Shopify's holiday report says AI shoppers are choosing indie brands and personal picks

On October 6, 2026 Shopify published its 2026 holiday retail report, which it uses to argue that AI shopping tools are shifting demand toward smaller brands. Shopify says 65% of shoppers expect to use AI for at least one shopping task this holiday season, but only a third say they trusted an AI agent to buy on their behalf. The report is survey and merchant anecdote data from Shopify, not audited sales figures.

• 65% of shoppers expect to use AI for at least one holiday shopping task
• Only one-third say they trusted an AI agent to buy for them
• Stanley 1913 reported five times as many AI-referred US orders as a year earlier