VML’s Future Shopper 2025 report underscores a critical truth: retailers are failing to meet rising consumer expectations for speed, trust, and seamless experiences. The global study surveyed over 25,000 shoppers across 16 countries, revealing that 45% abandon carts due to poor digital UX and 50% believe brands lack insight into their needs.
AI Is Reshaping the Path to Purchase
Artificial intelligence has moved beyond hype. Today, 68% of global consumers use AI tools, including ChatGPT, in their shopping journeys. More than half are excited about AI agents that can guide them through purchases, signaling a major shift toward personalized, responsive shopping experiences.
Personalization: Valuable but Underdelivered
Consumers want relevant recommendations—63% find them helpful—yet 45% say brands miss the mark. The issue isn’t interest in personalization but poor execution. Retailers must pivot from generic product pushes to insight-driven, intent-based engagement.
Marketplaces Decline as Omnichannel Rises
Marketplace dominance is slipping, dropping from 29% to 22% of spending. Instead, shoppers are blending channels across their journey, favoring brands that deliver cohesive omnichannel experiences. Direct-to-consumer models and a unified digital strategy are becoming essential.
Key Takeaways for Marketers
- Fix your CX foundation before launching new tech.
- Use AI to streamline recommendations and speed.
- Prepare for the two-hour economy—fast fulfillment matters.
- Adopt omnichannel strategies that span all touchpoints.
- Elevate personalization to align with shopper intent.
Retailers that don't adapt risk falling behind. The future of retail lies not just in adopting tech—but in using it to genuinely improve the customer journey.
