Shopping habits have changed. Today’s consumers are more demanding, analytical and cautious before making a purchase decision. In a world of endless choice where information is just a click away, brands need to make sure they’re present at the key moments of the buying process.
According to a recent Think With Google study, 33% of consumers say they now do more research before making a purchase. What does this mean for brands and retailers? That they need to optimize their digital presence and improve the shopping experience to turn visits into sales.
Below we explore new shopping habits, the role of AI in personalizing experiences and key strategies to connect with digital consumers.
New consumer habits: more research, less impulse
Today’s consumers don’t buy on impulse. Instead, they’ve become more strategic and want to be sure their purchase is worth it. According to the Google study:
- 80% of shoppers compare prices before deciding.
- 75% look for reviews and opinions online.
- 67% visit the brand’s website or app for more information.
- 66% prefer to see the product in person before buying.
- 60% check the return policy before completing a purchase.
Quality and price: the deciding factors
Value for money (37%) and high product quality (36%) are consumers’ main purchase criteria, even when they already know the brand. This means being a well-known brand isn’t enough; you have to constantly prove your product or service is still one of the best options on the market.
Google: the best ally for decision-making
One key finding of Google’s report is that 40% of consumers use Google Search to make smarter, better-informed purchase decisions. This exceeds other platforms such as:
- Social media (28%)
- Online marketplaces (34%)
This shows that although consumers use multiple channels for research, Google remains the most influential platform in their decision-making process.
Artificial intelligence: key to improving the consumer experience
Artificial intelligence (AI) is revolutionizing the way companies interact with their customers. Google has developed tools such as Performance Max and Demand Gen, which make it possible to:
✅ Predict consumer behavior and show personalized ads.
✅ Optimize digital ad campaigns based on user interests.
✅ Deliver smoother, more personalized shopping experiences.
Strategies to connect with digital consumers and increase sales
To adapt to these changes in consumer behavior, businesses need to optimize their digital presence and improve the shopping experience. Here are some key strategies:
1. SEO and SEM to stand out on Google
Since Google Search is the most widely used channel for purchase decisions, it’s essential to invest in:
🔹 SEO (Search Engine Optimization) → keyword optimization, relevant content and domain authority.
🔹 SEM (Search Engine Marketing) → Google Ads campaigns with advanced targeting.
2. Reviews and ratings: the new digital word of mouth
Online reviews are essential for building consumer trust. According to BrightLocal, 87% of shoppers read reviews before choosing a brand. To make the most of this:
🔹 Ask satisfied customers for reviews.
🔹 Respond proactively to positive and negative comments.
🔹 Display testimonials and ratings on your website.
3. Omnichannel experience: connect with customers at every touchpoint
Consumers research across multiple channels before buying. Your business needs an omnichannel strategy and a presence on:
🔹 Social media (Instagram, TikTok, Facebook, LinkedIn).
🔹 Marketplaces (Amazon, eBay, Shopify).
🔹 A mobile-optimized online store.
4. Attractive return and warranty policies
Since 60% of consumers check return policies before buying, a flexible, clear policy can increase sales conversion.
🔹 Offer easy, free returns.
🔹 Be clear about exchange and refund terms.
🔹 Offer an extended warranty for greater trust.
Conclusion: the key is trust and digital presence
Today’s consumers are better informed than ever and expect personalized, trustworthy shopping experiences. To connect with them and increase conversions, it’s crucial to:
✔ Have an SEO and SEM strategy optimized for Google.
✔ Encourage reviews and build trust.
✔ Adopt an omnichannel experience.
✔ Use artificial intelligence to personalize the shopping experience.
Brands that adapt to these changes and prioritize customer trust will have a competitive edge in the dynamic world of eCommerce.
Frequently asked questions (FAQs)
Access to more information, the variety of options and inflation have made consumers more strategic, analyzing every purchase before making a decision.
Google is the most widely used platform for purchase decisions, with 40% of consumers using it to compare prices, read reviews and look up information about products and brands.
AI makes it possible to personalize shopping experiences, optimize ads in real time and anticipate consumer needs. Tools like Google Performance Max can help improve conversion and loyalty.
Both are key to a digital strategy. SEO is a long-term investment that improves organic visibility, while SEM delivers immediate results through paid ads. Combining both produces better results.
Very important. 87% of consumers check reviews before buying. Encouraging positive reviews and actively responding to comments improves reputation and sales conversion.
