How the Buyer’s Journey Has Evolved in 2025

Did you know that 81% of people research online before making a purchase? (Thanks, GE Capital Retail Bank.) If you think about it, even the tiniest, most mundane decisions—like buying a water bottle or trying a new skincare serum—often start with a quick deep dive into the internet.

But here’s what fascinates me: where exactly does this journey begin? How do we, as consumers, go from being completely unaware—just casually existing—into obsessively searching, comparing, and, eventually, hitting “Buy Now”?

In 2025, the answer isn’t as simple as it once was. Back in the day, the buyer’s journey used to feel a little more linear: you’d see an ad, get curious, research options, and make a decision. But today? It’s a mess. People interact with multiple platforms—TikTok, YouTube, Instagram, Google, Amazon—jumping between them in a fragmented yet symbiotic flow that ultimately leads to a purchase. Every platform plays a critical role in pushing us from the unaware stage, to wanting something, to needing it right now.

The internet is kind of like a multi-player maze at this point, and the buyer’s journey is more of a looping, spiraling experience than a straight line. So let’s break it all down—each platform, each stage, and how they shape how we discover, research, and decide on the products we buy in 2025.

The Buyer’s Journey: How We Move From Unaware to Decided

To understand how platforms influence us, we need to look at one of the most fascinating aspects of consumer behavior: the transition from being unaware of a product to being fully decided. This journey can be broken down into three key phases:

1. The Unaware Stage – Ignition (“Wait, What’s That?”) This is where it all starts. You weren’t shopping, you didn’t think you needed anything—but then, something sparks an idea. Perhaps you see a TikTok video showing off “a gadget I can’t live without” or stumble across a curated Instagram post featuring a sleek coffee machine that matches your kitchen. The thing is, at this stage, it’s not a logical decision but an emotional spark. Curiosity, aspiration, or sheer intrigue leads you to think, “Huh, I didn’t even know I needed that, but do I?”
2. The Curious Stage – Research (“Okay, But Is This Legit?”) Once the seed is planted, curiosity takes over. Consumers transition into research mode, digging up more information to validate whether the product is worth it. They’ll search Google, binge YouTube reviews, or even visit Reddit forums for honest opinions. In this phase, the consumer focuses on answering questions like:
3. The Decided Stage – Evaluation (“Should I Click Buy?”) Finally, when the research checks out, the buyer narrows their options. They’re ready to purchase but still need to resolve some final concerns, like price comparisons, shipping speed, or product quality. At this stage, platforms like Google Shopping, Amazon, or direct retailer websites step in to help them close.

Each of these stages is influenced by different platforms, and every platform has a different role. Let’s now explore how specific platforms influence consumer behavior at each stage of this journey in 2025.

Stage 1: The Unaware Stage (Ignition – “Wait, What’s That?”)

The first stage is all about ignition—sparking curiosity and planting the seed that drives a buyer to eventually want something they didn’t even know existed. And in 2025, social media is the reigning king of discovery. Platforms like TikTok, Instagram, and Pinterest have unparalleled power in the unaware stage because they expose consumers to new ideas and trends in an emotional, visually compelling way.

TikTok: The King of Viral Trends

TikTok is one of the most powerful platforms for shaping consumer habits in real time. With its super-intuitive algorithm and short, entertaining videos, TikTok has the ability to introduce entire product categories to people who weren’t even searching for anything.

Why It Works: TikTok thrives on authenticity. Customers trust content creators who genuinely share their love for a product far more than they trust traditional ads. And TikTok’s trends spread fast—influencers using products, demonstrating life hacks, or creating emotional connections make buyers feel like they’re not being “pitched,” but rather, joining a community.

Examples: Viral products like the Stanley Tumbler became must-haves after TikTok creators raved about their spill-proof design and ergonomic grip. Skincare and hair tools, like the Dyson Airwrap, have dominated TikTok due to creators unboxing and demonstrating the products.

Instagram: Aspirational and Curated

If TikTok feels organic and unfiltered, Instagram is all about aspiration. It’s a highly curated environment that makes you want a better, more aesthetic version of your life—and the product being advertised is framed as the key to achieving that.

