Online product research - statistics & facts

The conditions for product research are constantly evolving in the digital arena. Whether it is the increasing role of GenAI as a product search tool or Amazon stopping to advertise their products on Google Shopping, e-commerce users need to adapt to new trends to discover more about the products they intend to buy. Many digital buyers prefer not to spend their hard-earned money before doing research on prices, reviews, product details, among other characteristics. In 2025, the majority of e-commerce users worldwide conducted research online before major purchases, not leaving their purchase outcomes to chance.
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Published by Xin Ou, Dec 17, 2025

Key insights

Share of search engines users during product research
**%
Country with the largest share of people researching online before major purchases
Greece
Product category consumers research the most through UGC
Electronics

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Current statistics on this topic

Share of people researching online before major purchases in 53 countries & territories worldwide, as of January 2025

B2C E-Commerce

People researching online before major purchases in selected countries worldwide 2025

Main social media platforms used for product discovery and research worldwide in 2024

Digital Shopping Behaviour

Social media platforms used for product discovery worldwide 2024

Online shoppers in the United States who used artificial intelligence-powered search for shopping research or inspiration in 2024, by age group

Online Search

U.S. online shoppers using AI search for shopping research 2024, by age group

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Amazon
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Online shopping events in Latin America
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Mercado Libre
Mercado Libre
TikTok Shop
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Online shopping behavior in Mexico
Online shopping behavior in Mexico
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