Global Shopper Observatory (GSO)
Our flagship research program tracking consumer shopping behaviors, preferences, and trends across 150+ countries.
What We Measure
Shopping Channels
Online vs in-store preferences, omnichannel behaviors, device usage patterns, and cross-border shopping trends.
Payment Methods
Card vs cash usage, digital wallets, BNPL adoption, cryptocurrency payments, and emerging payment technologies.
Consumer Trust
Trust in retailers, data privacy concerns, return policies, customer service expectations, and brand loyalty patterns.
Product Categories
Category-specific shopping behaviors for groceries, electronics, fashion, health products, and services.
Methodology
Sampling Approach
Probability-based sampling with quotas for age, gender, income, and urbanicity to ensure representative coverage within each country. Minimum sample size of 1,000 respondents per country, with larger samples in populous nations.
Data Collection
Online surveys available in 30+ languages with options for phone and in-person interviews in regions with lower internet penetration. All surveys IRB-approved with informed consent processes.
Quality Assurance
Multi-layer quality checks including attention checks, response time monitoring, geolocation verification, and post-stratification weighting to match known population parameters.
Latest Findings (Q3 2024)
Mobile Commerce Reaches 68% of Global Transactions
October 2024First time mobile payments exceed desktop across all regions except Western Europe.
Read full report →Trust in E-Commerce Platforms Declines 12% YoY
September 2024Consumer concerns about data privacy and fake reviews drive trust metrics lower.
Read full report →BNPL Usage Doubles in Africa and Latin America
August 2024Buy Now Pay Later services seeing rapid adoption in emerging markets.
Read full report →Access GSO Data
GSO data is available through our Data Commons with different access tiers based on your needs.