South African shoppers turn to AI and price comparison amid cost-of-living pressures

A recent survey by the online retail platform OneDayOnly reveals significant shifts in South African consumer behavior driven by economic pressures. According to the 2026 ODOmeter survey of 2,410 online shoppers, nearly 60% of respondents expressed interest in using artificial intelligence (AI) powered shopping assistants to compare prices and locate deals.

As households face rising costs for food, fuel, and electricity, consumers are becoming increasingly strategic. The research indicates that 88% of respondents are saving harder than ever, while 80% intentionally wait for sales and promotions before making purchases. Furthermore, 76% of shoppers cross-check prices across multiple platforms, and over a third have switched retailers to secure better value.

Skepticism regarding major sales events is also rising. The survey found that 37% of participants believe most Black Friday discounts are misleading, with only 7% trusting every advertised discount to be genuine. OneDayOnly director Laurian Venter noted that consumers are no longer easily swayed by promotional messaging, instead opting to read reviews and hunt for extra discount codes to ensure actual savings.