Nearly one in three consumers in Western markets are now buying products they first discover on social media platforms, as artificial intelligence (AI) and emerging digital commerce models reshape the path to purchase, according to new research from consumer intelligence company NIQ.
The findings, presented at The Consumer Goods Forum (CGF) Global Summit, highlight what NIQ describes as a fundamental shift towards "discovery-led commerce", with AI, social commerce and quick commerce increasingly influencing how shoppers find, evaluate and buy products.
While these commerce models have long been established across Asia, NIQ said they are now becoming a major driver of digital growth in Western markets. AI is also playing an increasingly important role in product discovery, helping to automate and personalise shopping experiences.
Despite the momentum, the company said adoption remains uneven. Around two-thirds of European consumers have yet to use quick commerce or social commerce platforms, suggesting there is significant room for growth as content-driven shopping continues to gain traction.
The research also highlighted the rapid growth of retail media, which has become a $184 billion (£139bn) global market as retailers increasingly monetise their digital platforms and first-party customer data.
Emilie Darolles, president of West Europe at NIQ, said: "Commerce no longer has an East or West – only a connected global model moving at the speed of AI.
"This is not hype – AI is fundamentally reshaping how consumers discover and choose products. The brands winning today are those that combine the strengths of both models and adapt in real time."
For retailers and brands, NIQ said the convergence of commerce models is driving a move away from fragmented channel strategies towards integrated consumer experiences, combining product discovery, retail media, fulfilment and measurement within connected digital ecosystems.
Paul Chapman, global head of CBIA at Haleon, said brands must increasingly connect consumer insight, activation and measurement in real time as AI changes how shoppers engage with products.
"Success increasingly depends on connecting insight, activation and measurement in real time – particularly as AI reshapes how consumers discover and engage with products," he said.
NIQ said brands and retailers that embrace these integrated commerce models will be better placed to capture future growth opportunities, while those slower to adapt risk falling behind as AI continues to reshape consumer behaviour.