Answer engines like ChatGPT, Claude, and Perplexity are steadily disrupting shopping journeys. Per Forrester’s February 2025 Consumer Pulse Survey, 35% of US online adults had used ChatGPT or Perplexity.ai to search for information and 22% had also used it to shop (browse) for products they are interested in buying.

As tailored responses are becoming standard, existing static product detail pages and commerce storefronts are now the training aids for answer engines. Consumer interactions are transitioning to dynamic commerce — a strategy that combines real-time consumer data (think chatbot conversations) and system data (think location, time of day, browsing history, etc.) to adapt (or personalize)  the unauthenticated digital experience for the consumer. For brand manufacturers, these contextualized interactions are becoming a blueprint for growth across three key moments:

  • Discover — direct consumers to the right product and information to close the deal. Almost half of online adults in the US and the UK say they are more likely to explore or research a product further if they learn about the experience of owning the product earlier in the shopping process.
  • Engage — use dynamic product content to increase cart size and average order value in channel. As one example of contextualized experiences: 57% of US online adults say they are more likely to purchase a product if data, images, videos, ratings, and reviews are localized to their geography on a mobile device, without them first needing to identify themselves and authenticate.
  • Experience —contextualize digital commerce experiences to drive brand loyalty and revenue. Driving brand loyalty is powerful: for example, 43% of UK adults are willing to pay a higher price from a brand they love, versus a similar product from a different brand at a lower price.

Why It Matters Now

Major retailers like Amazon and Walmart are already leveraging dynamic commerce to maintain their lead. From voice-activated ordering to AI-curated product pages, they are shaping consumer shopping and buying behaviors and expectations. To thrive through commerce volatility, brand manufacturers must: 1) invest in optimizing content for answer engines; 2) ensure data standardization and unification across business units and enterprise systems; and 3) invest in designing commerce moments that make consumers feel special — which can increase brand loyalty.

Get in Touch & Explore the Three Playbooks that Guide Dynamic Commerce

The dynamic commerce report helps you understand, identify, and select the playbook that can drive revenue growth for your business. Please get in touch with us — Forrester’s Commerce Team — for an inquiry or guidance session to further design and implement your dynamic commerce strategy.