Akeneo research reveals how transparency and data have become retail’s most valuable currency

Akeneo has published the results from its latest PX Pulse survey focused on consumers’ growing interest in sustainable shopping options and re-commerce. Sustainability has quickly become an expectation that consumers actively evaluate at the point of purchase.

Akeneo’s latest research reveals that transparency around how products are made and how the environmental factor directly increases trust. At the same time, unclear or missing sustainability information introduces friction that can derail buying decisions altogether for nearly three-quarters of consumers.

The survey examined how consumers engage with sustainability and re-commerce options across their shopping journey. It reveals a marketplace where values, price and product quality collide, making clear, accurate product information a competitive advantage.
These findings indicate that a critical threshold on brand transparency has now been crossed.

The research shows 41% of consumers now expect brands to proactively disclose how products are made and their environmental impact. 24% expect that information to be available on demand. Together, this confirms a clear majority of shoppers now view sustainability and sourcing details as a built-in part of the product experience.

That expectation directly shapes trust; 72% say strong supply chain transparency at least moderately increases their trust in a brand. This signals that detailed, credible product information has become a decisive confidence and loyalty driver at the point of purchase.

Sustainability becoming a routine requirement for consumers

Sustainability considerations have also become a routine part of how consumers evaluate and decide on a purchase. 77% of shoppers report that they look for sustainability information at least sometimes when shopping, with 13% always looking and 30% often looking. When asked where they source this type of product information, product packaging (58%) is the top choice for consumers looking for sustainable information.

However, most consumers are also looking online. Consumers also look to the website they are purchasing from (36%), the product detail page (34%), online reviews (26%) and social media (14%) when searching for sustainability information. Regardless of where or how consumers shop, brands and retailers need to make sure information is available, updated and consistent across all platforms.

While price (61%) and product quality or durability (52%) remain the most influential factors in purchasing decisions, sustainability is increasingly considered alongside brand reputation and ethical practices. 90% of consumers indicate they prioritise sustainable shopping to some degree, placing pressure on brands to ensure sustainability data is accurate, accessible and easy to understand.

When it comes to the type of sustainability information shoppers expect, materials used (61%), where a product was made (58%), and environmental impact (42%) are top of mind. These findings highlight the growing importance of structured, attribute-level sustainability data within product information systems. At the same time, the survey reveals that missing or unclear sustainability information can derail purchases.

Consumers less likely to switch brands

Nearly half of consumers say they are less likely to buy or more likely to switch brands when sustainability details are incomplete, directly impacting their loyalty.

However, missing product information remains the largest barrier to conversion overall. Size, fit or compatibility details (50%), materials information (40%), and visuals (35%) are the likely gaps to stop a purchase. Brands are advised that emphasising sustainability efforts cannot succeed without complete, consistent and accurate product data and information.

Re-commerce adding a new level of complexity

Akeneo’s survey also points to a shift toward re-commerce. 60% of consumers say their interest in sustainability and/or re-commerce has increased over the past year. 37% reported an increased interest in both. 44% of shoppers have already purchased second-hand, pre-owned or refurbished products directly from a brand. Peer-to-peer resale platforms (38%) and thrift shopping (39%) remain popular alternatives.

As re-commerce becomes a mainstream shopping habit, consumers expect the same level of detail, clarity and confidence when buying used or refurbished products as they do when purchasing new.

According to Romaine Fouache, CEO of Akeneo, “Re-commerce and resale introduce a new level of complexity for product data. Brands are managing multiple lifecycles, conditions, and histories instead of a single version of a product.

“Ensuring accuracy across materials, condition, origin, and impact is incredibly challenging, especially if the product has exchanged hands. However, it’s also non-negotiable for consumers. As more consumers shop second-hand and refurbished products, trust depends on whether brands can deliver the same level of transparency and confidence they have grown accustomed to and expect from new products.”

Enterprise Times: What this means for businesses

This is an interesting small report that highlights the increasing importance of sustainability in consumer behaviour. This Akeneo PX Pulse report finds that sustainability and transparency have become fundamental expectations for today’s shoppers. Shoppers now actively seek out clear, accessible information regarding product origins, materials, and environmental impact.

This transparency directly influences trust, loyalty, and purchase decisions. The report reveals that missing or unclear sustainability details can deter purchases and prompt consumers to switch brands. Furthermore, as re-commerce grows in popularity, shoppers expect the same level of detail and confidence when buying second-hand or refurbished items as with new products.

The report urges brands and retailers to provide comprehensive, accurate, and consistent product data across all platforms to remain competitive. This will become vital to earn consumer trust in an increasingly values-driven marketplace.

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