Why It Works: Instagram’s heavy focus on visuals and storytelling inspires buyers through polished influencer campaigns, ads, and Stories. It works to create feelings of envy, admiration, or goals, leaving viewers thinking, “I want that life…”

Examples: A model holding a Monos carry-on suitcase in a minimalist airport outfit might inspire jet-setting dreams. Carefully targeted Instagram ads surface products you’ve recently searched for, such as sneakers or coffee machines, reigniting your curiosity.

Pinterest: The Daydreamer’s Playground

Pinterest may not be the first platform most people think of, but it remains influential for niche interests and long-term planning. It’s less about impulse and more about planting seeds for future purchase goals.

Why It Works: Pinterest is ideal for hobbies or life milestones. People use it as an ideation tool, pinning ideas and inspirations before making a shortlist of items to buy.

Examples: A bride-to-be pinning sustainable wedding decor ideas is likely to discover new brands and products she hadn’t considered before. A homeowner planning a kitchen remodel might save pins featuring trendy statement sinks or minimalist cookware.

Stage 2: The Curious Stage (Research – “Okay, But Is This Legit?”)

Once a buyer’s curiosity is piqued and they start thinking, “Do I need this?” or “Is this product worth it?” they move into the curious stage. This is where they dig deeper, search for reviews, compare options, and start validating the product’s claims. It’s the phase where emotions transition into logic, yet the buyer still feels tied to that initial spark of desire.

Platforms that dominate this stage—YouTube, Google, and even Reddit—help consumers fact-check and consolidate their decision-making process. At the same time, platforms like TikTok and Instagram often pull buyers back to their feeds, reinforcing or challenging their choices with creative demonstrations and follow-up conversations.

Let’s break down the role of each major platform during this stage.

YouTube: The Research and Validation Hub

YouTube is where buyers go to really do their homework. It’s like sitting down with a trusted friend who explains the nitty-gritty details and gives you their honest opinion. Whether it’s a 5-minute unboxing video or a 20-minute deep dive comparing two rival products, YouTube has one crucial strength: it makes the abstract feel tangible.

How It Influences Buyers: YouTubers visually showcase the product, address specific use cases, and usually provide a transparent take on whether it’s a hit or a miss. Seeing how a product works in real life gives buyers confidence in their decision-making. Think about it—after hearing a stranger on TikTok rave about a product, you'll want to head to YouTube for a solid review from creators who build trust with consistent, detailed content.

Why It Matters in the Curious Stage: Buyers in this phase are still balancing desire with rationale. YouTube provides them with deeper technical insights, long-form content, and comparisons—filling any gaps that TikTok or Instagram left open. Creators influence purchases because viewers often see them as knowledgeable, relatable advocates.

Examples:

• Tech buyers rely heavily on YouTubers like Marques Brownlee (MKBHD) for reviews on products like the Apple Vision Pro or the Meta Quest 3 VR headset.
• Beauty enthusiasts watch influencers try out the Dyson Airwrap or skincare routines to decide if premium products are worth their price tag.
• For travel gear, YouTubers provide details about durability, use cases, and value, helping buyers finalize choices like the Nomatic Travel Backpack or Samsonite luggage.

Google: The Trustworthy Research Assistant

You knew we couldn’t leave Google out of this phase. It’s the backbone of research and validation. Buyers turn to Google when they have questions about a product, an industry, or even how specific features compare.

How It Influences Buyers: Google answers every question a curious buyer might ask: Does the product work? (Reviews) Where should I buy it? (Price comparisons, availability) What’s the competition like? (Competitor comparisons)

Buyers love Google because it aggregates opinions—from blogs, forums, and e-commerce reviews—and puts them all in one place. It also directly helps with price comparisons via Google Shopping, which plays a major role if buyers are evaluating options across multiple retailers.

Why It Matters in the Curious Stage: Buyers in this phase move from emotional discovery (social media) to logical exploration. They’re starting to weigh the pros and cons, check for red flags, and ensure they’re not making an impulsive mistake. Blogs, review sites, and even niche forums like Reddit weigh in heavily at this stage, with Google serving as the gateway.

