Inspiration and discovery

People are going online for inspiration at all points of their day, not just to look for specific products but to see what their friends and favorite celebrities are wearing. But today, that information is increasingly coming from video & research — whether it's deciding whether or not to buy (or which one to buy), learning how to use a product after they've bought it, or inspiring their next purchase.

Purchase

Shoppers are leaning into mobile shopping — especially for spontaneous purchases. Half of online purchases were made on a smartphone. Smartphones were also the most likely to lead to unplanned purchases: 40% of unplanned purchases were made on a smartphone, while only 23% happened in a store. (Ipsos/Google, 2017).