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NEW YORK - July 21, 2026 - Zip Co Limited (ASX: ZIP), the digital financial services company offering innovative, people-centered products for everyday Americans, released new research revealing artificial intelligence is rapidly becoming embedded in the modern shopping journey. American shoppers are increasingly turning to AI tools to discover, evaluate, and purchase products with greater confidence.

The survey of 1,755 Zip US shoppers found AI adoption has moved firmly into the mainstream. More than two-thirds of respondents (68%) reported using an AI tool within the past three months, while nearly two-thirds of those shoppers (65%) engage with AI at least weekly.

The findings suggest AI is becoming an increasingly influential part of the path to purchase.

Key findings include:

• Among AI shoppers, 79% used AI for research and learning, while 66% use it to compare products, brands or services
• More than three quarters (77%) say it has some or a lot of influence on their purchase decisions
• Despite growing adoption, 79% of shoppers say they want full control over final purchase decisions
• One in four (24%) of shoppers used AI to help with a shopping or purchase decision in the past three months

The research suggests AI is becoming an increasingly influential part of the path to purchase. Nearly half of AI shoppers (48%) said it helped them make purchase decisions faster, while more than one-third (35%) said it introduced them to new products or brands they may not have otherwise considered. Results point to the growing influence on shoppers' purchasing behavior.

“AI is reshaping how Americans shop, and our shoppers are leading that shift," said Joe Heck, US CEO. "What this research shows is people are using AI to shop with more intention and confidence. Whether it's researching products, comparing alternatives, or validating a purchase, AI is becoming an increasingly important part of the shopping journey."

The research also highlights a growing tension at the center of AI-enabled commerce: shoppers are embracing intelligent assistance while remaining cautious about surrendering control. Nearly four in five respondents (79%) said they want full control over final purchase decisions, underscoring the continued importance of transparency, trust, and consumer choice as AI becomes more deeply embedded across retail and commerce experiences. Nearly four in five respondents (79%) said they want full control over final purchase decisions, underscoring the continued importance of transparency, trust, and consumer choice as AI becomes more deeply embedded across retail and commerce experiences, with 51% of shoppers saying they would be comfortable with AI autonomously completing a purchase on their behalf.

“As AI becomes a bigger part of the commerce ecosystem, trust becomes even more important," Heck added. "The message from shoppers is clear: they want technology that helps make smarter decisions, but still expect to remain firmly in control. The future of commerce won’t be about replacing human decision-making, it will be about empowering better decisions through technology."

About the research

The research was conducted via an online survey of 1,755 US Zip shoppers.

About Zip Zip Co Limited (ACN 139 546 428) (ASX: ZIP) is a digital financial services company, offering innovative and people-centred products. Operating in two core markets, Australia and New Zealand (ANZ) and the United States (US), Zip offers access to point-of-sale credit and digital payment services, connecting millions of customers with its global network of tens of thousands of merchants.

Founded in Australia in 2013, Zip provides fair, flexible and transparent payment options, helping customers to take control of their financial future and helping merchants to grow their businesses.

For more information, visit: www.zip.co

Sydney - Zip Co (ASX: ZIP), the digital financial services company offering innovative, people-centred products, has today released new research showing Australian Zip customers are rapidly adopting AI to research, compare and inform purchasing decisions, while still wanting control over final purchase and payment decisions.

The survey of 1,323 Australian Zip customers, found AI is already influencing how customers shop, particularly in the earlier stages of the decision journey. While 81% had used an AI tool in the past three months, more than a third (36%) had used AI to help with a shopping or purchase decision.

Key findings include:

• 81% of respondents used an AI tool in the last three months
• 77% of AI users are using AI on at least a weekly basis
• 36% of respondents used AI to help with a shopping or purchase decision in the past three months
• Among AI shoppers, 79% use it for research and learning, while 66% use it to compare options
• 77% of AI shoppers say it has some or a lot of influence on their purchase choices
• 88% of respondents want full control over final purchase decisions

As AI becomes more embedded in everyday digital behaviour, customers are increasingly using it to support purchasing decisions. Among those currently using AI for shopping, 85% had used it within the past month, suggesting the behaviour is becoming increasingly commonplace.