Examples:

• Imagine a buyer intrigued by the Samsung Galaxy Z Flip after seeing it in a TikTok video. They might search on Google: “Samsung Galaxy Z Flip vs iPhone for photos,” or “Foldable phone durability issues.”
• For a product like the Lululemon Everywhere Belt Bag, buyers might look up alternatives to determine if there’s a more affordable dupe (e.g., “Best Lululemon belt bag lookalikes under $50”).
• Google Shopping listings also simplify comparisons. If a consumer looks up a Meta Quest 3 headset, they’ll instantly see what retailers are charging, helping them move closer to their purchase decision.

Reddit: The Underground Source of Truth

Reddit doesn’t get as much attention as YouTube or TikTok, but for certain niches, it’s one of the most valuable platforms in the research phase. Its user-driven communities thrive on transparency, honesty, and no-BS feedback. Buyers who are skeptical of influencer hype often turn to Reddit to hear from average people who have actually tried the product.

How It Influences Buyers: Reddit’s strength lies in its highly specific subreddits. A fitness enthusiast might dive into r/Running for shoe recommendations, while a gadget fan consults r/BuyItForLife for durable home products. Unlike polished content from influencers, Reddit threads lean into unfiltered, community-driven advice, which feels grounding to many buyers.

Why It Matters in the Curious Stage: Buyers trust Reddit because users have no agenda. They’ll openly share what products disappointed them, how warranties were handled, or why certain features fell short. Critical reviews on Reddit sometimes make buyers reconsider their choices—or sway them towards an alternative that better suits their needs.

Examples:

• Subreddits like r/skincareaddiction have helped millions figure out whether trendy but pricey products (e.g., that $90 moisturizer you saw influencers raving about) are truly worth it—or if a drugstore dupe will do the trick.
• A buyer looking into the Meta Quest 3 might read threads discussing comfort issues for long gaming sessions—and find a Reddit-approved accessory to solve the issue.

Returning Back to Social Media for Reassurance

Interestingly, the research phase isn’t static. Even after diving into YouTube, Google, or Reddit, buyers often circle back to platforms like TikTok or Instagram. Why? Emotional reassurance. Buyers might search hashtags like #MetaQuest3 on TikTok to see real users posting casual reviews or want to see influencers style the Lululemon Belt Bag in new and exciting ways.

This back-and-forth illustrates how the modern buyer’s journey in 2025 is intricately webbed. No single platform owns the consumer’s attention. Instead, buyers move through overlapping platforms repeatedly until they feel confident enough to decide.

Stage 3: The Decided Stage (Evaluation – “Should I Click Buy?”)

This is where the buyer has moved from curiosity to readiness. They’ve been sparked into interest on social media, validated their research with YouTube, Google, or Reddit, and now they’re close—so close—to making a decision. But even here, a lot can happen. It’s not just about picking a favorite product—it’s also about resolving final concerns (price, convenience, shipping, quality, etc.) and choosing where to make the purchase.

At this stage, key platforms like Google Shopping, Amazon, and direct retailer websites come into focus. These platforms close the loop by addressing the consumer’s remaining hesitations and making the purchasing process as frictionless as possible. Let’s break it down.

Google Shopping: The Power of Price Comparisons

When it comes to deciding on where to buy a product or narrowing down the best price, Google Shopping is right up there with Amazon. It consolidates options from various retailers, making it easy for buyers to compare price, shipping costs, and availability in one glance. With integrations into Google’s main search ecosystem, shoppers don’t need additional apps or tools—it’s all there on one search page.

How It Influences the Buyer’s Decision: Google Shopping presents options objectively. Buyers like the transparency it offers, showing sellers side by side, often listing total costs with taxes, shipping, and potential savings. Plus, there’s always the convenient option to read reviews and match them with the price filters, further identifying value for money.

Examples:

• A buyer ready to purchase the Meta Quest 3 VR headset after seeing glowing TikTok reviews needs reassurance they’re paying the lowest price. With Google Shopping, they see the $499 price tag at Best Buy versus $459 at a promo on Amazon, tipping them toward the latter.
• Holiday shoppers in late 2024 heavily relied on Google Shopping to narrow Black Friday deals for gadgets and gifts like AirPods or Instant Pots. This behavior is expected to extend deep into 2025.

