Australian shoppers are doing more research before they buy, as cost-of-living pressure continues to shape where they spend and how they choose products, according to new research from IAB Australia and Pureprofile. The sixth wave of the annual Commerce & Discovery Report 2026 found 71% of Australian online shoppers have changed their retail choices and spending because of rising costs, while 69% rely on online research to feel confident before buying.
Despite tighter household budgets, online shopping has become more embedded in everyday life. More than a third of Australian online shoppers now shop online at least weekly, up six percentage points year-on-year, while 84% shop online at least monthly. Grocery is also becoming a more regular online habit, with 55% of Australian online shoppers buying groceries online at least monthly, up from 40% in 2021.
The report shows shoppers are checking a wider mix of sources before they spend. Search engines and online retail stores remain central, with 92% of online shoppers using one or the other to discover, research or compare products and brands. However, shoppers are also turning to AI tools, reviews, social media, creators, marketplaces, retailer websites, catalogues, apps and loyalty programs to compare options and reduce the risk of making the wrong purchase.
Gai Le Roy, CEO of IAB Australia said “Australians are still under pressure, and that is changing the way they shop. They are more careful and considered, looking both for value and confidence before they spend. They are researching and comparing more and validating information across more sources.”
While AI is now part of the shopping journey, shoppers are not handing purchase decisions over to AI. Six in ten online shoppers use AI-powered tools or features at least sometimes when shopping. Among shoppers aged 18–39, this rises to 75%. However, among those using AI when shopping, 78% use AI summaries for a quick answer and then click through to websites for more detail, while 74% use AI as one of several sources rather than the only one. Eight in ten Australian online shoppers have some concern about using AI to find and research products, led by concerns around accuracy, privacy and trust in recommendations.
Influencer and creator content across social media, video platforms and podcasts is also influencing what shoppers notice and consider, particularly among younger consumers. Sixty-eight percent of Australian online shoppers use social media to discover, research or compare products and brands, rising to 88% among those aged 18–39. However, trust remains critical, with 86% saying the reputation of the brand being promoted is at least somewhat important when acting on creator recommendations.
Martin Filz, CEO of Pureprofile, said: “The path to purchase is becoming far more fragmented, with Australians discovering and validating products across social platforms, creators, retailer channels and AI-powered tools. But while shopping behaviours are evolving quickly, the research shows trust and confidence still sit at the centre of decision-making. Consumers are embracing new ways to discover products, while continuing to cross-check information carefully before they buy.”
Retailer-owned channels and loyalty programs also continue to influence shopping behaviour. Retailer websites were the most frequently used retailer touchpoint, with 83% of Australian online shoppers reading or looking at retailer websites often or sometimes. While 96% of Australian online shoppers participate in retail loyalty programs, 47% believe retailers receive more value from loyalty programs than consumers do. Member prices, discounts and coupons were the most valued benefits in exchange for data, followed by free delivery and cashback or money off the next shop.
Additional findings from the report include:
- Marketplaces with multiple sellers remain the leading online retailer type, with 57% of Australian online shoppers purchasing from them in the past 12 months.
- Convenience is driving younger shoppers, with 58% of online shoppers aged 18–39 purchasing from a food delivery service in the past 12 months, compared with 31% of shoppers aged 40–70.
- Sixty-five percent of Australian online shoppers prefer to buy Australian-owned brands, up six percentage points year-on-year.
- Eight in ten Australian online shoppers find some level of appeal in discovering and buying a product without leaving the app or website they are on.
- Eighty-eight percent have some concern about buying products directly through ads without leaving the platform, led by payment security, privacy and product quality concerns.
Now in its 6th wave for Australia and 3rd wave for New Zealand, the IAB Australia and Pureprofile Commerce & Discovery Report 2026 is based on a nationally representative survey of 1,079 Australians and 877 New Zealanders aged 18–70 who have shopped online at least once in the last 12 months.
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