Price has lost its grip on the purchase decision. According to The State of Product Experience 2026, Syndigo’s annual global study of 8,736 consumers across six countries, ratings and reviews (53%) and detailed product descriptions (52%) now beat a discount or deal (49%) as the factors shoppers weigh most when making buying decisions. In an economy squeezed by inflation and tariff uncertainty, consumers are choosing proof over promotions, and the products that provide it are winning.

The cost of falling short is rising just as fast. Eighty-three percent of online shoppers say they’re likely to abandon a site or product page that does not give them the information they want and go to a competitor instead. Twenty-six percent returned a product in the past six months because it did not match their expectations based on what the content promised, up five points since last year. And 80% say inaccurate online product information damages their perception of a brand, a figure that has climbed every year since 2023, when it stood at 62%.

Key findings from Syndigo’s State of Product Experience report:

• Reviews are the new price tag. Shoppers now weigh what other buyers say more heavily than what the deal saves them: ratings and reviews (53%) and product descriptions (52%) outrank discounts (49%) as the top considerations in online purchases.
• Getting found is no longer the biggest problem; getting chosen is. Content-related shopping frustrations declined again this year, yet only around 2% of ecommerce traffic converts. The battleground has moved to the moment of choice.
• The product page is now a brand asset, shaping loyalty long after the sale. Eighty percent of online shoppers say inaccurate product content harms brand perception, and 76% are more likely to return to brands and stores that get product content right.
• AI is your newest, pickiest customer that never touches the product. It only reads the data, which makes complete, trusted product information more decisive than ever. Twenty-five percent of online shoppers are more likely to purchase a product recommended by AI, and 32% have or would permit AI autonomously purchase products for them.

“Every choice in commerce is made on product data. A shopper reads your reviews, a search engine reads your attributes, a retailer reads your specs, and now an AI model reads all of it at once and decides whether you exist in the recommendation,” said Simon Angove, Chief Executive Officer of Syndigo. “AI is the most risk averse of the bunch and it will not recommend what it cannot verify. That should change how every brand and retailer thinks about their product data, because the same complete, trusted content that convinces a person is exactly what convinces a machine.”

The report also documents the arrival of AI as a genuine participant in the shopping journey, corroborated by Adobe data showing AI-driven traffic to U.S. retail sites grew 393% year over year in the first quarter of 2026. New standards, including Google’s Universal Commerce Protocol and OpenAI’s Agentic Commerce Protocol, signal a future in which product data must be complete, structured, and machine-readable to remain visible at all.

The State of Product Experience 2026 is based on a representative survey of 8,736 adults in the United States, United Kingdom, Germany, France, Brazil, and Australia, conducted in June 2026 by an independent research provider. The full report is available at https://syndigo.com/ebook/state-of-product-experience-2026/.

^{About Syndigo
Syndigo helps great products get chosen. Every choice in commerce, whether by a shopper, a search engine, a marketplace, or an AI assistant, is made on product data and our software makes that data complete and trusted and moves it across the industry’s largest two-sided commerce network: 15,000+ brands and 3,500+ retailers. Backed by teams with decades of commerce expertise, brands and retailers including AutoZone, Colgate-Palmolive, Dole International, Unilever, and Walgreens trust Syndigo to get their products chosen. Learn more at www.syndigo.com.}

^{Methodology
All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 8,736 adults (of whom 8,058 were online shoppers) in Australia, Brazil, France, Germany, UK, and US. Fieldwork was undertaken between 5th – 17th June 2026.  The survey was carried out online. The figures have been weighted and are representative of all adults (aged 18+) in their respective markets.}