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VML has released its ninth annual Future Shopper report, a global study that reveals how many brands are still struggling to meet basic customer experience expectations despite years of digital acceleration. Surveying more than 25,000 shoppers across 16 countries, the 2025 edition highlights a disconnect between consumer demands for value, speed, and trust, and what brands are actually delivering. Strikingly, 45 per cent of shoppers worldwide say they often abandon online shopping carts because the digital experience is too frustrating.
The report underscores that businesses must urgently improve human-centric experiences if they want to thrive in an AI-first world. AI is already reshaping the shopping journey, with widespread usage and trust suggesting it will soon transform everything from product discovery to purchase. While marketplaces continue to set the bar for service, their share of wallet has declined compared to last year, as consumers increasingly return to search engines—likely driven by the integration of AI into search.
AI’s rapid role in shopping
Personalisation helps but still falls short
Omnichannel retail on the rise
Marketplaces remain central to the shopping journey, but their dominance is slipping. Their share of wallet dropped from 29 per cent last year to 22 per cent in 2025, signaling a gradual move toward true omnichannel retail experiences.
“Future Shopper 2025 is a reminder for brands and retailers everywhere. The data is clear: consumers are continuing to raise the bar on what they expect—faster delivery, seamless experiences, and meaningful personalisation powered by technology like AI, whilst at the same time re-evaluating what they purchase and when.
Yet, many businesses are missing the mark on the fundamentals of customer experience. Neither the customer journey of the future, nor the consumer of the future will be the same as today, but retailers and brands must find a way of offering the best experience right now, while building the experience of the future in parallel,” said Jeff Gehab, global CEO, VML Enterprise Solutions.
What shoppers are saying
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46 per cent are often surprised by how poor online shopping experiences are, even from major retailers.
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50 per cent think businesses don’t understand what customers want from digital channels.
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32 per cent of shoppers expect delivery within two hours.
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40 per cent won’t place an order if same-day or scheduled delivery isn’t available.
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58 per cent want to move from inspiration to purchase as quickly as possible—a trend VML calls “compressed commerce.”
Neil Dawson, global chief strategy officer, VML, added: “In today’s risk-averse market, every purchase is a considered purchase. Consumers are demanding reassurance — on price, on speed, on trust — before they commit. The Future Shopper 2025 makes it clear that commerce success now depends on delivering tangible value at every stage of the journey, from discovery to delivery. That means personalising in ways that genuinely help, rethinking fulfillment for the two-hour economy, innovating for real-world value, and using AI to simplify rather than complicate. At VML, we’re turning these consumer demands into strategies that drive both immediate sales and long-term loyalty.”
