Find out how shoppers are navigating marketplaces in a new era of online shopping
Marketplaces remain the primary environment for online shopping, but shopper behavior is evolving. Consumers are more deliberate, more comparative, and more selective than before, moving across marketplaces, social platforms, cross-border options, and emerging tools before deciding where to buy.
In the Marketplace Shopping Behavior Report 2026, we examine how shopper expectations around trust, value, and clarity are reshaping the marketplace journey, and what this means for brands and retailers operating in increasingly competitive environments.
The report explores how shoppers are:
Comparing across multiple marketplaces
as a standard part of the buying process, treating platforms as evaluation tools rather than single destinations.
Relying more heavily on product information
and reviews & seller credibility to feel confident enough to commit.
Balancing excitement and inspiration
with choice overload, and what helps reduce uncertainty in crowded listings.
Exploring new marketplaces
cross-border options, refurbished products, and social commerce, while remaining cautious about where they place their trust.
Using AI to support research
and comparison, while still preferring marketplaces and brand sites for the final
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