The spontaneous shift: consumer survey reveals the five ecomm trends defining 2026

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Today’s shoppers are not just searching; they are asking AI what to buy and often skipping the middleman entirely.

While 60% of shoppers still start their journey with traditional search engines, this is a drop from 63% last year, according to data from new ebook The spontaneous shift. This is a clear signal that while Google remains the dominant force in discovery, alternative channels are rapidly gaining ground.

The fastest climber on the list is generative AI. Usage has grown 75% year-over-year as it moves from a novelty to a utility. Shoppers are not just scrolling anymore; they are asking AI shopping questions – and expecting answers.

As this data shows, ecommerce is entering a new phase of consumer behaviour, shaped by faster decisions, new discovery channels and rising expectations for personalised experiences.

This new report features insights from 6,000 shoppers from across the US, UK, France, Italy and Australia to understand how the path to purchase is evolving as we head into 2026.

Created by experience optimisation platform AB Tasty, it combines data-driven research with practical expertise to help brands turn these changes into growth opportunities.

The findings highlight a shift towards more spontaneous buying, the rapid rise of generative AI as a discovery tool and increased direct engagement with trusted brands. While shoppers are more open than ever to impulse purchases, many still feel that brand experiences fall short when it comes to true personalisation.

The report also explores what these trends mean for ecommerce teams and how brands and retailers can adapt with smarter testing, optimisation and experience strategies.

Download the ebook to learn how to stay relevant, responsive and ahead of the curve.