From List to Cart: The True Power of Shopping Intent
Planning drives purchasing decisions. Products added to a shopping list end up in the cart the vast majority of the time. This is confirmed by a recent study conducted by YouGov in collaboration with Bring! Labs. Together, we analyzed how Bring! users utilize their shopping lists and the direct impact this has on their actual purchases.
The result: 76% of products planned on a Bring! list are purchased during a single shopping trip!*
*Data reflects a single user’s purchase at a specific store. On average, Bring! users visit 2-3 different stores per week and often shop collaboratively.
Shopping lists are more than just organizational tools; they mark the decisive moment in the purchase decision—making them a highly effective advertising channel for brands and retailers.
Shopping Planning: The Underrated Stage of the Shopper Journey
Many brands focus on the point of sale or the online checkout—but the true moment of purchase happens much earlier: during the shopping planning phase. This is where real decisions are made. Consumers deliberately add products to their lists, compare options, prioritize, and allocate budgets. This represents the peak of purchase intent.
The Bring! shopping list app is the central touchpoint during this phase, with 4.2 million monthly active users across the DACH region. Every brand added and every product listed reflects a concrete decision—not just a vague intention.
The YouGov Results: How Lists Shape Buying Behavior
In collaboration with YouGov, we analyzed Bring! user shopping data from July to August 2025. Our objective was to understand which planned products actually make it into the cart and how much they contribute to the total basket value. For this analysis, 450 receipts were cross-referenced with the corresponding Bring! app lists.
This data provides scientifically grounded buying proof: shopping lists are a key driver of consumer behavior—and a measurable lever for brand communication.
The Results: Shopping Lists are Real Purchase Intents
The results are clear—and highly relevant for brands and retailers:
At least 76% of the products on Bring! lists are actually purchased. Shopping lists are not wish lists; they represent concrete purchase intentions.
In more than half of all shopping trips (59%), over 90% of the app entries end up in the cart.
These results prove it: The shopping list has long been an integral part of the shopper journey. It determines which products ultimately make the cut.
The current Bring! Labs Shopper Guide (only in German available) also shows that 86% of consumers plan their shopping digitally—frequently using third-party platforms outside of specific retailer apps. Brands that maintain a presence here reach shoppers during high-attention moments when they have a clear intent to buy.
What This Means for Brands and Retailers
The data proves that digital planning is essential for routine grocery runs—it’s where consumers stick most strictly to their lists.
The Bottom Line: Shopping lists represent the "Moment of Intent" in the shopper journey. Being present here means going straight into the cart—and staying top-of-mind for the consumer.
For brands, this means:
Sponsored Products in the Bring! app ensure your brand is present during the critical planning phase—the exact moment visibility drives direct conversion.
To learn more about getting your brand onto the list and into the cart, we’ve created a brief Fact Sheet. It explains how Sponsored Products work within the Bring! app and how to optimally guide shoppers throughout their journey.
Conclusion
The YouGov results deliver the proof: shopping lists drive baskets. Advertising during the planning phase is far more than a branding gimmick—it is a proven revenue driver. Brands that act now secure the most coveted spot in retail: a place on the list and a permanent seat in the cart.
