August/September 2026 housewareslive.net


value. This time, shoppers are already using AI through platforms like ChatGPT, but retailers haven’t caught up.”


A more considered shopper


For housewares retailers, the findings suggest consumers are approaching purchases with greater confidence and a stronger focus on value than ever before. According to the research, 87 per cent of consumers believe they are making smarter purchasing decisions than they were two years ago. When asked what that meant, 36 per cent said it involved buying better quality products that would last longer, while 30% associated smarter shopping with researching retailers and brands before making a purchase.


Ms Minkow said this reflected the current mindset of UK consumers. “UK and Ireland consumers are extremely conservative with their spending,” she said. “That’s why this technology resonates with them so much. It allows


them to feel extremely well informed and be the empowered shopper they want to be.” For the housewares sector, that is particularly significant. Whether consumers are choosing cookware, knives, food storage, bakeware or small kitchen appliances, purchases are increasingly driven by durability, versatility and long-term value rather than impulse. The report also found that 69 per cent of consumers believe AI helps them become smarter shoppers, although only 48 per cent said it had actually encouraged them to buy more. “If you can introduce technology that helps the consumer feel smarter,


more strategic and actually spend less, that’s how you win,” Ms Minkow said.


Solving problems, not just selling products


One of the report’s most significant findings is that consumers are no longer beginning their shopping journeys with specific brands in mind. Instead, they are increasingly asking AI to solve everyday problems. They may ask which frying pan is best for induction cooking, which


food storage containers keep produce fresh for longer, which air fryer suits a family of four or which knives are best for someone learning to cook.


Ms Minkow said retailers should recognise that consumers are looking for solutions rather than product education. “Consumers are not necessarily going to these engines to learn,” she explained. “They’re going there to research something specific. They want just the right amount of information to solve a problem. They don’t want to be overwhelmed.” This presents an opportunity for specialist housewares retailers, whose expertise has traditionally centred on helping customers understand the differences between products and recommending the right solution for individual needs.


AI has become the new comparison tool


Consumers told researchers they most commonly use AI to compare brands, compare products and find the lowest available prices. ChatGPT emerged as the AI platform shoppers are most likely to use for these tasks.


Ms Minkow described AI platforms as “the new mall”, bringing


products from multiple retailers and brands together in one place. “Agents are putting all brands and all products under one roof,” she said. “You can really pick and choose.”


AGENTIC AI For independent housewares retailers, this means shoppers may


arrive having already narrowed their shortlist, making product expertise and personal service increasingly important in helping customers make their final decision.


Saving mental energy The report suggests today’s consumers value convenience differently than they did only a few years ago. Rather than simply saving time, shoppers increasingly want to reduce


the effort involved in researching purchases. “It used to be about saving time,” Ms Minkow said. “Now it’s about


saving mental energy.” Consumers are therefore happy to have a conversation with an AI assistant if it helps simplify a complicated buying decision. The findings also challenge traditional assumptions about online retail. “They know what they want, they have a mission and they want to find it,” Ms Minkow said.


“Get in, get out, whether that’s online or in physical stores.” According to the research, the ideal shopping experience is one that quickly finds the right product, clearly explains why it has been recommended and presents suitable alternatives without overwhelming the shopper with unnecessary information.


Trust will remain vital


Although AI adoption is growing rapidly, the report shows consumers still want to retain control over the final purchase. Respondents were most comfortable allowing AI to compare retailers,


recommend products and find the best prices, but were less willing to allow it to complete purchases automatically. Consumers also made it clear that transparency matters. The research found shoppers were far more likely to trust AI if it explained why products had been recommended, displayed the total cost upfront and showed alternative options. By contrast, paid recommendations proved unpopular. One in four consumers said they would stop using an AI platform if recommendations were ordered according to which retailer or brand had paid the most. “Consumers are really smart and really savvy,” Ms Minkow said. “They can tell when they’re being sold something that a retailer paid


to sell them rather than something that’s actually going to solve the problem.”


Discoverability will become increasingly important


For housewares retailers, one of the biggest implications is ensuring products can be discovered wherever shoppers begin their journey. Ms Minkow argued that retailers should think beyond their own websites and consider how AI platforms, search engines and other channels find and understand their products. “The consumer is everywhere, so retailers need to be everywhere too,”


she said.


That means investing in accurate product descriptions, detailed specifications and high-quality imagery, all of which help AI agents recommend products with greater confidence. For independent retailers, it also means highlighting the benefits that AI cannot easily replicate: knowledgeable staff, product demonstrations, merchandising inspiration and expert advice. As consumers increasingly ask AI what they should buy rather than


where they should shop, those retailers able to combine discoverable product information with genuine expertise are likely to be best placed to benefit from the next phase of digital retail.


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