Access Report

Conversational Commerce Is Changing How Shoppers Decide

2026 Commerce Relevance Report

Conversational
Commerce Is Changing
How Shoppers Decide

Why guidance matters — and where shoppers draw the line

Why guidance matters — and where shoppers draw the line

Why guidance matters — and where shoppers draw the line

Download the report

Download the report

The 2026 Commerce Relevance Report

examines how 4,000 shoppers in the U.S. and U.K. search, discover, and decide in an increasingly complex commerce environment. The data reveals a clear pattern: confidence is earned when experiences reduce uncertainty and provide direction, not when they simply present more options. 

examines how 4,000 shoppers in the U.S. and U.K. search, discover, and decide in an increasingly complex commerce environment. The data reveals a clear pattern: confidence is earned when experiences reduce uncertainty and provide direction, not when they simply present more options. 

Key dynamics shaping shopper confidence today:

Shoppers increasingly expect help deciding, not just help finding products.

Conversational and AI-powered guidance is reshaping expectations for how shopping experiences should explain, compare, and assist.

Discovery breakdowns remain common and continue to drive abandonment, especially when experiences fail to reduce complexity.

Trust and control set clear limits on how far personalization and AI-driven automation can go.

Five takeways
from the report

Findings from our study of 4,000 shoppers in the U.S. and U.K.

AI Expectations

0

expect online shopping experiences to evolve with conversational guidance

expect online shopping experiences to evolve with conversational guidance

Conversational experiences are becoming part of what shoppers expect

AI Assistance

0

are more likely to purchase when supported by an AI assistant during shopping

are more likely to purchase when supported by an AI assistant during shopping

AI assistance can increase purchase confidence

AI Limits

0

Only 16% are comfortable letting an AI assistant shop on their behalf

Only 16% are comfortable letting an AI assistant shop on their behalf

Shoppers want guidance, but not full automation

Trust

0

of shoppers are very cautious about sharing personal data when shopping online

of shoppers are very cautious about sharing personal data when shopping online

Data caution remains a limiting factor

2026 Commerce Relevance Report

2026 Commerce Relevance Report

2026 Commerce Relevance Report

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Discover how to convert shopper intent into confident decisions—and what it takes to deliver clarity at the moments that matter most.

© 2026 Coveo Solutions Inc. All Rights Reserved.

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© 2026 Coveo Solutions Inc. All Rights Reserved.

Customer Agreement

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© 2026 Coveo Solutions Inc. All Rights Reserved.

Customer Agreement

Cookie Preferences