Online shopping in 2026 looks a lot like a choose-your-own-adventure, according to the latest findings from ChannelEngine’s Marketplace Shopping Behaviour Report 2026.

The report surveyed 4,500 marketplace shoppers across the globe, digging into how people shop online and why some products make it to the checkout while others get abandoned.

Shoppers are bouncing between marketplaces, search, social and even AI tools before finally pulling out their credit cards. If you’re a small business selling online, being everywhere helps, but according to the report, trust is what actually closes the sale.

Marketplaces still popular

Marketplaces remain the most common place shoppers begin their online hunt, with 37 per cent saying it’s the first stop when they’re looking to buy something. That’s down from last year, but still puts marketplaces ahead of search engines and social platforms.

What has changed is how fragmented the journey has become. Shoppers now browse an average of three marketplaces before buying, treating platforms like Amazon, eBay and Temu more like comparison engines than digital shopfronts.

More than half of shoppers (53 per cent) say they always or often compare the same product across multiple marketplaces before making a decision. Price differences don’t go unnoticed either. Nnety-five per cent of shoppers say they notice price differences across platforms, and 13 per cent say those differences are often significant.

Price matters but free shipping matters more

Price is still king. Nearly half of shoppers (48 per cent) say lower prices are the biggest reason they buy from a marketplace. But price alone won’t seal the deal.

According to the report, “free shipping strongly influences purchase decisions for 91 per cent of shoppers”, making it the single most powerful driver of conversion. That’s followed by customer star ratings (83 per cent), verified buyer reviews (81 per cent) and payment options (77 per cent).

Interestingly, sustainability still polls well in theory: 73 per cent say it matters, but when it comes to actual buying behaviour, it slides down the priority list. Shoppers like the idea of being green, but they like free delivery more.

Younger shoppers want experience

Age also plays a role in what shoppers care about most. Older shoppers are laser-focused on price, while younger shoppers expect a slicker experience.

Gen Z and Millennials are more likely to prioritise high-quality product listings, better shopping experiences and strong trust signals like reviews and ratings. They’re also more influenced by sponsored listings, with 44 per cent saying they’ve purchased a product they discovered through marketplace ads.

For sellers, that means ads are about getting onto the shortlist early, before shoppers disappear down a rabbit hole of tabs, screenshots and comparison spreadsheets.

Trust is now the deal-breaker

If there’s one word that defines online shopping in 2026, it’s trust.

The report found three in five shoppers hesitate to buy if reviews are missing, and 80 per cent rely on star ratings or verified reviews when deciding what to buy. Secure payment options are now the number one trust requirement when trying a new marketplace.

Trust also erodes quickly when information is unclear. The top reasons shoppers avoid buying on marketplaces include concerns about product quality (43 per cent), authenticity (31 per cent), complicated returns (26 per cent) and uncertainty about who the seller actually is (22 per cent).

“When shoppers cannot easily assess quality, authenticity, or seller identity, hesitation rises and conversion stalls” states the report. That hesitation is even stronger for higher-value items like electronics, luxury goods and appliances.

Loyalty programs won’t save you

If you’re banking on loyalty programs to keep customers coming back, don’t get too comfortable.

While 66 per cent of shoppers are subscribed to at least one marketplace loyalty program, only 22 per cent say they regularly take full advantage of the benefits. Nearly one in six say loyalty programs don’t influence where they shop at all.

“Loyalty functions as a value signal, not a brand signal” states the report, decalring shoppers will still compare prices regardless.

AI is the new shopping sidekick

AI is officially part of the shopping journey, with 58 per cent of shoppers using AI tools to research products. ChatGPT tops the list, used by one-third of respondents, followed by Google’s AI tools and Gemini.

But when it comes to actually buying something, shoppers still want to stay in control. Only 17 per cent say they’d be comfortable purchasing directly through an AI assistant, while 43 per cent flat-out prefer marketplaces or brand websites.

AI, for now, is more helpful research assistant than trigger-happy checkout clerk.

What it all means

The lesson for business owners is pretty straightforward: Shoppers are exploring more platforms, more channels and more countries than ever before but they buy where they feel confident.

That confidence comes from clear pricing, accurate product info, strong reviews, easy returns and reliable delivery.

“Consumers are not loyal to channels; they are loyal to the experience that feels certain.”

This post first appeared on Flying Solo. You can read it here. 

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