EMARKETER Mentions First Insight |
Why is the traditional purchase funnel compressing?
Three forces are collapsing the gap between discovery and conversion:
- Social commerce integration. Platforms now enable purchase without leaving the app. Some 42% of US consumers plan to make purchases directly on social platforms, according to First Insight's 2025 Holiday Shopping Report cited by EMARKETER.
- AI-enabled buying. Among consumers who plan to use AI for shopping, 68% say they are willing to buy directly within AI tools, per First Insight data. AI compresses awareness and research into a single conversation.
- Creator-driven impulse. Influencer content triggers immediate buying intent. A product recommendation in a social feed can lead to a tap-to-purchase in the same session, with discovery and conversion happening simultaneously.
This suggests the traditional awareness-to-decision pipeline is giving way to context-dependent buying moments where stages overlap or disappear entirely.
Read on EMARKETER.
