From Funnel to Flexibility
UK Buying Edition
Today’s consumers do not move in a straight line from awareness to purchase. They switch between watching, browsing and buying across channels, platforms and moments, often within the same journey. While that makes the path to purchase less predictable, it creates a bigger opportunity for marketers to influence action before the final checkout moment.
Discover the new buying reality
Discover the new buying reality
In our latest UK report, we explore how people move between watching, browsing and buying, and why buying is no longer just the final step in the journey.
It is the cumulative outcome of a connected set of moments shaped by convenience, value, confidence and ease.
From social commerce and AI-assisted shopping to checkout friction and omnichannel behaviour, the findings show that purchase now happens across a wider mix of environments, signals and decisions than the classic funnel allows for.
Our report details:
Why buying starts before the checkout
How convenience, value and confidence shape purchase decisions
How social and AI are reshaping where and how people buy
Why friction now matters as much as persuasion
Why physical and digital shopping still need to work together
