influence of Creator Content
The content created by these shoppers significantly impacts purchasing decisions. For 59% of American shoppers, creators who share honest reviews highlighting the pros and cons of a product help build trust and confidence in purchasing. Additionally, detailed product descriptions (44%) and demonstrations showcasing the product in use (41%) are key drivers of consumer behavior buying patterns.
Frequent engagement with creator content (39% of shoppers) amplifies its influence, especially in specific product categories. Nearly half of shoppers are likelier to purchase electronics after seeing them featured in creator content. Similarly, 43% of shoppers are influenced when shopping for apparel, while 36% turn to creator content for health and beauty purchases.
This highlights the growing importance of creator-driven insights in shaping consumer choices across product categories.
4. Customers trust fellow customers more
Mark Zuckerberg once said: Nothing influences people more than a recommendation from a trusted friend.
Who do you trust more: a brand’s advertisement or a fellow shopper’s review?
Peer reviews and user-generated content (UGC) are becoming essential in shaping consumer purchasing decisions. 65% of consumers find user-generated content (UGC) important. Promoting and highlighting genuine user reviews and testimonials can significantly build trust. However, fake reviews can impact a brand’s trust. Here’s how:
- 42% say UGC influences their shopping and purchasing behavior.
- 62% are more likely to purchase a product based on customer reviews.
- 59% of consumers are influenced by the average star rating of fellow shoppers.
- 55% of US customers prioritize “value for money” when analyzing shopper content.
- 52% of shoppers focus on quality, while 37% emphasize competitive pricing when purchasing.
- 39% of consumers say that ratings and reviews best describe UGC.
- The USA leads globally, with 49% of apparel shoppers reading reviews and engaging with UGC before purchasing.
By promoting authentic user reviews and testimonials, brands can strengthen trust and directly influence purchasing decisions. When trust is combined with personalization, brands unlock powerful opportunities to connect with shoppers on a deeper level.
5. Personalized deals inspire more buying
Suppose you’re receiving a discount tailored just for you — wouldn’t that make you more likely to buy? Personalized marketing has become a game-changer, using data-driven insights to create offers that resonate with individual shoppers and enhance engagement.
- 31% of consumers are significantly influenced by personalized discounts, offers, and promotions when making an online purchase.
- Online shopping trends show that 43% are more likely to share a product or brand on social media when offered personalized discounts.
Shoppers increasingly expect brands to understand their preferences and interact accordingly. Personalized social media engagements, for example, drive sales and foster deeper customer loyalty. Tailored offers make shoppers feel valued, boosting their likelihood of completing a purchase.
Conclusion
As shoppers increasingly blend online and in-store experiences, their voices shape purchasing decisions.
By aligning strategies to meet these expectations — across social media, omnichannel experiences, and personalized offers — retailers can unlock unprecedented opportunities to build trust, drive engagement, and boost sales. The future of the eCommerce industry is consumer-driven, and those who adapt to this shift will lead the way.
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