Your shoppers are finding products everywhere. So why aren’t more of them buying?

Fashion discovery has exploded across mobile, social, search, AI tools and retailer websites. But more discovery does not always mean more conversion.

The Connected Consumer Playbook gives fashion retailers a focused view of how shoppers are discovering, evaluating and buying in 2026.

Inside, you’ll find the key consumer insights shaping today’s path to purchase, from mobile-first browsing and social discovery to AI-assisted shopping, conversion friction and the product information shoppers need before they buy.

What you’ll learn

• Why mobile is now the leading fashion shopping channel
• Where shoppers are discovering products before they reach your site
• Why there is a growing gap between browsing and buying
• How social and AI are changing the path to purchase
• What shoppers need to trust a product enough to buy it
• Where disconnected product data, content and experiences create friction

Who it’s for

For fashion ecommerce, digital trading, merchandising, product discovery and marketing teams who need to convert more shoppers across mobile, social, search, AI and onsite journeys.