BARCELONA, ES — The Connected Consumer 2026 report from Athos Commerce and Drapers revealed how AI adoption, fragmented shopping journeys, and rising consumer expectations are reshaping the future of fashion e-commerce.
The findings highlight a significant shift in consumer behavior as shoppers become more selective and increasingly comfortable using AI throughout the shopping journey. Notably, 60% of consumers now use tools such as ChatGPT, Claude, or Gemini at least occasionally while shopping for fashion, while 39% say they are comfortable completing fashion purchases directly through AI platforms.
“The next battleground in e-commerce isn’t simply traffic acquisition, it’s discoverability,” said Gary Lombardo, CMO of Athos Commerce via press release. “Consumers are increasingly relying on AI, social platforms, and conversational experiences to find products. Retailers that can deliver accurate product information, seamless experiences, and consistent merchandising across every touchpoint will be best positioned to convert that discovery into revenue.”
Based on a survey of 2,000 UK consumers, the Connected Consumer 2026 report examines how shoppers are discovering, researching, and purchasing fashion products across websites, social platforms, marketplaces, mobile apps, and AI-powered tools.
The report found that while 62% of consumers browse for fashion online at least weekly, only 38% purchase at the same frequency, highlighting a widening gap between discovery and conversion.
To download the full report, visit here.