Customers Compare More Than Ever Before. In Online Retail, Trust Is What Wins

This behaviour is also confirmed by data from an international study among online shoppers, which examines how comparison and decision-making currently take place on online marketplaces.

The article is based on the Marketplace Shopping Behavior Report 2026, conducted for ChannelEngine by Sapio Research. The survey took place in October 2025, in the form of online questionnaires among 4,500 respondents in the United States, the United Kingdom, Germany, France, and the Netherlands. Various age groups were included, from Gen Z to baby boomers.

Marketplaces Are the Starting Point, Not the Destination

According to the research, 37% of customers begin their shopping journey directly on online marketplaces. At the same time, the customer journey today is far more fragmented than a year ago. People combine marketplaces, search engines, social media and AI tools, and before purchasing, they compare products on an average of three different platforms.

Simply being “listed somewhere” is no longer enough. Customers actively compare prices, availability and product page content across platforms. If they encounter discrepancies or unclear information, they move on regardless of the brand or the retailer’s familiarity.

As many as 95% of respondents said they notice price differences between platforms when comparing offers. Inconsistent pricing or differing product descriptions immediately weaken trust, regardless of brand strength.

Trust Matters More Than Loyalty

Loyalty programmes make shopping easier for customers, but they are not decisive on their own. While customers do take advantage of benefits such as free delivery or discounts, even loyal users continue to compare prices and evaluate competitors’ offers.

Key decision factors are so-called trust signals:

• ratings and reviews (60% of people hesitate to buy a product without them)

• a clear seller identity

• secure payment options

• transparent delivery and return conditions

The biggest barrier to purchase is not price but doubt – about product quality, authenticity, or what the customer will actually receive.

Product Data as a Performance Driver

Customers return products primarily when reality does not match expectations. According to the data, more accurate information about size, dimensions or specifications would reduce the likelihood of returns in 72% of cases.

More than half of customers now shop primarily on mobile devices. This is where unclear descriptions, missing specifications, or poor images are most noticeable, and they quickly undermine confidence in the purchasing decision.

At the point of comparison, customers do not decide based on marketing claims but on the details they are looking for. If they cannot find them immediately, they move on to the next offer.

AI Helps with Selection, but Customers Still Control the Purchase

When people are unsure about their choice, they increasingly turn to AI. They mainly use it to compare products and quickly understand parameters, not to make the purchase itself.

Trust in AI still has clear limits. Only 17% of customers would choose to purchase directly via AI today, while another 32% would consider it only for certain products.

AI currently functions primarily as a filter and orientation aid, not as a full replacement for marketplaces or e-shops. This further increases pressure on the quality of product data, which AI tools process and compare.

Key Takeaways

Although the data comes from abroad, the customer behaviour described here is easy to recognise in a local context as well.

• customers compare multiple channels in parallel

• differences in price and content quickly destroy trust

• reviews and accurate information carry more weight than brand

• product content directly affects returns and conversion rates

• AI raises the bar for data consistency across platforms

Online marketplaces are no longer just a sales channel. Customers mainly use them to compare offers. They complete their purchase where they find clear information and a sense of confidence.