Woo & Klaviyo survey shows shoppers slowing down, validating every purchase

Woo and Klaviyo surveyed 6,000 shoppers across the U.S., U.K., Canada, and Australia and found that rising costs and economic uncertainty are leading consumers to validate purchases more carefully across multiple platforms. 43% of shoppers research products on one platform but buy on another, and 55% of Gen Z discover items on TikTok before turning to Amazon reviews for validation. The study also highlighted AI’s growing role in product discovery, with 28% of consumers (66% of high earners) using AI tools to guide purchases. Reviews, trust, and personalization remain top priorities, with 64% of consumers citing reviews as their biggest purchase driver and 43% abandoning carts if quality feels uncertain.