Only 17% of Consumers Trust AI Enough to Complete Purchases, Reveals Global Study

Consumer Trust in AI and E-commerce

In an era where technology continues to revolutionize shopping habits, a recent study released by ChannelEngine has shed light on consumer sentiment towards artificial intelligence (AI) in the purchasing process. The Marketplace Shopping Behavior Report 2026 reveals that only 17% of consumers feel comfortable completing a purchase via AI interfaces, highlighting significant trust issues amidst rising digital shopping trends.

AI as a Research Tool

The report, based on a survey of 4,500 shoppers from multiple countries including the US, UK, France, Germany, and the Netherlands, indicates that while AI plays an increasingly integral role in the shopping journey—56% of consumers use AI tools for product research—its role primarily serves as a preliminary step rather than a direct purchasing method.

Interestingly, 37% of consumers initiate their purchase journey with AI assistance, suggesting that many are willing to use AI for exploration but are hesitant to reach the final step of transaction. This indicates that while consumers are embracing AI in shopping, they are still seeking reassurance from more traditional sources before committing to their purchases.

Fragmented E-commerce Landscape

As shopping habits evolve, a notable trend highlighted by the report is the propensity for consumers to compare prices across multiple marketplaces. Over 53% of respondents confirmed that they frequently compare the same product available on different sites, browsing an average of three platforms before deciding. This indicates a shift from impulsive buying on single marketplaces to a more strategic approach, underscoring the growing importance of competitive pricing and detailed product information.

A staggering 60% of shoppers hesitate to complete a purchase if products lack reviews, reflecting the critical nature of social proof in consumer decision-making. Moreover, with 95% of consumers noticing price discrepancies for identical products across platforms, inconsistent pricing is a major deterrent, leading to potential abandonment of carts.

Key Purchase Influencers

The report identifies other crucial factors that influence purchasing behavior. While 65% of consumers express concerns for sustainability, 91% highlight the impact of free shipping on their decision to complete a transaction. This underlines a holistic evaluation process, where consumers weigh delivery reliability and cost transparency against product quality and environmental considerations.

The emergence of what ChannelEngine terms the Confidence Economy encapsulates these findings, suggesting that consumers explore broadly across various channels but ultimately choose to purchase from the platforms where they feel assured about product authenticity, pricing fairness, and delivery timelines.

The Path Forward for Brands

As the AI landscape continues to evolve, the insights from the Marketplace Shopping Behavior Report suggest that the quality and consistency of product information will become increasingly vital in shaping positive shopping experiences. Brands that aim to thrive will need to focus on reducing consumer uncertainty through transparent content, consistent and competitive pricing, clear identification of sellers, and reliable fulfillment processes.

Directly addressing consumer trust will likely become the primary focus for brands and retailers moving forward. Those who succeed in fostering a trustworthy environment will undoubtedly carve out a significant advantage in the competitive e-commerce sector.

For comprehensive insights and further exploration of how the Confidence Economy affects marketplace dynamics, the full Marketplace Shopping Behavior Report 2026 is available for download.

About ChannelEngine

ChannelEngine streamlines the relationship between brands and retailers by connecting them to over 1,300 marketplaces around the globe, providing a single platform for managing product data, orders, and inventory. With their intuitive automation and seamless integration, ChannelEngine empowers brands to enhance their online sales presence effectively. With offices across key global hubs, including New York, Toronto, and Berlin, ChannelEngine collaborates with leading brands such as Samsung, Unilever, and Nestle to bolster their marketplace strategies.