By Erik Avetisyan, an accomplished entrepreneur and product innovator specializing in consumer goods and alternative industries
Abstract This article analyzes how technological innovations are transforming consumer behavior by changing expectations and driving new models of brand interaction. Key areas discussed include digital channels, personalization, voice interfaces, AR/VR, and social commerce. Industry research data and forecasts are presented, along with examples of changes in consumer habits. It is argued that innovations do not merely adapt to behavior - they actively shape it.
Keywords innovation, consumer behavior, digital technologies, personalization, AR/VR technologies, voice interfaces, social commerce, digital marketing
1. Technology as the Primary Driver of Change
Innovations are actively changing not just the appearance of products, but the internal logic of the consumer experience. Access to digital channels - mobile apps, messengers, voice assistants - sets a new "here-and-now" standard. Consumers expect instant solutions, personalized offers, and seamless integration across devices.
According to Statista (2024), 70% of users prefer to purchase directly through social platforms when that option is available. This demonstrates a shift toward impulsive, embedded commerce.
2. Personalization as the Key to Trust
Artificial intelligence and deep data analysis algorithms make it possible to create offerings tailored to the unique interests and behavior of each user. This is not just a product recommendation - it is a personalized customer journey.
According to Deloitte (2023), consumers are 80% more likely to make repeat purchases from brands that show they "understand" their preferences. Such trust forms the foundation of long-term loyalty.
3. Voice Interfaces and New Interactions
Voice recognition technologies are becoming a means of access to products and services. Voice search, voice commands, voice assistants - all of this is changing the consumer journey through the funnel from search to purchase.
A PwC (2022) study shows that by 2025, half of all search queries will be made by voice. This changes SEO and UI/UX strategies and requires unconventional approaches to content.
4. AR/VR and Augmented Reality
Augmented and virtual reality are integrated into the customer experience, allowing consumers to "try on" a product in a virtual environment before purchase. This reduces the uncertainty barrier and increases engagement.
For example, in the furniture and cosmetics industries, AR applications for in-space visualization increase conversion by 20 - 30%.
5. Social Commerce and Instant Purchases
Social platforms combine content and payment. Platforms such as Instagram, TikTok, and WeChat allow purchases to be made in the same place where the consumer saw the product.
According to McKinsey (2024), the share of social sales in global e-commerce will reach 22% by 2025. This means that the usual "saw → went to store → bought" transforms into "saw → bought."
Figure 1 - Share of Consumers Using Social Commerce Platforms (2020 - 2025, % of digital shoppers)
- 2020 - 12 %
- 2021 - 17 %
- 2022 - 23 %
- 2023 - 29 %
- 2024 - 35 %
- 2025 (forecast) - 42 %
(The graph illustrates the growing share of users making purchases directly through social platforms.)
Conclusion
Today, innovations do not merely expand the capabilities of brands - they shape new consumer expectations. Personalization, voice interfaces, AR/VR, and social commerce are changing the path to purchase.
Companies that can anticipate these changes gain not only in sales, but also in loyalty, reputation, and sustainability. Innovations are becoming not an auxiliary resource, but an architectural element of consumer behavior.
References
- Statista. Social Commerce User Share Worldwide 2020 - 2025. 2024.
- Deloitte. Personalization in the Age of Data. 2023.
- PwC. Voice Search Future Insights. 2022.
- McKinsey & Company. Social Commerce Growth and Trends. 2024.