New data reveals how consumers’ path to purchase has shifted in an era of AI-first shopping and economic uncertainty.

Syndigo, a global leader in Product Experience Management (PXM) solutions, today released its fifth annual Omnichannel Shopping Benchmarks report conducted by 1WorldSync by Syndigo. This year’s report builds on previous consumer research through 2025 and offers a comprehensive view of how modern shoppers navigate the digital shelf and are increasingly prioritizing trust and technology to inform their path to purchase in today’s omnichannel retail environment.

As retailers face a critical holiday shopping season and consumers navigate economic uncertainty, a confidence gap is emerging: inundated by options, consumers are more skeptical than ever of the product content they encounter online. 85% of consumers agree that high quality product content is more important to their purchase decision than brand recognition, and they are increasingly turning to generative AI to help them find trusted products, with 45% of shoppers using AI tools for product research in 2025 (a 14-point increase from 2024).

“This underlines what we fundamentally know: shoppers want to make informed decisions about their spending, and product content is the key to building the trust that informs those decisions,” said Leah Allen, Chief Marketing Officer at Syndigo. “Beyond just price or name recognition, brands and retailers can connect with their shoppers simply by providing them with complete, accurate, and enriched product content at every step as they browse the digital shelf.”

The report, which surveyed 1,800 consumers across the United States and Canada, includes other key findings that show why:

• Content is king for cost-conscious consumers: 86% of consumers agree that high-quality product content (e.g., detailed descriptions, multiple images/videos, customer reviews) helps them decide between higher- and lower-priced options.
• Rich media drives unplanned purchases: There was a 17-point year-over-year increase in shoppers (now 65%) who said rich media, like videos and 360-degree images, persuaded them to buy something they didn't initially intend to.
• Social proof is paramount: User-generated content builds trust, with “Too few customer reviews" cited as the top reason a shopper will leave a product page without making a purchase. 77% of shoppers say customer ratings, reviews, and user-submitted content persuaded them to buy something they didn’t think they needed.

As AI becomes increasingly central to the shopping experience, access to information will define not only where consumers purchase, but how they inform those purchasing decisions. As shoppers turn to generative tools like ChatGPT for product research, brands must ensure their product content is not just present but ready, structured, and optimized for AI discovery. The recent announcement of Syndigo OpenAI Connect and Syndigo Generative Engine Optimization (GEO) reflects this shift, providing brands with a direct integration into ChatGPT and other Large Language Model (LLM) shopping channels. These new capabilities help brands with trusted and enriched content for AI shopping channels. The future of commerce belongs to those who meet consumers where they are – whether that’s consulting with an AI chatbot, shopping in-store, or browsing somewhere along the infinite digital shelf.

The Omnichannel Shopping Benchmarks report complements Syndigo’s ongoing body of consumer research, such as its annual State of Product Experience report, which analyzes global trends and uncovers how brands and retailers can best connect with shoppers.

Download the complete 2025 Omnichannel Shopping Benchmarks report.

About Syndigo

Syndigo helps brands, retailers, and distributors drive growth and loyalty through exceptional product experiences. Connecting over 15,000 brands and 3,500 retailers on the leading commerce data pool, Syndigo offers the most complete and composable Product Experience Management (PXM) and product MDM solutions. Companies rely on Syndigo to organize and enrich their product data, publish it every place they sell, and optimize it through AI-powered insights. J.M. Smucker Company, Dole International, Stanley Black & Decker, Colgate-Palmolive, L’Occitane, Unilever, and Weber are among the companies driving growth with Syndigo. Learn more at www.syndigo.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20251120644630/en/