According to new research from Akeneo, today’s shoppers are savvier and more selective than ever, especially during high-profile online shopping events like Amazon Prime Day. The survey shows that 90% of consumers say that product reviews directly impact their purchase decisions, while 60% conduct research ahead of time to ensure they’re getting a deal. Even though 89% of shoppers still plan to participate in this year’s Prime Day, only 67% are confident that the prices are truly the best.
With inflation, tariffs, and other economic pressures tightening wallets, buyers are moving past impulse purchases and embracing data-driven shopping. Consumers are now basing decisions on a mix of transparent pricing, user-generated content, and reliable product information. Retailers who want to win clicks need to earn trust first.
“As economic uncertainty continues to put consumers on edge, providing a transparent, consistent product experience has never been more critical to brand loyalty and customer conversions,” said Romain Fouache, CEO at Akeneo. “Consumers are conducting their due diligence – not just around the best deals and pricing, but around the quality, consistency, and reliability of products – to ensure they’re fully confident they’re getting what they pay for before they click purchase.”
Consumers Trust People Over Brands
The power of peer reviews continues to dominate the digital shopping space. A whopping 90% of consumers rely on reviews to guide their decisions, and interestingly, not all reviews are equal. While 32% say that positive reviews sway their buying behaviour, 19% say it’s the negative reviews that carry more weight. This highlights that today’s consumers put more stock in authentic feedback from fellow shoppers than in slick marketing campaigns.
For brands, this means more than just having a five-star rating; they must cultivate a review ecosystem that’s consistent, credible, and accessible. Without it, they risk losing shoppers to competitors that offer more transparency and customer voices.
Shoppers Want Brands to Share the Burden
Tariffs aren’t just a behind-the-scenes business issue, they’re front and centre in consumers’ minds. Akeneo’s survey found that 80% of shoppers are influenced by tariff-related pricing, and 40% are actively tracking how these economic policies affect their checkout totals. In addition, nearly half (49%) of respondents say they would be more loyal to brands that absorb the cost of tariffs rather than pass them along. Only 10% claim tariffs don’t impact their loyalty at all.
It’s no longer enough for brands to just list a price. Shoppers are demanding transparency about where products come from (with 89% considering country of origin when making a purchase) and how prices are determined. This is especially true during major sales like Prime Day, where 57% say tariffs are already influencing their behaviour—whether that’s buying less, skipping the event entirely, or turning to alternative retailers.
Research is the New Retail Therapy
As much as shoppers love a good deal, they’re increasingly sceptical of the flash-sale frenzy. With just two-thirds of consumers believing they’re actually getting the lowest prices on deal days, more than half are doing extra research to make sure they spend their money well. Deal day shoppers are digging into specs, reading reviews, comparing prices, and checking the fine print.
For brands and retailers, this means that a flashy banner ad isn’t enough anymore. Success hinges on providing detailed, trustworthy product information and streamlining the digital shopping experience. In the era of economic uncertainty, consumers are turning to smart, strategic decision-making and expecting brands to rise to the occasion.