VML's Future Shopper Survey Shows Brands Failing at Customer Experience

VML has unveiled its ninth annual Future Shopper report, an expansive global study revealing that, despite years of digital acceleration, many brands are still failing to deliver on the basics of customer experience. Surveying over 25,000 shoppers across 16 countries, the 2025 edition exposes a gap between what consumers expect and what brands provide when it comes to value, speed, and trust. In fact, 45 per cent of global shoppers often abandon their online shopping cart because the digital experience is too frustrating.

According to the report, brands must prioritise human-centric experiences and address consumer frustrations with current digital offerings, especially if they want to grow in an AI-first world. Although in its infancy in the customer journey, AI’s high usage and trust indicate that it will fundamentally change how consumers shop, from discovery to
purchase. Despite marketplaces setting the benchmark for customer service, their market share has dropped since last year, and search engines have seen a resurgence during the information and search phases of the journey, possibly fuelled by AI integration.

68% of consumers have used AI tools like ChatGPT to shop.

52% are excited by the prospect of having their own AI agent to shop on their behalf.

63% say personalised recommendations help them discover new products. 45% of consumers think most brands do a poor job of personalisation.

Marketplaces remain the dominant force throughout the shopper journey, with 22% using the lead marketplace in the region for inspiration, 15% using the secondary marketplace, and 9% using other marketplaces. When it comes to search 17% use the lead marketplace, 12% the secondary and 7% other marketplaces. However, the marketplace share of wallet has slipped to 22%, down from 29% last year, signalling a shift toward true omnichannel retail.

“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," said Jeff Gehab, global CEO, VML Enterprise Solutions.

"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."

Nick Pan, chief commerce and connections officer, VML APAC, added, “The Future Shopper 2025 report highlights a critical inflexion point for brands in APAC. Our region’s consumers are among the world’s most digitally savvy, yet 45% still abandon purchases due to frustrating online experiences, and half feel brands don’t understand their needs.

The data shows APAC shoppers are embracing AI-powered tools at an extraordinary pace -- often leapfrogging traditional channels -- and are excited by the promise of personalised, seamless journeys. But expectations are rising just as quickly: people want faster delivery, smarter recommendations, and a truly omnichannel experience that fits their lifestyles. For brands in APAC, the message is clear—winning in this market means relentlessly focusing on customer experience, harnessing AI to add real value, and building trust at every stage of the journey.”

More findings:

Customer Experience

46% are often amazed at the poor online shopping experience by major retailers. 50% think businesses have no idea what customers want from their digital channels.

“I want it right now or I don’t want it at all.”

32% of shoppers expect delivery within two hours; 40% will not order if same-day delivery or scheduled delivery isn’t available.

58% want to move from inspiration to purchase as quickly as possible -- a trend VML has coined “compressed commerce.”

Neil Dawson, global chief strategy officer, VML said, “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 fulfilment 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.”

For more information or to download the full report, visit VML’s website.