PYMNTS Intelligence surveyed 2,191 U.S. consumers in August 2026. Data shows that 23% of consumers, or 61 million people, now use AI for retail shopping research. Among these AI shoppers, 59% use AI to search for products they previously looked for on Amazon.
Despite the shift in search habits, purchasing behavior remains tied to established platforms. Amazon accounts for 60% of AI-assisted purchases, while big-box stores and brand sites capture 20% and 6% respectively. Average AI-assisted spending grew 17% between June and August, reaching $1,039.
OpenAI launched its Instant Checkout feature in September 2025, but the tool was discontinued by March 2026. While OpenAI targeted over one million Shopify merchants, only about 30 went live. Walmart reported that purchases made via ChatGPT converted at one-third the rate of those on its own site.
Consumers prioritize rewards such as fast shipping, free returns, and reliable customer service. When asked where they would prefer an AI agent to purchase items, 40% of respondents chose a large marketplace, while only 16% preferred a brand's own site. Trust remains linked to the ability of platforms to resolve issues.
