Paul Harris via Unsplash
Seven in ten Australian online shoppers have changed their retail choices and spending because of rising costs, while 69% rely on online research to feel confident before buying, according to the sixth wave of the IAB Australia and Pureprofile Commerce & Discovery Report 2026.
More than a third of Australian online shoppers now shop online at least weekly, up six percentage points year-on-year, while 84% shop online at least monthly.
Grocery online shopping has also grown, with 55% buying groceries online at least monthly, up from 40% in 2021.
Search engines and online retail stores remain central to discovery, with 92% of online shoppers using one or the other.
Shoppers are also turning to AI tools, reviews, social media, creators, marketplaces, catalogues and loyalty programs to compare options.
Six in ten online shoppers use AI-powered tools at least sometimes when shopping, rising to 75% among 18 to 39-year-olds.
However, 78% use AI summaries for a quick answer then click through to websites for more detail, and 74% use AI as one of several sources rather than the only one.
Eight in ten have some concern about using AI to research products, led by accuracy, privacy and trust issues.
Social media is used by 68% of shoppers to discover, research or compare products, rising to 88% among 18 to 39-year-olds.
Brand reputation remains important when acting on creator recommendations, with 86% saying it is at least somewhat important.
Preference for Australian-owned brands has risen six percentage points year-on-year to 65%.
Forty-seven% of shoppers believe retailers receive more value from loyalty programs than consumers do.
Gai Le Roy, CEO of IAB Australia, said Australians were more careful and considered than before.
"They are researching and comparing more and validating information across more sources," she said.
Martin Filz, CEO of Pureprofile, said the path to purchase was becoming far more fragmented.
"While shopping behaviours are evolving quickly, the research shows trust and confidence still sit at the centre of decision-making. Consumers are embracing new ways to discover products, while continuing to cross-check information carefully before they buy," he said.
The report is based on a nationally representative survey of 1,079 Australians aged 18 to 70 who have shopped online at least once in the past 12 months.
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