NIQ (NYSE: NIQ) began Friday slightly in the green. The company, a leading consumer intelligence firm, today revealed new analysis presented at The Consumer Goods Forum (CGF) Global Summit showing that nearly one in three consumers in Western markets now purchases products he or she first discovers 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.
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.
Despite this acceleration, according to this morning’s news release, “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.”
NIQ shares gained 13 cents to $8.09.
