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Sydney - Zip Co (ASX: ZIP), the digital financial services company offering innovative, people-centred products, has today released new research showing Australians are becoming more deliberate, selective and value-conscious in how they manage their day to day spending.

A survey of 1,507 Australians aged 18+ found two in three Australians (66%) say they are more thoughtful and selective with their spending than they were a year ago, while almost all Australians (97%) are actively trying to get the best value when they shop.

Rather than spending less, the findings suggest Australians are becoming more intentional about where their money goes, what they prioritise and how they find value.

Key findings include:

• 66% say they are more thoughtful and selective with spending than a year ago
• 97% are actively trying to get the best value when they shop.
• 55% are spending less on non-essential expenses than a year ago
• 46% have shopped around more carefully for better value in the past 3 months to help manage essential living costs
• 44% have planned purchases more carefully in the past 3 months to help manage essential living costs
• 78% continue spending on at least one non-essential category when money feels tight

Value-seeking has become mainstream, with 97% of Australians actively trying to get the best value. The most common tactics include buying items on special (43%), comparing prices (40%), waiting for sales or buying items on special (37%) and using discounts or rewards (34%).

“With household budgets front of mind, Australians are becoming much more intentional about how they spend,” said Soraya Alali, Zip ANZ CEO. “They are spending more thoughtfully, looking for better value and making considered choices about what matters most.”

The research also shows Australians are becoming more selective about where their money goes. More than three in four Australians (78%) continue spending on at least one non-essential category when money feels tight, with popular categories including streaming and entertainment, treats for family or kids, social outings, coffee or café purchases and takeaway or dining out.

“At Zip, we know financial confidence looks different for everyone,” continued Ms Alali. “For everyday Australians, it is about staying in control, making smarter decisions and having the flexibility to manage everyday life. This research shows Australians are becoming increasingly savvy and selective, while still making room for the small things that make life feel good.”

Demographic findings

The research also found differences in how Australians seek value.

Women are among Australia’s most active value-seekers, with the research showing they are more likely than men to wait for sales, use discounts or rewards and buy second-hand when looking for better value. Four in ten women (40%) say they wait for sales compared with 33% of men, while 37% use discounts or rewards compared with 31% of men, and 20% buy second-hand compared with 12% of men.

The shift is also playing out differently across generations. Three in four Gen Xers (74%) say they are more thoughtful and selective with spending than a year ago, compared with 66% of the total population. Gen X is also more likely to be spending less on non-essential expenses, at 68% compared with 55% of Australians overall.

Younger Australians are showing a distinct approach to value. Gen Z and Millennials are more likely than older Australians (Gen X and Baby Boomers) to say they are focused on building more financial security heading into the second half of 2026, while also embracing technology to help them make smarter purchasing decisions. They are also more likely than older Australians to use AI or online tools to compare options when trying to get the best value.

“Across generations, Australians are redefining what value means,” Ms Alali said. “Whether it’s planning ahead, comparing options or choosing flexible ways to manage everyday expenses, Australians are becoming more conscious about how they spend and more active in how they seek value.”

Media Contact

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

About the research

The research was conducted by YouGov via an online survey of 1,507 Australians aged 18+. Fieldwork was conducted between 22 and 28 May 2026. The figures have been weighted and are representative of Australian adults aged 18+.

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

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.