The Funnel Rewired: How Commerce Media & Social Commerce Are Converging
More than half of consumers now use AI tools to find and compare products, and social platforms have become full commerce platforms. Get the report based on a survey of 1,008 US consumers.
The Funnel Rewired
Get the full report on how commerce media and social commerce are converging into one consumer journey.
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Survey data from 1,008 US consumers
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The rise of the AI shopper
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Four consumer profiles and 2026 strategies
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Generational differences in journey and trust
Inside the Report
The new journey. The 2026 consumer journey is nonlinear, multi-platform, and algorithm-influenced. The report breaks down where consumers start, where they research, and how social commerce fits in.
See the new journey
The rise of the AI shopper. 28% of consumers use AI tools daily for shopping research. The report covers how consumers use AI, where the trust divide is, and what generational adoption looks like.
Read the AI shopper data
The commerce media shift. Sponsored product ads on retailer sites are the most influential ad type for 59% of consumers. The report walks through the ad format hierarchy, personalization, and trust.
See the commerce media shiftThe 2026 Shopper, by the Numbers
Based on a survey of 1,008 US consumers
The consumer journey in 2026 is nonlinear, multi-platform, and algorithm-influenced. It may start on Google, pivot to Amazon for pricing, detour through Reddit for peer validation, loop back through a TikTok video, and end with a purchase on a retailer app three days later. Brands that build campaigns as if the journey is a straight line are building for a consumer that no longer exists.
See the new journeyAI is already in use by most consumers, and adoption is broad and growing across generations. Millennials lead in daily AI tool usage for shopping research at 39%, nearly double Gen Z's 21%. This challenges the assumption that AI-native behavior belongs primarily to the youngest consumers.
Read the AI shopper dataPlatform ROAS is designed to optimize in isolation. Last-click attribution shows you where the sale closed, not what made it possible. The result is that social looks inefficient, upper funnel looks expensive, and retail search gets all the credit. The report shows how brands are rethinking measurement for a converged journey.
See the commerce media shiftThe walled gardens that exist for brands simply don’t exist for shoppers. Consumers don’t move in clean stages. They don’t switch mental models when they move from TikTok to Amazon. It’s one continuous experience, but inside many of the organizations we work with, those internal walls are very real.
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