INDUSTRY // RETAIL. TECH
Daily online shopping plunges 57 % as shoppers return to the certainty of stores
Daily online shopping frequency has dropped sharply, falling from 21 % to 9 % in the past year as shoppers pull back from fast online purchases and lean more heavily on physical stores for confidence and value. This shift reflects rising prices, global trade strain and growing trust gaps in product content that make shoppers more cautious about what they buy and where they buy it.
These findings come from Salsify’ s 2026 Consumer Research report, which surveyed nearly 3,000 shoppers across the United States, the United Kingdom and Canada. The data reveals a consumer mindset defined by risk reduction and verification, with buyers scrutinising more details, comparing across more channels and seeking reassurance through in-store discovery. Sixty percent of shoppers now say they find new products in store, surpassing online marketplaces and marking a clear pivot from years of digital-first shopping behaviour.
“ Consumers are recalibrating. They are being selective, they are verifying every detail and they expect product information that gives them confidence from the start,” said Dom Scarlett, Research Director at Salsify.“ When content falls short, they walk away.”
Key trends revealed from the 2026 Consumer Research report include:
1. Economic pressure forces shoppers to hit the brakes on online buying Rising prices linked to global trade volatility are reshaping how shoppers evaluate purchases. Consumers are comparing more, delaying more and trading down more often as they try to stretch their budgets.
Thirty-nine percent compare prices more carefully, 38 % reduce spending in specific categories, and 37 % choose lower-priced alternatives regardless of origin. One in three now prioritises domestically made products, reflecting heightened sensitivity to global trade dynamics.
Many shoppers are postponing non-essential spending entirely. Twenty-seven percent are delaying discretionary purchases, and one in five is buying more secondhand, reinforcing the shift toward value and expanding the resale economy.
2. Stores become the new search bar as shoppers go back to the aisles Physical retail is back at the centre of the discovery journey. Brick-and-mortar stores( 60 %) now outrank online marketplaces at 57 % and social platforms at 52 % as the place where shoppers discover new products. Shoppers say discovering products in person gives them greater confidence in quality and accuracy than any digital channel.
3. The new buyer reflex: Verify everything before you buy anything Shoppers no longer rely on a single source of information. Fifty-four percent use two to three channels for midrange items, while 30 % use four to six channels and 11 % use up to 10 for big-ticket purchases.
4. Social commerce cools as shoppers stop falling for the algorithm Impulse buying is down as shoppers tighten spending and pull back from trend-driven behaviour. Purchases driven by influencers dropped 16 %, livestream shopping declined 12 %, viral product purchases fell 17 % and virtual try-ons decreased 9 %.
5. Quality defines 2026 and Gen Alpha has a seat at the table Shoppers are investing in products that feel reliable, longlasting and accurately represented. �
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