VML Report: Poor CX & AI Search Impacting Retail

A recent global study by VML highlights a concerning gap between what consumers expect and how brands perform in digital commerce. The Future Shopper 2025 report, which surveyed over 25,000 shoppers in 16 countries, reveals that many years after digital transformation efforts began, brands still struggle with fundamental aspects like value, speed, trust, and delivering a seamless experience. Even though shoppers want rapid delivery and expect AI to simplify things, 45% abandon their online shopping carts due to frustrating digital experiences. VML's findings indicate that this isn't just a UX problem, but a significant business risk for retailers who fail to keep up with changing customer expectations.

Key Findings from the Future Shopper 2025 Report

This article will delve into the essential takeaways from the Future Shopper 2025 report and what they suggest for marketers navigating today's world of fast-paced commerce and AI-driven discovery.

VML's Future Shopper study is a comprehensive analysis of retail sentiment globally. In its ninth year, the 2025 edition explores how consumer behavior is changing across different markets and what implications this has for digital strategies, commerce, and building brand trust. A key insight from this year's report: despite digital investments, brands often miss the mark on customer experience.

These issues aren't minor complaints. They signal a market where customer loyalty must be constantly earned and can be easily lost. AI is now an active part of the shopping experience. The report indicates:

While marketplaces were once the primary place for product discovery, search engines are regaining importance, thanks to AI integrations that offer better, context-aware product searches.
This signifies a move away from loyalty to specific platforms towards prioritizing overall user experience. Consumers are increasingly loyal to the sources that quickly provide answers and value.

Personalization is still both promising and problematic. The issue isn't with the idea of personalization itself, but with how it’s being implemented. Consumers are put off by generic recommendations, irrelevant retargeting, and outdated segmentation. Marketers should take note: personalization needs to focus on providing value rather than just pushing products. AI should be used to simplify decision-making.

Marketplaces remain important, but their influence is declining. The study reveals a drop in their share of consumer spending, from 29% to 22%. Instead, shoppers are using a variety of platforms, including search engines, social media, and brand websites. This points to a more flexible, omnichannel approach. For marketers, a direct-to-consumer (D2C) strategy is essential. You can't rely solely on marketplace visibility to build loyalty. Omnichannel is about overall performance across all digital touchpoints.

Actionable Strategies

Fix your CX foundation: With 45% of shoppers abandoning purchases due to poor UX, it’s crucial to assess your entire funnel.
Embrace AI to reduce friction: Use AI to speed up decisions, improve recommendations, and offer faster fulfillment.
Prepare for rapid delivery: Shoppers expect fast delivery, making speed a critical strategy.
Diversify beyond marketplaces: Ensure a connected ecosystem across your website, search, social media, and partners.
Make personalization useful: Focus on anticipating intent rather than relying on past clicks.

VML’s Future Shopper 2025 serves as a reality check for brands still using outdated digital strategies. Shoppers want more—faster fulfillment, better discovery, and personalized value. Brands that use AI to improve the customer experience will succeed. Simplify the customer journey, or risk losing customers.