VML Report: Retail CX Lag & AI Search Rise

VML Study: CX Problems and AI Search Popularity

A recent global study by VML highlights a concerning gap between what consumers expect and how brands perform in the digital commerce space. The Future Shopper 2025 report, which surveyed over 25,000 shoppers in 16 countries, reveals that despite years of digital efforts, brands are still struggling with essential aspects like value, speed, trust, and a smooth experience. Shoppers now expect quick delivery and want AI to simplify their shopping, yet 45% abandon their online carts due to frustrating experiences.

VML’s findings indicate this isn't just a UX issue, but a serious business threat for retailers who can’t keep up with changing expectations. This article dives into the crucial insights from the Future Shopper 2025 report and what they mean for marketers navigating the world of fast-paced commerce and AI-driven discovery.

The Future Shopper study is a comprehensive look at retail sentiment. This year, the ninth edition, explores the shifts in consumer behavior across different markets and their implications for digital strategies, commerce, and brand trust. The main point is that even with digital investments, brands are falling short where it matters most: customer experience. These issues are important, showing a market where loyalty must be earned constantly.

AI is now a key part of the shopper's journey. The report notes that while marketplaces were once the main source for product discovery, search engines are becoming more popular again, likely due to AI enhancements that provide better product discovery. This change indicates a move from loyalty to platforms to prioritizing useful experiences. Consumers are loyal to what provides the fastest answers and value. Personalization is still both promising and problematic, with issues in how it's implemented. Basic recommendations and irrelevant retargeting are turning consumers away. Marketers need to focus on value-centric personalization, using AI to simplify decisions, not just promote products. The goal is useful personalization.

Marketplaces are still important but declining, with a drop in wallet share from 29% to 22%. Consumers are using a variety of platforms, including search, social media, and brand websites, showing a move towards omnichannel shopping. For marketers, a D2C approach is essential. Relying only on marketplace visibility isn't enough to build loyalty. Omnichannel is about performing well across all digital touchpoints.

Key Actions for Marketers:

Fix CX Issues: If 45% of shoppers leave due to poor UX, check your sales process, from site speed to checkout.
Use AI Wisely: Use AI to make things easier, not more complicated, by speeding up decisions and improving recommendations.
Prepare for Fast Delivery: With many expecting delivery in under two hours, speed is essential.
Embrace Omnichannel: Diversify beyond marketplaces, ensuring your brand site and social commerce work together.
Make Personalization Useful: Focus on anticipating customer needs, not just using past data.

The Future Shopper 2025 report is a reminder for brands to update their digital strategies. Shoppers want faster service and personalized value. Brands that use AI to improve the customer experience will succeed. It’s important to simplify the customer journey or risk losing customers.