UK online shopping habits and attitudes to AI
New primary research into how shoppers across the UK search, discover and buy online, and what they now expect from AI. Essential reading for every ecommerce brand.
The research comes from Morvo, the brand-owned AI personal shopper that helps ecommerce brands turn these shopping conversations into increased ecommerce conversion.
of UK shoppers leave a brand's website when its on-site search fails them.
now go straight to an AI tool like ChatGPT when a brand's search lets them down.
prefer AI built into a brand's own website, ahead of the 34 percent who prefer a general tool like ChatGPT.
want to describe what they are looking for in their own words rather than search and filter.
Three sectors studied in depth
The research covers UK consumers who buy directly from brands' own websites, not marketplaces. Each sector is reported in depth, with cross-sector findings across the whole base.
How shoppers discover, choose, and what most often stops them completing a clothing purchase.
Goal-led discovery, the need to explain and reassure, and questions of safety.
Concern-led matching to skin type, and the friction of not being able to try.
Three sectors studied in depth
Tap a sector to see what the report covers.
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