Transcosmos Reveals 2026 Global Online Shopping Trends in Eight Major Cities
Transcosmos Unveils Global Online Shopping Trends for 2026
Transcosmos, a premier global business services provider, has released its Global Online Shopping Trends Survey 2026, capturing the evolving dynamics of digital shopping influenced by generative AI. Conducted across eight major cities—including Tokyo, Shanghai, Seoul, Mumbai, Bangkok, Jakarta, London, and Los Angeles—this survey provides insightful data on how consumers integrate AI into their shopping experiences.
Survey Methodology
The research utilized a multilingual questionnaire targeting an online panel of consumers aged 15 to 49 who made online purchases within the last year. The survey ran from January 28 to February 10, 2026, collecting responses from 2,560 participants (320 from each city) through Cross Marketing, Inc. This comprehensive approach aims to understand shifts in consumer behavior towards AI support in e-commerce.
Key Findings
1. Surge in AI Shopping: The survey revealed a significant trend: over 80% of consumers in Mumbai, Bangkok, and Shanghai employ AI-driven search services for various shopping stages. This contrasts with Tokyo, where AI's usage rate remains relatively low at approximately 20%. The desire to adopt AI tools in shopping is evident across all locations, with high future intention to use AI observed even in Tokyo.
2. Distinct Roles for AI and Humans: While AI tools are increasingly preferred for product discovery—attaining about 85% preference in cities like Mumbai and Bangkok—there remains a strong reliance on human assistance for troubleshooting and purchasing decisions. This indicates a blended approach in consumer preferences, valuing both AI and human input at different stages of the shopping process.
3. Growth of Social Commerce: The rise of social commerce is another critical highlight, with over 50% of respondents in all surveyed cities, barring Tokyo, engaging in these platforms. Bangkok leads with 95%, followed closely by Shanghai with 93% and Jakarta at 90%. Here, TikTok/Douyin emerges as the dominant platform, especially in regions where TikTok Shop operates, underscoring the changing landscape of online shopping.
Masayuki Hagiwara, an analyst at transcosmos, noted, “AI is reshaping online shopping behaviors, serving as a pivotal entry point for consumers, particularly in Asian markets. This shift highlights a unique interplay between AI-driven searches and human support, indicating a significant transformation in how consumers engage with e-commerce.”
The Future of E-commerce
This survey emphasizes that the key to gaining a competitive edge in e-commerce lies in how businesses harmonize AI technologies, social media commerce, and human customer service. As the digital marketplace evolves, companies must adapt to these trends to meet consumer expectations effectively.
Transcosmos, established in 1966, provides a range of services aimed at enhancing clients' operational efficiencies and competitive edge through digital technologies. With an ongoing commitment to operational excellence, the company strives to be a global digital transformation partner, helping clients navigate the complexities of the ever-evolving business environment.
For a detailed look at the survey's findings, visit the Global Online Shopping Survey 2026.
Topics Consumer Technology）
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