Consumers are increasingly turning to generative artificial intelligence, although its use is not yet widespread – currently 13 percent declare it. online buyers — the study shows.
Most often, AI, i.e. tools such as Chat GPT or Co-pilot, supports them at the stage of collecting information about products (86%) and searching for them (73%), but also when looking for inspiration (48%), tracking deliveries or handling orders (20%), say the authors of the Allegro report.
The motivations of consumers using AI are diverse. The most important of them are the desire to save time (67%), the ability to compare prices (56%), as well as finding the best offer (27%) or looking for new products (21%). For some buyers, the sense of security is also important – almost every fifth AI user (19%) emphasizes that these tools help ensure that the transaction is safe.
45 percent buyers start their shopping from marketplaces – an increase of 11 percentage points. compared to 2022 – according to the report. Allegro remains the leader, chosen by 7 out of 10 people who start shopping on the platforms. The second most frequently chosen starting place is Google (19%). The next places are taken by: online store websites (7%), price comparison websites (4%) and advertising websites (3%). Compared to 2024, Allegro has strengthened its position as the place to start the shopping path in several product categories. The largest increases were recorded in the following categories: cleaning products, pet supplies, collections and art, automotive and home and garden.
“The trend of compressed commerce is still strong, i.e. shopping as shortened and condensed as possible in one place, carried out in the shortest possible time,” we read in the study.
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“Nearly half of customers who start shopping on Allegro use the search engine, entering a specific product name. According to our internal data, during peak periods, customers enter up to 2,000 purchase queries per second,” says Marcin Bruś, Group Advertising Director at Allegro.
44 percent consumers finalize the transaction on the same day as they start their search, and nearly one fifth decide to buy immediately. More than half of e-customers expect purchases to be made as quickly as possible, and almost 8 out of 10 of them admit that in the case of little-known products, they expect full information at the point of purchase – to avoid the need to look for additional sources.
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