Bazaarvoice’s latest Shopper Experience Index finds consumers increasingly rely on reviews, search, and trusted sources before making purchase decisions.
Nearly all consumers now consult multiple sources before making a purchase, signaling a shift toward more deliberate shopping behavior as economic uncertainty and AI-driven commerce reshape the buying journey, according to Bazaarvoice’s latest Shopper Experience Index.
The study found that 97% of shoppers research multiple sources before making a purchase, prioritizing trust, independent validation, and value over convenience or speed. Consumers are increasingly comparing information across reviews, search engines, creator content, and AI-powered tools before committing to a purchase.
“Whether they’re discovering products through AI search tools, content creators, or traditional search, shoppers are increasingly looking for independent validation before making a decision,” said Jo Callahan, Head of Client Strategy and Insights at Bazaarvoice.
She added that authentic user-generated content has become increasingly important not only for influencing consumers but also for improving visibility in AI-powered search, which relies heavily on independent reviews and customer sentiment to generate recommendations.
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The report highlights four key shifts in consumer behavior:
Consumers Are Slowing Down Despite Earlier Retail Promotions
While retailers continue to move seasonal sales events earlier to stimulate demand, shoppers are taking more time to evaluate purchases. Sixty percent of respondents said they consult two or three different sources before buying a product, while another 37% said they review four or more sources before making a decision.
AI Is Viewed as an Assistant—Not an Autonomous Shopper
Despite growing investment in AI-powered shopping agents, consumers remain cautious about handing over purchasing decisions. One-third of respondents said they still prefer a fully human-led shopping experience.
Instead, shoppers are embracing AI tools that support research rather than replace it. Text summaries were the most widely accepted AI feature (43%), followed by AI-powered Q&A chatbots (41%).
Influencers Drive Discovery, but Reviews Drive Conversion
Influencer marketing continues to play an important role in product discovery, but consumers rarely rely on creators alone when making purchase decisions.
Nearly half (48%) of shoppers identified with the “Influencer’s Best Friend” persona during product discovery. However, 38% said they immediately turn to search engines and customer reviews to verify claims, compare experiences, and identify potential product shortcomings before completing a purchase.
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Shopping Behavior Is Becoming More Consistent Across Generations
The research also challenges the assumption that different age groups require fundamentally different engagement strategies.
Across Gen Z, Millennials, Gen X, and Baby Boomers, respondents consistently prioritized research, value, and authenticity. The dominant consideration-stage behavior across nearly every generation was the “Archivist”—shoppers who gather and retain extensive product information before purchasing.
Meanwhile, the “Influencer’s Best Friend” emerged as the leading discovery behavior across generations, while the “Unsolicited Evangelist” ranked among the strongest post-purchase advocacy behaviors for both Gen Z and Baby Boomers.
