Your guide to the consumer's shopping journey

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.

Related Data

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

Google/Magid Advisors

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

Google

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

Google/Magid Advisors

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.

Related Data

48%

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

Google/Greenberg
61%

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

Google/Ipsos
43%

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

Google/Deloitte

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.

Related Data

80%

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

Google/Ipsos
61%

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

Google/Greenberg

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

Google/Ipsos