Transcosmos Reveals Global Online Shopping Trends in 8 Cities

AI-powered product discovery dominates, but human support still crucial for troubleshooting and purchases

Mar. 23, 2026 at 6:34am

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Transcosmos has released the results of its "Global Online Shopping Trends Survey 2026" across 8 major cities, highlighting the growing influence of generative AI in online shopping. The survey found that over 80% of consumers in Mumbai, Bangkok, and Shanghai use AI-powered search for product discovery, while Tokyo remains lower at around 20%. However, consumers still prefer human assistance for troubleshooting and final purchase decisions. The survey also noted the continued growth of social commerce, with platforms like TikTok/Douyin and Instagram emerging as key shopping channels.

Why it matters

This survey provides valuable insights into how AI and social media are transforming the online shopping experience globally. As AI-powered product discovery becomes more prevalent, especially in Asia, companies will need to adapt their e-commerce strategies to integrate AI, social commerce, and human support to remain competitive.

The details

The survey found that in Mumbai, Bangkok, and Shanghai, 70-90% of consumers use generative AI search services like ChatGPT across all shopping stages - from product discovery to Q&A and purchases. In contrast, Tokyo remained low at around 20% even for product searches. However, consumers still prefer human assistance for troubleshooting and final purchases, resulting in a more balanced preference between AI and humans in those areas. Social commerce usage also continues to grow, with over 50% of consumers in all cities except Tokyo using social platforms like TikTok/Douyin and Instagram for shopping.

  • The survey was conducted from January 28 to February 10, 2026.

The players

Transcosmos

A Japanese company that provides a range of business process outsourcing and digital marketing services to clients globally.

Masayuki Hagiwara

An analyst in the Global Business Division at Transcosmos who commented on the survey findings.

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What they’re saying

“The survey indicates that generative AI is significantly transforming online shopping behavior. AI is becoming the new gateway for product discovery, especially in Asian cities, where AI search and social media–driven purchasing behavior are rapidly expanding. Meanwhile, consumers still rely on human support for troubleshooting and final purchase decisions, showing a distinct division of roles between AI and humans.”

— Masayuki Hagiwara, Analyst, Global Business Division

The takeaway

This survey highlights the growing importance of integrating AI-powered product discovery, social commerce, and human support to deliver a seamless and competitive online shopping experience. Companies will need to adapt their e-commerce strategies to meet the evolving preferences of consumers who are increasingly relying on AI and social platforms for their shopping needs.