Imagine trying to choose a new pair of headphones today. You start with a simple search and scroll, expecting to find a few good options. But instead, you’re met with hundreds of choices, each promising superior sound quality and cutting-edge features. Excitement quickly turns to overwhelm.
This is the reality for many consumers navigating today’s digital landscape. The ubiquitous nature of online shopping has left 42% of shoppers feeling exhausted and overwhelmed by the sheer number of choices. Over 60% of Gen Zers say they experience “decision paralysis” when shopping, feeling stuck and unable to choose. Faced with an endless stream of choices and a cacophony of competing voices, it’s easy to feel lost and unsure where to turn.
In partnership with Two Cents Insights, a boutique research agency, Vox Media surveyed 1,500 adults 18+ to understand how consumers perceive different shopping platforms and what they find most helpful in navigating the ‘paradox of choice’. We found that in this era of overwhelming choice, consumers are increasingly seeking trusted tools and content that provide clear, reliable guidance.
Trust is paramount
Shoppers may love convenience, but trust is driving decisions across the majority of product categories.
Shoppers may love convenience, but trust is driving decisions across the majority of product categories.
The dominance of trust is evident for categories with both high priced items including technology (84%) and luxury goods (74%), as well as everyday items such as beauty and personal care (67%), kitchenware (59%), and apparel (58%).
The rise of mistrust
While both Google Search and Amazon bring undeniable convenience and choice to the table, skepticism of both promoted products and reviews on these platforms is rising. When using Google search, the majority of shoppers report at least one-quarter of their results are sponsored, with 37% saying these sponsored results are not useful. On Amazon, consumers are questioning the authenticity of reviews, acknowledging that there are an increasing number of fake or bot-created reviews.
Similarly, trust in recommendations from social media creators on TikTok and Instagram is in question. Consumers are significantly more likely to associate creators on both platforms with being “questionable or misleading” over “accurate or trustworthy”.
Google and Amazon provide an abundance of choice and social platforms provide quick access to new products, but the value of trusted reviews and recommendations cannot be understated as trust always comes first.
Google and Amazon provide an abundance of choice and social platforms provide quick access to new products, but the value of trusted reviews and recommendations cannot be understated as trust always comes first.
Commerce publications like The Strategist, The Cut, PS, and The Verge are a beacon of trust, over-indexing twice as much on being “accurate or trustworthy” than Google Search and Amazon.
This trust highlights the role of digital publishers as a safe haven for consumers seeking unbiased, expert-curated guidance. 34% of shoppers turn to commerce publications for advice from real people, significantly higher than other destinations. Similarly, 30% trust commerce publications’ guidance to avoid buyer’s remorse.
These publications also play a pivotal role in broadening shopper horizons with nearly 1 in 2 consumers discovering products or brands they wouldn’t have considered otherwise. Partnerships with commerce publications like The Strategist, The Cut, or PS offer brands an opportunity to show up in an environment that helps shoppers build confidence. This confidence translates to action – 83% of users have purchased products recommended by The Strategist, while 65% have taken a recommendation or made a purchase after reading The Cut.
Conclusion
As the online shopping landscape continues to evolve, brands and marketers must prioritize trust-building and align with voices that create a safe environment for promoting products. The role of trusted publishers and expert recommendations will only become more important as consumers attempt to decipher the online shopping maze, overcome decision paralysis, and make purchasing decisions they feel good about.
Partnering with Vox Media’s commerce publications – The Strategist, PS, The Cut, Eater, Polygon and The Verge – provides brands with a unique opportunity to engage shoppers within trusted environments that guide, inform and inspire. Brands not only have the opportunity to cut through the noise, but also drive conversion and foster loyalty.
Elevate your brand with shoppers, increase visibility and drive conversion with Vox Media’s commerce team. Contact voxecomm@voxmedia.com.
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Strategic Partners: Cat Fish, Camilla Cho
Research Partner: This study was commissioned by The Vox Media Insights and Research team, with surveys from Two Cents Insights. The Vox Media Insights and Research team surveyed over 1,500 U.S. adult shoppers in November 2024. Two Cents Insights is a boutique research agency that partners with brands and digital platforms to transform research into actionable insights. Their expertise lies at the intersection of consumer needs and business goals, fueling differentiated go-to-market strategies and customer-centric product development.
Illustrator: Lauren O’Connell
