New insights presented at The Consumer Goods Forum Global Summit highlight how AI is accelerating the convergence of global commerce models—reshaping growth strategies for brands and retailers
VIENNA, June 26, 2026--(BUSINESS WIRE)--NIQ (NYSE: NIQ), a leading consumer intelligence company, today revealed new analysis presented at The Consumer Goods Forum (CGF) Global Summit showing that nearly one in three consumers in Western markets now purchase products they first discover on social platforms, as artificial intelligence (AI) and emerging commerce models accelerate a shift toward discovery-led commerce.
Presented by Emilie Darolles, President, West Europe, NIQ, the findings highlight a fundamental shift in how consumers discover, evaluate, and purchase products—blurring traditional geographic, channel, and operational boundaries.
New growth engine: commerce models scaling from East to West
NIQ's latest global insights show that live, social, and quick commerce models—long scaled across Asia—are now a significant driver of incremental digital growth globally, as these formats expand rapidly into Western markets.
At the same time, AI is no longer just influencing commerce—it is beginning to shape and increasingly determine what consumers buy, transforming product discovery into a more automated, data-driven process.
A widening—and closing—adoption gap
Despite this acceleration, adoption of emerging commerce models in Western markets remains uneven. Around two-thirds of European consumers have yet to engage with quick or social commerce—underscoring the significant growth opportunity ahead.
However, momentum is building rapidly as discovery-led commerce gains traction, with consumer behavior shifting toward more seamless, content-driven shopping experiences.
Retail media and AI are redefining competitive advantage
As Eastern innovation reshapes consumer expectations, Western markets are leading in retail media, data ecosystems, and measurement. Retail media has grown into a $184 billion global market, underlining its role as one of the fastest-scaling advertising channels worldwide.
While both regions are rapidly converging, their starting points remain distinct. In the East, commerce is built on integrated ecosystems—combining content, creators, retail media, payment, fulfillment and AI-driven personalization within a single platform—optimized for speed and seamless consumer experiences. In contrast, the West has focused on retail media monetization, first-party data, measurement infrastructure and attribution systems, operating across a more fragmented set of channels. As AI converges these models, the opportunity lies in bringing these strengths together into a connected global commerce system.