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Half Your Customers Are Buying Differently Now. Here Is How. |
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47% of global shoppers have changed how they spend. Most brands have not caught up. |
August 25th 2026 |
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47% of global consumers now identify as value seekers. People who deliberately sacrifice convenience for savings, trade down to cheaper alternatives, and make deal-driven decisions every time they shop.
And nearly 70% of retail executives agree this is not a temporary phase. It is a permanent change in how people spend their money.
That includes your customers. In beauty, skincare, supplements, and apparel, people are thinking harder before they buy.
They compare more. They read more reviews. They take longer to decide. And when they do spend, they want to feel like they made the right call.
The brands that understand this are growing. The ones that do not are watching their conversion rates drop.
So what does this mean for how you market and sell your products?
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The Purchase Decision Has Gotten Longer
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People are not buying on impulse the way they used to.
Shopping is not just a thing people do anymore. It is something that is always happening. Whether they are scrolling TikTok, watching YouTube, searching on Google, or walking through a store, shoppers are constantly engaging with brands before they decide to buy.
That means your customer might see your product today and buy three weeks from now. They are gathering information the whole time.
Reading ingredient lists.
Checking Reddit threads.
Asking friends.
Looking at reviews from people who look like them.
The brands making money in this environment are not the ones with the flashiest ads. They are the ones who consistently show up with useful, credible information at every stage of this new customer journey.
What else can you do to succeed in this new environment? Keep reading to find out.
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Returns Are Becoming a Bigger Problem |
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Return rates for ecommerce are projected to range from 20% to 24.5% in 2026. And return fraud is now at a 15.1% rate across all ecommerce, with the average fraudulent return valued at $120.
That is a hit to your margins. And it is getting worse.
The brands managing this best are not just tightening their return policies. They are reducing the reason people return in the first place with:
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Clearer product descriptions.
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Better sizing guides.
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More accurate product photos.
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AR try-on tools.
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More detailed ingredient and usage information.
When a customer knows exactly what they are getting before they buy, they are far less likely to return it.
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Trust Is Now the Deciding Factor
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Price still matters. But it is not the only thing driving decisions anymore.
The top factors that highlight product quality for shoppers are brand reputation and history, with 45% of consumers citing these as major reasons they choose one brand over another. Durability and longevity are top factors across every generation.
Your customer wants to know that your brand stands behind what it sells.
That the ingredients are what you say they are. That other people have had good experiences. That you will make it right if something goes wrong.
Brands that communicate this are converting cautious buyers. Brands that do not are losing them to competitors who do.
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| Want to 3X Your Business? Let's Talk |
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Arun.K
Pro Marketer
arun@promarketer.ca |
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Pro Marketer, 10 Thornmount Dr, Toronto, Ontario M1B 3J4, Canada
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