Information. Transparency. Trust. These are the big three for the 2025 online consumer, according to Akeneo’s 2025 PX Pulse survey. In other words, if you want to sell your brand’s product, you must ensure that you’re delivering on these key factors.
The survey found that consumers are looking for reliable reviews, clear product descriptions, and accurate product and availability information. Online shoppers found photos to be the most valuable insight at 62%, followed closely by user reviews (57%) and availability (46%).
Shoppers’ Imperatives
Marty Bauer, e-commerce expert at Omnisend, told The Food Institute that, in 2025, consumers want to feel certainty about what they’re buying, how long before it arrives, and that they won’t regret it later. Photos, customer reviews, and item descriptions provide credibility – which, in turn, create trust.
Billie Argent, UX director at Passionates Agency, noted that this year’s top demand is clear information.
Modern shoppers “will shift from visually appealing presentation to substantiated evidence to alleviate perceived risk,” Argent said.
For example, modern consumers tend to appreciate high-quality photos from a variety of angles, unfiltered reviews by customers describing their experiences using products, and product descriptions that provide exact details regarding a product’s dimensions, texture, and performance.
Typically, a consumer who views multiple images that demonstrate a product placed in a customer’s hand, or within a home will feel confident when making a purchase.
Reviews are also extremely important, experts note. But it’s not necessarily the product that has the most positive reviews. Being specific is key.
“When it comes to customer reviews, it’s more important how recent and specific they are than the average rating,” Bauer said. “Even a negative review can raise trust if the store replies thoughtfully.”
As for item descriptions, fancy adjectives won’t accomplish much if they don’t answer the five basic questions: what it does, who it’s for, materials, dimensions, and care.
Top Frustrations
Transparency is non-negotiable, according to the survey.
Unclear product descriptions were the biggest frustration for today’s online shoppers, and 83% of consumers polled said they wouldn’t complete a purchase if an unexpected fee appeared at checkout. Consumers also said they were more likely to switch brands if the product information is unclear.
The survey found that, compared to last year, the number of consumers frustrated by unclear product descriptions rose from 28% to 34%. Inaccurate product descriptions caused 33% of consumers to abandon a brand, compared to 25% in 2025. Shoppers are also switching brands more than last year. Sixty-five percent of consumers said they switched brands due to better product information, compared to 57% in 2024.
Keys to Securing Customers in 2026
AI is also playing a larger role in how consumers shop. Justin Christopher, manager of e-commerce and marketing at Klatch Coffee, said consumers tend to ask AI agents questions like “what is the best…”, or “where can I get a,” and those same social proof signals also contribute to which merchants are getting mentions and recommendations in AI tools.
Today’s online shopper can compare and consult with a multitude of different channels, so retailers must find a way to grab the shopper. A key way to accomplish that is by providing consistent information across the shopping journey.
The ability to shop online has opened countless doors, and consumers have the power to choose where they shop with a click of a finger. As a result, retailers must cater to shoppers’ precise demands.
Food for Thought Leadership
In this episode of Food for Thought Leadership, Food Institute VP of content and client relationships Chris Campbell sits down with Barry Thomas, senior thought leader at Kantar, to unpack the rapid rise of agentic AI — a new class of AI systems that don’t just generate information but take action on behalf of the user.