In addition, four in five (79%) of AI shoppers currently use AI for research and learning, while 66% use it to compare options. This suggests AI is playing a growing role before checkout, helping customers evaluate options rather than replacing the customer’s final decision.

“With AI becoming part of everyday life, our customers are clearly open to using it to help them make smarter shopping decisions,” said Soraya Alali, Zip ANZ CEO. “Our research shows AI is already helping customers navigate choice, compare options and make purchasing decisions with greater confidence.”

Of respondents who currently use AI in the shopping experience, 53% of AI shoppers use it to help discover or decide on consumer electronics and appliances, suggesting AI is already influencing more considered and higher-value purchase decisions. Other common categories include apparel, beauty, health and medical, fitness, and home renovation.

Among AI shoppers, three in four (77%) said AI has some or a lot of influence on their purchase choices. Among those using AI in their shopping experience, 60% said it helped confirm a recent purchase decision, 46% saying it helped them decide faster and 39% saying it introduced them to new products or brands.

While AI is becoming a more familiar part of the shopping experience, trust and control remain important to customer adoption. Around nine in ten (92%) of AI shoppers are comfortable with AI comparing options, explaining trade-offs and making recommendations, but comfort falls to 37% when AI moves to completing a purchase automatically.

“At Zip, we believe trust and transparency are important as AI becomes more integrated in everyday shopping experiences,” continued Ms Alali.

“Customers are embracing AI to help them shop, but they are also sending a clear message: they want to feel informed and in control.”

Media Contact

For any media enquiries, please contact: Anjani Shyam | Communications Manager ANZ | anjani.shyam@zip.co

About the research

The research was conducted via an online survey of 1,323 Australian Zip customers.

About Zip

Zip Co Limited (ACN 139 546 428) (ASX: ZIP) is a digital financial services company, offering innovative and people-centred products. Operating in two core markets, Australia and New Zealand (ANZ) and the United States (US), Zip offers access to point-of-sale credit and digital payment services, connecting millions of customers with its global network of tens of thousands of merchants.

Founded in Australia in 2013, Zip provides fair, flexible and transparent payment options, helping customers to take control of their financial future and helping merchants to grow their businesses.

For more information, visit: www.zip.co

Sydney – Zip Co (ASX: ZIP), the digital financial services company offering innovative, people-centred products today announced that leading fashion and lifestyle platform, THE ICONIC, has joined its network of merchants.

With Zip now available at checkout, customers shopping with THE ICONIC have greater flexibility and control over how they pay. The partnership reflects Zip’s commitment to delivering fairer, smarter money for everyday Australians, while supporting merchants with payment solutions that help drive growth, deepen customer engagement and enhance the checkout experience.

“We’re thrilled to welcome THE ICONIC to the Zip merchant network. As one of Australia’s most recognised fashion and lifestyle platforms, THE ICONIC is an important addition to our growing retail network,” said Becky Cook, Chief Customer & Revenue Officer, ANZ at Zip.

Ms Cook continued, “Zip has a long-established presence in Australia’s retail sector, and this partnership will help more customers shop with confidence, control and greater flexibility. Together with THE ICONIC, we’re creating a more seamless, customer-led experience that supports deeper customer engagement while giving Australians greater confidence and control, from everyday moments to bigger purchases.”

“At THE ICONIC, we want to make the shopping experience as seamless as possible,” said Joshua Nunan, Director Platform Media & Services at THE ICONIC. “Partnering with Zip gives our community of engaged fashion and lifestyle customers another easy, flexible and trusted way to shop. We’re excited to work with Zip to enhance the experience for our Australian customers.”

The partnership is now live with Zip available on THE ICONIC’s Australian online store.

ENDS

Media Contact

For any media enquiries, please contact: Anjani Shyam, Communications Manager, ANZ, anjani.shyam@zip.co

About Zip

Zip Co Limited (ACN 139 546 428) (ASX: ZIP) is a digital financial services company, offering innovative and people-centred products. Operating in two core markets - Australia and New Zealand (ANZ) and the United States (US), Zip offers access to point-of-sale credit and digital payment services, connecting millions of customers with its global network of tens of thousands of merchants.

Founded in Australia in 2013, Zip provides fair, flexible and transparent payment options, helping customers to take control of their financial future and helping merchants to grow their businesses.