Amazon: The Giant in Closing the Deal

There’s no denying Amazon’s supremacy when it comes to closing purchases. Even if the buyer didn’t start their journey on Amazon, it’s often where they complete it. The combination of reviews, competitive pricing, fast shipping, and convenience makes Amazon the ultimate conversion machine.

Why It Works: Buyers trust Amazon because it’s optimized for simplicity. Want to know if a product is worth it? Check its overall star rating and scroll for top reviews. Want reassurance it’ll arrive tomorrow? Amazon Prime has you covered.

How It Dominates the Final Decision: The critical factor here is convenience. Even after discovering a product on social media and researching alternatives on YouTube, many buyers ultimately come back to Amazon for its seamless one-click buying experience, prime benefits, and sheer breadth of inventory.

Examples:

• Products that go viral on TikTok, like the Stanley Tumbler or portable blenders, often climb to the top of Amazon’s bestseller charts within weeks because buyers feel more comfortable completing their purchases there.
• In 2025, products like gaming accessories for the Meta Quest 3 or eco-friendly gadget brands are likely to experience similar trends.

Key Insight: Even when platforms like TikTok or YouTube spark interest, Amazon is where many products are actually purchased—it’s the closer on the buyer’s journey.

Direct Retailer Websites: The Deal Maker

Sometimes, buyers skip third-party marketplaces entirely and go straight to the retailer’s website to complete their purchase. This happens more often with high-end brands or when the value comes with buying directly, such as exclusive warranties, personalized customization, or immersive product bundles.

Why Buyers Go Direct:

• To reap retailer perks unavailable on platforms like Amazon.
• To verify authenticity (especially with luxury goods or niche brands).
• Promotions exclusive to direct purchases—think “Buy one, get one free” or limited-time bundles.

How It Dominates the Final Decision: Direct retailer websites leverage personalized shopping experiences. They often capitalize on buyer indecision with features like in-cart discounts, gamified deals, or pop-ups like “A better deal if you bundle!”

Examples:

• Electronics brands like Dell and LG use direct sales to bundle laptops or TVs with warranties, accessories, and software packages.
• Fashion buyers looking for specific items—like Lululemon leggings or Nike sneakers in hard-to-find sizes—often go directly to the retailer’s website to avoid price markups or stock issues.

Key Insight: Direct retailers convert buyers when exclusive deals, trust, or inventory remain top priorities.

Instagram and TikTok: The "Reassurance Loop"

Even at the decided stage, social platforms like TikTok and Instagram can pull buyers back in. How? Through last-minute reassurance that what they’re about to buy is trendy, worth it, or positively reviewed. Think of this as the emotional “push” phase: the buyer already knows the rationale, but social proof convinces them it’s a great decision.

Why They Jump Back to Social Media:

• They want a second opinion from real people or influencers.
• They search for user-generated content to picture themselves using the product.

Examples:

• Before committing to a $160 pair of Hoka running shoes, a buyer might search TikTok hashtags for #HokaReviews to see how real runners feel after a few months of wear.
• A buyer interested in an Ergonomic Office Chair might revisit Instagram to see styled photos that help them visualize the product in their space.

Key Insight: Even at the last stage, people crave validation—social media fills that emotional gap.

The Platforms That Shape Consumer Behavior in 2025

Ultimately, the buyer’s journey in 2025 reflects how platforms blend together to create fluid, interconnected purchasing paths. Each platform plays a specific role in taking buyers from unaware to curious to fully decided:

1. Ignition: TikTok, Instagram, and Pinterest spark curiosity and drive emotional discovery.
2. Research: YouTube, Google, and Reddit validate ideas and help buyers rationalize their decision.
3. Purchase: Amazon, Google Shopping, and direct retailer websites make the purchase seamless and convenient.

It’s this interplay between platforms that defines modern consumer behavior. Buyers don’t just shop—they research, browse, circle back to trends, and weigh their options with newfound precision. Brands need to recognize that no single platform owns the buyer’s journey anymore, but rather, buyers float effortlessly between many, using each one for its unique strengths.

So the next time you find yourself jumping from TikTok to Google, then back to YouTube and finally onto Amazon, don’t feel bad—you’re just part of the beautifully tangled web of 2025’s digital consumer habits. And hey, at least you’ll probably end up with exactly what you wanted… or maybe something you didn’t even know you wanted.

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