The Bazaarvoice annual Shopper Experience Index highlights a shift in consumer behaviour, with omnichannel shopping now including webrooming, showrooming, and social media as core elements. Australians are increasingly relying on user-generated content (UGC) for product discovery and purchase decisions, and personalised offers are becoming key drivers of sales.
About nine in 10 (89%) Australian shoppers consider a seamless shopping experience across different channels very important, slightly higher than the global average of 88%, with four out of five (83%) preferring a blend of in-store and online shopping.
More than three-quarters (78%) of Australian consumers engage in online-to-offline shopping behaviour where they research products online before buying them in physical stores (webrooming), while 57% do the opposite (showrooming), compared to the global averages of 75% and 59% respectively.
Social commerce is growing with over one-third (38%) of Australian consumers using social media for product discovery and research, while 28% are purchasing directly through these platforms, compared to 39% and 31% globally.
In 2021, over half (55.4%) of Australian respondents said they never shopped on social media. This year, that number dropped to just 24%, the same as the global average. Instagram (69%), YouTube (62%), and TikTok (50%) are used most by Gen Z for product discovery, while Facebook is most popular for Millennials (66% globally). However, Australian Gen Z are significantly less likely to start their shopping journey on social media (6%) than the global average (18%).
More than half of Australian consumers (54%) are happy to share their opinion when asked to rate a product, an increase from 36% last year. In 2023, almost half (46%) of respondents identified as ‘passive consumers’, who tend to consume opinions rather than sharing their own. This year, that number dropped to just 28%, consistent with the global trend.
Around two-thirds (65%) of Australian shoppers rely on UGC, such as ratings, reviews, photos, and videos for their buying decisions. Nearly half of shoppers find user reviews on retailer websites to be the most influential content when researching products online.
Gen Z is highly influenced by UGC, with 80% considering it crucial in their decision-making process, the same as the global average. However, generation impacts what type of content they prefer. Baby Boomers rely more on traditional UGC-like ratings and reviews, while Gen Z prefers visual content like photos and videos from social media influencers. 51% of Baby Boomers in Australia do not find UGC important.
Personalised offers drive 42% of local shoppers to complete purchases online, slightly lower than the global average of 45%. They resonate even more strongly with Gen Z, 61% of which find these tailored offers impactful, the same as the global average.
Bazaarvooice chief marketing officer, Zarina Lam Stanford said, “This year’s study reinforces that to succeed today, brands and retailers must meet their customers wherever they shop—especially on social platforms, where consumer engagement and comfort with purchasing are on the rise.
“The demand for UGC is higher than ever, and it’s a powerful tool for creating genuine connections that influence purchase decisions. As consumers shift from passive observers to active content creators, brands have a unique opportunity to harness authentic voices and build trust across all touchpoints.”