Future Shopper 2025 Report Reveals Disconnection Between Consumer Expectations and Brand Deliverables
The ninth annual Future Shopper report by VML has unveiled a stark reality in the world of e-commerce: despite years of digital acceleration, many brands are still struggling to meet basic customer experience expectations. Conducted across 16 countries with over 25,000 shoppers participating, the survey highlights a significant gap between what consumers demand from their shopping experiences and what brands are actually delivering.
One of the most striking findings is that nearly half (45%) of global shoppers abandon online shopping carts due to frustrating digital experiences. This alarming rate underscores the need for businesses to urgently improve human-centric experiences if they want to thrive in an AI-first world. The report emphasizes that the future of commerce relies heavily on providing seamless, personalized, and trustworthy experiences that cater to consumers’ evolving needs.
The increasing role of AI in shopping is another significant trend highlighted by the Future Shopper 2025 report. With 68% of consumers having used AI tools like ChatGPT for shopping purposes, it’s clear that AI will soon transform various aspects of the shopping journey, including product discovery and purchase. Furthermore, personalization plays a vital role, with 63% of shoppers appreciating personalized recommendations but still expecting more from brands in this area.
Marketplaces continue to dominate the shopping landscape, but their share of wallet has declined compared to last year’s findings, signaling a gradual shift toward true omnichannel retail experiences. The report suggests that businesses must adapt to provide seamless integration across channels and devices, ensuring that customers can easily switch between online and offline touchpoints without disruption.
AI’s Rapid Role in Shopping
The Future Shopper 2025 report reveals a significant increase in the adoption of AI tools for shopping purposes. Some key statistics include:
- 68% of consumers have used AI tools such as ChatGPT to shop.
- 52% are excited by the idea of their own AI agent handling shopping tasks for them.
Personalization is another area where brands can improve, with 45% believing that most brands still fail at delivering effective personalization. However, there’s a silver lining – when done correctly, personalized recommendations support product discovery for 63% of consumers.
Omnichannel Retail on the Rise
Marketplaces remain central to the shopping journey, but their dominance is slowly fading. Their share of wallet dropped from 29% last year to 22% in 2025, indicating a gradual shift toward true omnichannel retail experiences. This trend is driven by consumers’ increasing desire for seamless integration across channels and devices.
The Future Shopper 2025 report serves as a wake-up call for brands and retailers worldwide. Consumers are raising the bar on what they expect from their shopping experiences – faster delivery, seamless interactions, and meaningful personalization powered by technology like AI. Yet, many businesses are still struggling to meet these fundamental expectations, highlighting the need for urgent improvement.
What Shoppers Are Saying
The report also highlights some striking insights into shoppers’ attitudes toward online shopping experiences:
- 46% of consumers are often surprised by how poor online shopping experiences are, even from major retailers.
- 50% think businesses don’t understand what customers want from digital channels.
- 32% of shoppers expect delivery within two hours.
- 40% won’t place an order if same-day or scheduled delivery isn’t available.
The report also introduces the concept of "compressed commerce," where consumers want to move from inspiration to purchase as quickly as possible. This trend underscores the need for businesses to adapt and deliver tangible value at every stage of the journey, from discovery to delivery.
Conclusion
The Future Shopper 2025 report paints a clear picture: in today’s risk-averse market, every purchase is a considered one. Consumers demand reassurance – on price, speed, trust – before committing. Commerce success now depends on delivering tangible value at every stage of the journey. At VML, we’re turning these consumer demands into strategies that drive both immediate sales and long-term loyalty.
As businesses navigate this complex landscape, it’s clear that prioritizing human-centric experiences and leveraging AI to simplify interactions will be crucial for success in an AI-first world. By embracing these trends and adapting to changing consumer needs, brands can unlock new opportunities for growth and stay ahead of the curve.