IAB Australia, in partnership with Pureprofile, has released the Commerce & Discovery Report 2026. Now in its sixth wave in Australia and third in New Zealand, the study explores how consumers discover, research and buy products online, and the value exchange between shoppers and retailers in an increasingly data-driven world.
This year’s research was conducted against a backdrop of ongoing cost-of-living pressure and the rapid rise of AI in everyday shopping, as consumers grow more deliberate, cross-channel and value-conscious before they buy.
Key takeouts
The report points to four areas shaping commerce and discovery in 2026:
Non-linear paths to purchase: cost-of-living pressure is making shoppers more deliberate, with consumers moving across search, retailer sites, reviews, social and AI tools to build confidence before buying.
Search and AI are converging: search remains the dominant source of discovery but is evolving, while AI compliments rather than replaces existing research habits.
Trust drives creator influence: creators and influencers continue to shape discovery, with impact tied to authenticity and expertise rather than just audience size.
Loyalty depends on fair value exchange: retailer-owned assets remain central to research and purchase, but continued data-sharing hinges on discounts, member pricing and other tangible benefits.
Download the full report:
The IAB Australia & Pureprofile Commerce & Discovery Report 2026 is based on a nationally representative sample of 1,079 Australians and 877 New Zealanders aged 18–70 who have shopped online in the last 12 months. © 2026 IAB Australia. All rights reserved.