What Shoppers Ask Before They Buy (Or Don’t)
Insights from millions of conversations with alby.
Review Obsessed: “What Do Customers Say?” Tops the List
Across every category, “What do customers say?” is the single most asked question before both purchase and abandonment. It appeared more than 121,000 times in those final moments of decision, roughly four times more than the next most common question.
It’s a small phrase that captures a big truth. People want to know what other buyers think before they spend. The question itself often signals hesitation. In August 2025, for example, 26% of the top five “questions before abandonment” were about reviews, three times higher than before purchase.
When shoppers ask what others think, they’re not always looking for a reason to buy. Sometimes they’re looking for permission not to.
Fit, Feel, and Durability: Bridging the Virtual Try On Gap
E-commerce has a trust problem that physical stores don’t: you can’t touch, try, or feel what you’re buying. That shows up clearly in the data. About 18% of all questions—nearly 845,000 in total—focused on fit, styling, or wear-and-tear. That’s roughly one in every five questions each month.
Questions like:
- “Does it shrink after washing?”
- “Is it true to size?”
- “How does it fit?”
- “How long does it last?”
These are commitment questions. They show up right before someone buys, not when they’re just browsing. When shoppers get clear, honest answers about fit and quality, they tend to follow through.
Shoppers Lean on Agents During the Holidays
From October through December, conversation volume spikes. Nearly a third of all questions happen in those three months. But that rush of activity doesn’t always translate into more purchases.
Those same months see the highest rates of cart abandonment and the largest share of refund questions, roughly a third of all refund-related inquiries for the year. Holiday shoppers are active, but they’re also overwhelmed, comparing deals and leaving carts behind.
Interestingly, the months with the most questions before purchase aren’t just in Q4. March and April both outperform December when it comes to questions that lead to completed transactions. Spring shoppers seem more intentional, less distracted, and more ready to buy.
Vertical Specific Insights
Furniture
Top 3 Questions:
- Does it require a box spring?
- Is it easy to clean?
- What’s the assembly process like?
What It Means:
Furniture buyers want to understand effort. They’re not just deciding if they like something, but how much work it will be to own. Easy setup and maintenance often become the deciding factors between checkout and abandonment.
Sporting Goods
Top 3 Questions:
- Is it suitable for backpacking?
- Can I attach skis to the pack?
- Does it compress well for storage?
What It Means:
These shoppers know exactly what they’re looking for. They’re performance-driven and want confidence that the gear will hold up to real use. Clear, detailed specs help convert.
Health & Beauty
Top 3 Questions:
- Is it suitable for sensitive skin?
- What is the shelf life?
- Is it machine washable or easy to clean?
What It Means:
In this category, trust outweighs price. People want reassurance about safety, ingredients, and longevity. Brands that address these concerns upfront can turn cautious curiosity into confident purchases.
Baby & Toddler
Top 3 Questions:
- How long does it last?
- What’s the weight limit?
- Is it easy to clean or assemble?
What It Means:
Parents aren’t browsing, they’re researching. These are high-intent shoppers who want durability and value. The clearer a brand is about lifespan and use, the stronger the conversion rate.
Apparel & Accessories
Top 3 Questions:
- What do customers say?
- How does it fit?
- Does it shrink after washing?
What It Means:
Fit and social proof dominate. This is the digital version of trying something on and asking a friend how it looks. Reviews, real customer photos, and honest fit feedback are what move people from interest to purchase.
The Takeaway: Agents Hold The Key to Customer Understanding
Every question a shopper asks is a signal. “What do customers say?” means they’re seeking reassurance. “How does it fit?” means they’re picturing themselves using the product. When those moments are met with clarity and empathy, conversion follows.
Across millions of conversations, one truth stands out: shoppers don’t abandon because they’re indifferent. They abandon because they’re unconvinced. The brands that win are the ones that listen, and answer back.
Report Methodology
All source data is from conversations between customers and alby’s AI shopping agent, gathered between September 2024 and September 2025. The dataset includes more than 4.6M questions asked across more than 1.8M customer e-commerce interactions since September 2024.
