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Your guide to the consumer's shopping journey

The internet has changed how people shop. People are doing more research before purchasing. And brand loyalty? It’s a thing of the past. We created this guide to help you navigate three critical steps in the new shopping journey: inspiration, research, and purchase. Explore our collection of articles, data, and insights to learn more.

Discovery: Shoppers find inspiration and advice online

Whether they’re deciding to buy, learning how to use a product, or inspiring their next purchase, online video is a huge resource for today’s shoppers.

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of people surveyed search for a product on Google, and then learn more by going to YouTube before they buy it.

Watch time for shopping-related videos on YouTube grew in U.S. by more than 5X over the past two years.

of shoppers say they’ve discovered new products and brands on YouTube.

Research: Today’s consumers are curious about every purchase, big or small

With a world of information at their fingertips, shoppers can arm themselves with information before they buy. Meeting these moments with seamless, assistive experience is the only way brands can differentiate themselves.

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of experience bookings are happening once travelers arrive at their destination.


of shoppers would rather shop with brands that also have a physical location than ones that are online only.


of CPG shoppers said they used search in their most recent shopping journey to become inspired, browse, or research.

Purchase: Mobile shopping is becoming the new normal

Shoppers are leaning into mobile shopping — especially for spontaneous purchases and to inform their in-store trips. Thanks to the breadth and strength of resources available online, people are becoming comfortable with discovering and buying in the moment.

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of smartphone users are more likely to purchase from companies with mobile sites or apps that help them easily answer their questions.


of people expect brands to tailor experiences based on their preferences.

Nearly 80% of shoppers will go to the store to buy when they have an item they need or want immediately.

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