The Future Shopper 2025: VML Study Reveals Many Brands Are Still Failing to Deliver on Customer Experience and Search is Resurging Thanks to AI
45% of global shoppers often abandon purchases because the digital experience offered by major retailers is too frustrating and 52% are excited by the prospect of having their own AI agent to shop on their behalf
NEW YORK, Sept. 18, 2025 /PRNewswire/ -- VML today 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 percent of global shoppers often abandon their online shopping cart because the digital experience is too frustrating.
According to the report, brands must prioritize 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 indicates 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.
AI's Rapid Emergence Across the Path to Purchase
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.
Personalization Powers Discovery but Falls Short for Some
63% say personalized recommendations help them discover new products.
45% of consumers think most brands do a poor job of personalization.
A Shift Toward True Omnichannel Retail
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, 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 personalization 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.
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 personalizing 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."
For more information or to download the full report, visit VML's website.
About VML
VML is a leading creative company that combines brand experience, customer experience, and commerce, to create connected brands that drive growth. The agency is celebrated for its innovative and award-winning work with blue chip client partners including AstraZeneca, Colgate-Palmolive, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. VML is recognized as a Leader by Forrester Wave™ reports for Commerce Services, Marketing Creative and Content Services, and is a Strong Performer in the Forrester Wave™: CX Strategy Consulting Services. It was also named a Leader in IDC MarketScape: Adobe Experience Cloud Professional Services and a Visionary in the Gartner Magic Quadrant for Digital Experience Services. VML's specialist health network, VML Health, is also one of the world's largest and most awarded health agencies. VML's global network is powered by 26,000 talented people across 55 markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.
VML is a WPP agency (NYSE:WPP). For more information, please visit www.vml.com, and follow along on Instagram, LinkedIn, and X #WeAreVML.
Media Contact:
Rebecca Sullivan
Director of PR, VML
[email protected]
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SOURCE VML