In the recent announcement dated September 17, 2025, titled “New Consumer Data Reveals Financial Confidence Slump Driving Shift to Intentional Shopping,” issued by WooCommerce via PR Newswire, it has been clarified that the quote in the fourth paragraph should be attributed to “Tamara Niesen” as opposed to the previously published “Tamra Niesen.” Below is the rectified release:
New Consumer Data Reveals Financial Confidence Slump Driving Shift to Intentional Shopping
A comprehensive survey of 6,000 shoppers by Woo and Klaviyo unveils the ascendance of intentional purchasing and its implications for ecommerce enterprises.
SAN FRANCISCO, Sept. 17, 2025 /PRNewswire/ — A meticulous consumer study orchestrated by Woo and Klaviyo has illuminated the increasingly fragmented and validation-driven nature of shopping journeys in 2025.
An examination of over 6,000 participants across the US, UK, Canada, and Australia divulges that 43% of consumers research products on one platform while completing purchases on another.
Today’s consumers diligently validate each acquisition across various channels—scrutinizing reviews, consulting multiple sources, and weighing both emotional and practical value before finalizing a decision.
The research further delineates a pronounced economic dichotomy that is fundamentally reshaping online purchasing decisions.
Shopping Journeys Are Multi-Platform and Deliberate
Increasingly, consumers are adopting a careful and methodical approach, emphasizing validation over mere convenience. Escalating living costs, a proliferation of digital alternatives, and evolving discovery behaviors compel shoppers to triangulate their decisions across disparate platforms.
A significant 55% of Gen Z consumers encounter products on TikTok but subsequently verify with Amazon reviews prior to purchase. For retailers, this evolution signifies that each impression must resonate more profoundly, as trust must be established at every juncture of the consumer’s journey.
“This research corroborates the observations of our merchant community: consumers now traverse more intricate paths to purchase, driven by a heightened intention in their choices,” remarked Tamara Niesen, Chief Marketing Officer at Woo.
“The financial confidence disparity we identified elucidates the necessity for brands to transition from mere product sales to the delivery of authentic value and experiences tailored to meet shoppers’ diverse needs, both practically and emotionally.”
The Role of AI in Discovery
The findings indicate that 28% of consumers are already leveraging AI for online product discovery, with adoption skyrocketing to 66% among affluent earners. As organic search clicks wane, AI-generated summaries are increasingly dictating consumers’ initial encounters with products.
The integration of structured data, transparent product descriptions, and credible reviews directly influences brand prominence in AI-enhanced results.
Trust and Personalization Define the New Paradigm
In spite of economic pressures, consumers steadfastly refuse to compromise on quality, safety, and trustworthiness. The study reveals that 64% of consumers consider reviews their foremost purchasing motivator, while 43% are inclined to abandon a potential purchase if product quality appears dubious.
“Consumers are unequivocally asserting higher expectations for every transaction. It transcends mere pricing; it encompasses trust, timing, and relevance,” stated Jamie Domenici, Chief Marketing Officer at Klaviyo.
“This research underscores the imperative for brands to cultivate a nuanced understanding of their data to forge stronger relationships with each customer and deliver personalized, meaningful shopping experiences.”
Real Merchants Are Already Experiencing These Shifts
WooCommerce merchant and Klaviyo partner Smile Brilliant has witnessed the transformative landscape portrayed in the research. “Attracting and retaining audiences for your product is becoming progressively more challenging,” commented Brendon Alaniz, Lead Project Manager at Smile Brilliant.
“Equipping oneself with the necessary tools to refine engagement, enhance conversions, build relationships, and sustain trust is paramount for success in today’s ecommerce arena.”
About the Research
This study was executed by Atomik Research, encompassing 6,021 respondents from the UK, USA, Canada, and Australia in June 2025. The survey probed consumer motivations, obstacles encountered in the buying journey, loyalty drivers, and comprehensive digital shopping behaviors across varied age demographics and income brackets.
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