According to a recent report by Salsify, 69% of shoppers are making purchases while simultaneously engaging in other activities—whether watching movies, browsing YouTube, or scrolling TikTok. Many consumers even juggle multiple distractions at once while shopping, highlighting the rise of today’s “always-on” consumer.
“In 2025, consumers are making faster, more fragmented buying decisions, but they still expect seamless and personalized experiences. Retailers must earn trust by combining affordability with richer, more accurate content, as shoppers prioritise relevance and reliability over impulse buying,” said Dom Scarlett, research director of Salsify.
Economic uncertainty also plays a major role in reshaping consumer behaviour. With 66% of shoppers cutting back on non-essential spending, more than half (52%) opt for lower-cost store brands instead of name brands. Simultaneously, influencers are gaining even more sway over purchasing decisions.
The impact of influencers
In addition, the report found that 39% of shoppers made purchases based on influencer recommendations—an 18% increase from last year. Similarly, viral products are fuelling demand, with 34% of shoppers buying items they saw trending on TikTok and Instagram.
The rise of social commerce is another key trend. As many as 35% of shoppers make purchases through live streams, a 22% increase from the previous year. AI is also playing a growing role, with 28% of consumers trusting AI assistants for shopping help and 17% acting on AI-generated recommendations.
Despite this digital shift, trust remains a major issue for retailers. Inaccurate product descriptions led to 54% of shoppers abandoning their purchases, while 71% returned items due to misleading or conflicting information. Furthermore, in an era where 87% of shoppers are willing to pay more for brands they trust, consistency and authenticity are no longer optional—they are critical to long-term success.
Meanwhile, TikTok continues to gain traction among U.S. consumers. As of mid-2024, 31% of U.S. adults were using the platform, ranking it the fifth most popular social media app behind Facebook, YouTube, Instagram, and Pinterest. With the influence of social media, AI, and shifting economic conditions, retailers must evolve to meet the new expectations of the always-connected shopper.