Where Growth Leaks: Three Trends Changing How Shoppers Discover, Decide, and Buy

What brands can do now to turn each shift into revenue, with six growth moves for retail, CPG, and multi-location brands.

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About this guide

A shopper asks an AI tool which earbuds are worth buying, checks Reddit, watches a creator test two pairs, and buys at a big-box store two days later. Each moment shaped the sale, and each is a place to earn demand. Behavior now changes faster than an annual plan can follow, and AI complicates discovery, measurement, and consumer trust along the way. Connected commerce starts by seeing that path as one journey. This report covers three shifts in the shopper journey and the growth moves to make on each.

What you'll learn

The Path to Purchase Has Outgrown Channel Measurement

A single shopper moves between social, search, reviews, and AI before buying your product in store. Your systems often log those moments as separate people, so you can't tell which one drove discovery, which built confidence, and which closed the sale. Learn how to build a unified view of the shopper, so budget follows what drove the sale and growth leaks between channels shrink.

GLP-1 Is Changing How Entire Households Shop

Twenty-two percent of U.S. households now include a current GLP-1 user, and labeling a product for GLP-1 users can turn shoppers away. You don't need to know who is on the medication to track the behavior changes that affect whole households. The report shows how to build segments around those behaviors and align messaging to them, so your brand grows with GLP-1 users and the broader health-conscious shopper base.

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AI Is Deciding Which Brands Make the Shortlist

Nearly one in five shopping journeys now starts inside an AI tool. Machine availability, the likelihood an AI system can find and recommend your brand, sits beside mental and physical availability. Find out where to put resources to earn a place on the AI shortlist and still build the memory and trust that win the final choice.

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