Business
The Future Shopper 2025: VML Study Reveals Many Brands Are Still Failing to Deliver on Customer Experience and Search is Resurging Thanks to AI
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 ex
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[{"type":"text","content":"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","length":214,"tagName":"p","attribs":{}},{"type":"text","content":"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.","length":569,"tagName":"p"},{"type":"image","alt":"The Future Shopper Infographic","displaySize":"","headline":null,"caption":"The Future Shopper Infographic","className":"","disableSlideshowImg":false,"size":{"original":{"width":225,"height":400,"url":"https://media.zenfs.com/en/prnewswire.com/4d7315c0e8be75b0482276985bdb8cf5"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/f4cpta.Cwbc5fTFFg77fUw--/YXBwaWQ9aGlnaGxhbmRlcjt3PTQyMDtoPTc0NztjZj13ZWJw/https://media.zenfs.com/en/prnewswire.com/4d7315c0e8be75b0482276985bdb8cf5","width":225,"height":400}},"href":"https://mma.prnewswire.com/media/2776165/VML_FSR_2025__1.html","hrefExternal":true,"rel":"nofollow"},{"type":"text","content":"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.","length":612,"tagName":"p"},{"type":"text","content":" 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 th...