The news: Social media and online marketplaces present the most influential points of contact across the shopping journey, from exploration to evaluation, as trust in AI’s discovery use cases remains lukewarm.
As consumers increasingly bypass standalone review sites and forums, social media and marketplace platforms are consolidating power by mixing content, community, and commerce in a single location—raising the stakes for brands to optimize presence where shoppers are already searching and scrolling.
The AI factor: Meanwhile, AI search tools are used by 22% of consumers for product research, more than product review websites (19%) or online forums (14%) like Reddit.
However, only 14% of those who use AI for online shopping trust its recommendations enough to make a purchase based on them. This presents a confidence gap where AI is shaping consideration but not yet closing sales.
Recommendations for marketers: Marketers need to prioritize social and marketplace strategies as key performance channels, not just upper-funnel efforts. Winning discovery on social media, especially with Gen Zers and millennials, means investing in creator partnerships, social commerce features, and algorithm-friendly content that quickly communicates product value and brand identity.
At the same time, brands should treat AI tools as an emerging influence channel. Optimizing product data, reviews, and brand presence for AI visibility now will pay off as use and trust grow.
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