State of Ecommerce: Own the Shopper Journey AI is Hiding
Co-written with Statista, our flagship report reveals 3 years of how AI is reshaping shopper journeys, where ecommerce demand is growing, and how leading brands are staying ahead.
The new path to purchase in 5 key sectors
Co-written with Statista, the 2026 State of Ecommerce uncovers the data behind these changes across Marketplaces, Beauty & Cosmetics, Consumer Electronics, Fashion & Apparel, and Home & Garden – and what they mean for the future of ecommerce.
- When AI enters the journey. See how AI is changing discovery and consideration, where it sends shoppers, and what traditional analytics can’t see.
- Where demand is moving. Benchmark key industries across markets, channels, and competitors to uncover where growth is happening and who's pulling ahead.
- What comes next. Explore Statista's consumer research on AI adoption, trust, and readiness to let AI shop on their behalf; and what it means for retailers.
Gen AI referrals grew 203% YoY
Gen AI sends just 0.4% of retail ecommerce visits today. But it’s growing faster than any other referral channel.
1 in 4 shoppers use AI before buying
In the US, nearly half say AI already changed how they browse - a shift seen across every age group.
AI + Search journeys convert better
Shopper journeys involving both AI and Search end up converting at 23%, which is 84% higher than using AI alone.
Daniel Reid
Principal Market Insights Analyst
Sam Sheridan
Market Insights Data Analyst
Sandra Ahrens
Senior Data Journalist
Kasia Davies
Senior Data Journalist
