Who Shops Where? 2026 Shopper Demographics

Billy Odell Tucker-Robinson Founder & Host — Banking With Billy Network • Intelligence Network • Data Science • AI Research • World News
Published: 2026-09-04T01:00:19.092Z • Permanent link

Coresight Research's latest study, Who Shops Where? 2026 Shopper Demographics, has shattered long-held assumptions about consumer behavior. The data-driven analysis, conducted by the renowned research firm, reveals that online shopping habits are on the rise, with 71% of shoppers preferring to browse and purchase products digitally. Key findings indicate that consumers are increasingly turning to social media platforms to discover new products and brands, with 62% of shoppers citing social media as a primary source of product inspiration.

One of the most striking aspects of the study is its focus on the growing influence of social commerce. According to Coresight Research, 45% of shoppers are more likely to purchase a product if it is available on social media, with Instagram and TikTok emerging as the most popular platforms for social commerce. This trend is particularly significant, given the recent acquisition of Instagram by Meta Platforms, Inc., and the subsequent integration of e-commerce features into the platform.

The study's findings are also notable for their geographical scope. Coresight Research analyzed data from 23 countries, including the United States, China, India, and the United Kingdom, among others. The results highlight significant differences in consumer behavior across regions, with online shopping habits varying significantly depending on factors such as age, income, and urbanization. For example, the study found that 80% of online shoppers in South Korea prefer to shop on social media, compared to just 25% in the United States.

Coresight Research's study has far-reaching implications for companies operating in the social commerce space. Retailers and brands must adapt to the changing consumer landscape, investing in social media marketing and e-commerce infrastructure to remain competitive. According to Coresight Research, 75% of retailers are planning to increase their social media marketing budgets in the next year, highlighting the growing importance of social commerce in the retail sector.

The study's findings also have significant implications for research communities and policy environments. As social commerce continues to grow, policymakers must consider the regulatory implications of this trend. For example, concerns have been raised about the impact of social commerce on consumer data protection and online safety. Coresight Research's study provides valuable insights into these issues, highlighting the need for policymakers to develop more effective strategies for regulating social commerce.

Coresight Research's study is part of a larger pattern of convergence between social commerce, e-commerce, and traditional retail. The rise of social commerce has been driven in part by the increasing importance of digital channels in the retail sector. According to a report by McKinsey & Company, digital channels now account for 25% of all retail sales, up from just 5% in 2010.