For more information, visit: www.zip.co

About THE ICONIC

THE ICONIC is Australia and New Zealand’s leading fashion and lifestyle platform. Since 2011, it has defined the future of retail by creating a seamless and inspiring shopping experience. THE ICONIC offers fast delivery across Australia and New Zealand, with free shipping on orders over $75 and free returns for 30 days. Featuring thousands of international and local brands, its range spans Women, Men, Sport, Beauty, Wellness, Home, Designer, Kids, Toys, and the Considered collection.

A proud member of Global Fashion Group - the world’s leader in online fashion for growth markets - THE ICONIC is focused on shaping the future of shopping in Australia and New Zealand. For more, visit theiconic.com.au / @theiconicau.

About Global Fashion Group

Global Fashion Group (“GFG”) is the leading fashion and lifestyle destination in ANZ, LATAM and SEA. GFG exists to empower its people, customers and partners to express their true selves through fashion. GFG’s three ecommerce platforms - THE ICONIC, Dafiti and ZALORA - offer a curated assortment of international, local and own brands to a diverse market of 700 million consumers. Through a seamless and inspiring customer journey, powered by a blend of data-driven insights and local expertise, GFG’s platforms deliver an exceptional customer experience from discovery to delivery. GFG’s vision is to be the #1 fashion & lifestyle destination in its markets, and is committed to doing this responsibly by being people and planet positive across everything it does. (ISIN: LU2010095458) For more information visit: www.global-fashion-group.com.

NEW YORK — June 29, 2026 — Zip Co Limited (ASX: ZIP), the digital financial services company offering innovative, people-centered products for everyday Americans, today announced a new partnership with Rally House, the nation's fastest-growing specialty sports retailer. Customers can now use Zip's flexible installment payment options online and in-store, giving fans a way to pay for the gear that matters most to them.

Rally House is the Official Team Shop of the Big 12, Big Ten, and Mid-American Conferences, with more than 300 locations across 28 states, and carries licensed fan gear for hundreds of college and professional teams, including the NFL, NBA, MLB, and NHL. Customers can shop jerseys and apparel for this summer's biggest sporting moments on the global stage.

Sports retail is a uniquely high-urgency category. Championship wins, draft nights, and game days create purchase moments that are emotionally driven and time-sensitive, which is exactly where flexible payment options make a real difference. Zip's installment products are designed to give fans the ability to make purchases on their own terms.

"Rally House has earned real loyalty from sports fans across the country, and we're proud to be part of how they shop," said Joe Heck, US CEO at Zip. "Their customers are exactly who Zip is built for, people who want flexibility and transparency without the complexity of traditional credit. When a championship moment hits, we want fans to be able to act on it."

“At Rally House, we're always looking for ways to make it easier for fans to get the gear they love,” said Aaron Liebert, Owner and CEO of Rally House. “By introducing Zip's Buy Now, Pay Later solution, we're providing our customers with greater flexibility and convenience while shopping for their favorite teams, schools, and local merchandise. We're excited to partner with Zip to enhance the overall shopping experience both online and in our stores."

With more than 29,000 US merchant partners and 4.6 million active US customers, Zip connects high-intent shoppers to the brands they love while ensuring merchants receive full payment upfront.¹

¹ Zip’s 3Q FY26 results released to the ASX

About Zip

Zip Co Limited (ACN 139 546 428) (ASX: ZIP) is a digital financial services company, offering innovative and people-centered products. Operating in two core markets — Australia and New Zealand (ANZ) and the United States (US), Zip offers access to point-of-sale credit and digital payment services, connecting millions of customers with its global network of tens of thousands of merchants.

Founded in Australia in 2013, Zip provides flexible and transparent payment options, helping customers to take control of their financial future and helping merchants to grow their businesses.

For more information, visit: www.zip.co

Eligibility criteria apply. Loans through Zip are originated by WebBank.

About Rally House

Rally House is a family-owned retail company, offering a wide selection of apparel, hats, gifts, and home décor representing local NCAA, NFL, MLB, NBA, NHL, MLS, and MiLB teams, along with locally inspired apparel, gifts, and food items. Rally House operates more than 310 locations across 28 states and is excited to open its first in Delaware.

For more information, visit: www.rallyhouse.com