Journeys start in consideration, not intent
Jaysen Gillespie, Global Head of Analytics and Product Marketing at RTB House, unpacked this idea during a recent panel session at eTail West, sharing data from a new consumer study that reveals dramatic changes in how people discover, evaluate, and choose brands. Both the study and the session underscore the need for advertisers to design strategies that address prolonged consideration cycles, the growing role of discovery-driven platforms, and the importance of staying relevant before purchase intent is fully formed.
The RTB House study, Before They Buy: The New Rules of the Digital Purchase Journey, shows that consumers rarely begin shopping with a single brand or product in mind. They start by browsing and evaluating options, even when they know the category they want to purchase. Brands don't win by assuming intent; they win by continuing to show up during the period of careful consideration.
For example, nearly half of fashion consumers purchasing a $30–$100 item evaluate three to five different options before buying. For more expensive items, they may consider up to ten. Across all comparison ranges, 78% of shoppers evaluate at least three options. The clear takeaway is that comparison is the default starting point for a resounding majority of fashion consumers.
We browse, pause, then decide
The ecommerce environment makes buying an item simple and potentially quick—with just a few clicks, you can purchase a product and get it delivered without ever having to leave the comfort of your home. But ecommerce also brings a proliferation of options and the ability to research, compare, and consider.
Our study revealed that 54% of consumers visit an ecommerce site two to three times before buying a $30-$100 fashion item, with 50% of Gen Z (compared to 24% of boomers) taking two or more days to complete a purchase. Consumers are saying that they will often pause for consideration, stepping away to explore their options and returning to buy after comparing products, prices, and brands.
Decision making slowly gathers momentum, coalesces over time and unfolds over repeat visits, not just a single session. Delayed purchases, cart abandonment, and deal hunting are now default behaviors. It shows us that price awareness is built into how people shop today, that they are aware of near-countless options and opinions at their fingertips, and that they are willing to take advantage of this fact and explore.
Promo calendars are broken
Traditionally, promo periods became the lifeblood of ecommerce brands. So much so, that they became integral to any major brand’s annual revenue and projected yearly earnings. Although promo periods will no doubt remain huge revenue drivers, our findings suggest a small rethink or strategic pivot may be needed.
Shoppers now seek bargains year-round, not just during tried-and-tested retail holidays such as Black Friday. Seasonal moments that happen throughout the year sometimes offer better bargain opportunities than Black Friday deals. Promo periods no longer guarantee value and conversion. For example, for items purchased on Black Friday, just 22% of respondents received a 21-30% discount, and 15% received no discount at all.
Generational differences—the K-shaped economy
It will, most likely, come as no surprise to learn that shopping on mobile continues to be a major purchasing factor. Our study revealed a striking difference between how generations shop, with just under half of Gen Z favoring mobile for fashion shopping—three times greater than boomers who still largely rely on desktop shopping. And with mobile being such a big driver to find new brands, it suggests that younger generations are more likely to come across compelling alternatives during the increasingly elongated consideration phase.
Spending behavior across generations was also found to be uneven. Gen X and boomers claimed to be nearly twice as likely to reduce spending in 2026 vs. Gen Z. Gen Z is largely more trend-driven and likely to engage in discretionary spending on experiences. Gen X and boomers focus more on essentials and place the quality and durability of items over passing trends.
Meet shoppers where they are—everywhere
With the purchase journey lengthening and intergenerational trends diverging, a pressing question is raised—where and how should I meet shoppers with messaging? At first glance, it could seem daunting. The larger the ecommerce canvas is, the more touchpoints there are. A longer period of research and consideration produces more data, which can be complex and disordered. Timing, messaging, and gauging the precise point of the shopper's purchase journey could, one would be forgiven for assuming, present a challenge.
RTB House deploys proprietary Deep Learning algorithms that are uniquely suited to analyzing vast amounts of unstructured data in real-time, recognizing patterns that other systems are blind to, gleaning instant insights, and acting on them. The more data Deep Learning is fed with, the sharper it gets. It uncovers non-obvious signals across the entire purchase journey, no matter how complex, and adds value to online campaigns. In other words, it x-rays the modern messy and tangled purchase journey and joins the dots for a clearer path.
Understanding these nuances is the first step toward staying relevant in an era of prolonged consideration. For a comprehensive look at the research and trends featured in this article, download our full report: Before They Buy: The New Rules of the Digital Purchase Journey.
