VML has published its ninth annual report titled Future Shopper, a comprehensive global analysis detailing the ongoing challenges brands face in fulfilling customer experience expectations despite a significant push towards digital solutions. The 2025 edition surveyed over 25,000 consumers across 16 countries and reveals a notable gap between consumer desires for value, speed, and trust, and the actual offerings from brands. Alarmingly, 45 percent of global shoppers report abandoning their online shopping carts due to frustrating digital experiences.
The findings emphasize the critical need for businesses to enhance human-centered experiences to thrive in a world increasingly dominated by AI. AI’s influence on the shopping process is already apparent, with its growing acceptance suggesting it will soon revolutionize everything from product discovery to the point of sale. While online marketplaces have set high standards for service, their share of consumer spending has decreased compared to last year, as shoppers are increasingly turning to search engines—likely propelled by AI integration into search functionalities.
AI’s Accelerating Impact on Shopping
Personalization is Beneficial but Insufficient
Growth of Omnichannel Retail
Marketplaces continue to play a significant role in the shopping experience, yet their dominance appears to be waning. Their share of consumer expenditure has fallen from 29 percent last year to 22 percent in 2025, indicating a shift towards genuine omnichannel retail interactions.
“The Future Shopper 2025 serves as a wake-up call for brands and retailers worldwide. The data is unequivocal: consumers are elevating their expectations—demanding quicker delivery, more seamless experiences, and impactful personalization powered by AI technology, all while reassessing their purchase habits,” said Jeff Gehab, global CEO of VML Enterprise Solutions.
“However, many companies are failing to address the essential aspects of customer experience. The future customer journey will be different from today’s, and it’s imperative for retailers and brands to provide excellent experiences now while simultaneously developing future-focused strategies,” he added.
Insights from Shoppers
- 46 percent are frequently astonished by the quality of online shopping experiences, even from well-known retailers.
- 50 percent feel that companies do not grasp what customers expect from their digital platforms.
- 32 percent of consumers anticipate delivery within two hours.
- 40 percent will refrain from making a purchase if same-day or scheduled delivery options are unavailable.
- 58 percent prefer a swift transition from inspiration to purchase—a trend VML identifies as “compressed commerce.”
Neil Dawson, global chief strategy officer at VML, remarked, “In today’s cautious market, each purchase is carefully considered. Consumers are seeking reassurance regarding price, speed, and trust before making a commitment. The Future Shopper 2025 clearly indicates that achieving success in commerce now hinges on providing real value at every stage, from discovery to delivery. This entails personalized solutions that genuinely assist customers, rethinking fulfillment in line with a two-hour delivery economy, innovating to create real-world value, and leveraging AI to enhance, not complicate, the shopping experience. At VML, we are translating these consumer expectations into strategies that promote immediate sales and cultivate long-term loyalty.”