Few consumers trust AI enough to complete a purchase, study finds

Uyen Duong

9th Jan 2026

A global study of 4500 consumers shows that while AI is increasingly used in product research, trust, delivery certainty and price clarity continue to determine where purchases are completed.

The study, ChannelEngine’s Marketplace Shopping Behavior Report 2026, surveyed marketplace shoppers across the US, UK, France, Germany and the Netherlands to examine how consumers discover products, compare options and decide where to buy in a fragmented e-commerce environment.

Findings show that AI is widely used during the research stage but has not replaced traditional purchase channels. 

Fifty-eight per cent of shoppers reported using AI tools to research products, and 37 per cent said they had started a purchase journey through an AI assistant. However, only 17 per cent said they were willing to complete a purchase through AI, indicating that its role remains supportive rather than transactional.

Comparison behaviour continues to influence purchase decisions. More than half of shoppers reported always or often comparing the same product across multiple marketplaces, with an average of three platforms visited before a final purchase. 

Buying from the first marketplace visited is less common, with comparison now a standard part of the purchasing process.

Trust is also influenced by user reviews and pricing consistency. Three in five shoppers reported hesitating to purchase products without reviews, even on familiar marketplaces. 

In addition, 95 per cent reported noticing price differences for identical products across platforms, making inconsistent pricing and incomplete product information barriers to purchase.

When assessing factors influencing purchase completion, 65 per cent of shoppers said sustainability matters to them, while 91 per cent reported that free shipping directly affects whether they complete a purchase. This indicates that cost transparency and delivery certainty remain key considerations at checkout.

ChannelEngine describes these dynamics as the emergence of a ‘Confidence Economy.’ As shoppers explore products across marketplaces, social platforms, search engines and AI tools, purchases tend to be completed on platforms that provide clarity around product details, pricing and delivery.

The report concludes that as AI becomes a permanent part of product discovery, competitive advantage will increasingly depend on reducing uncertainty through transparent product information, consistent pricing, reliable reviews and fulfilment capability.

• Further reading: Australians’ trust in AI remains low as consumers prefer human interaction.