AI adoption, fragmented shopping journeys and rising consumer expectations are reshaping fashion buying journeys, as shoppers become more selective, says a new study by Athos Commerce.

Original research of over 2,000 UK fashion shoppers in its Connected Consumer Report reveals that customers are becoming more selective and increasingly comfortable using AI throughout their buying journeys.

Six in ten (60%) now use AI tools when shopping for apparel, while two fifths (39%) are comfortable completing fashion purchases directly through AI platforms, rising to 50% of Gen Z, as shoppes move ever closer to zero-click commerce.

“The next battleground in ecommerce isn’t simply traffic acquisition, it’s discoverability,” Gary Lombardo, CMO of Athos Commerce, commented. “Consumers are increasingly relying on AI, social and conversational experiences to find products.”

“Retailers that can deliver accurate product information, seamless experiences, and consistent merchandising across every touchpoint will be best positioned to convert that discovery into revenue.”

But, while adoption of AI-led fashion purchasing is growing, so too is the gap between discovery, consideration and conversion, the report warns. Highlighting the growing gap, the study found that despite 62% browsing fashion online weekly, only 38% make purchases at the same frequency.

As consumers’ buying journeys become more fragmented, using a mixture of websites, social platforms, marketplaces, apps and AI tools, this is creating new pressures on brands to deliver consistent experiences. Yet, just 14% of consumers polled by Athos Commerce say product information is consistently accurate across retailers’ digital touchpoints.

“Consumers are becoming far more intentional about how they shop,” said Graeme Moran, Associate Editor at Drapers. “They’re browsing across more channels, researching longer and expecting every interaction to feel personalised and consistent… strong execution across the fundamentals of ecommerce is becoming a critical differentiator.”