SINGAPORE — VML has released its ninth annual Future Shopper report, a sweeping global study that underscores a widening gap between consumer expectations and brand delivery in the digital marketplace. Despite years of digital acceleration, many brands continue to fall short on the fundamentals of customer experience – value, speed, and trust.
Surveying more than 25,000 shoppers across 16 countries, the study reveals that 45% of global consumers regularly abandon online purchases due to frustrating digital experiences, while 52% are eager to have AI agents shop on their behalf. These findings signal that the future of commerce will be defined not only by technology but by how well brands humanize it.
AI reshaping the path to purchase
Artificial intelligence is emerging as a critical force in retail. According to the report, 68% of shoppers have already used AI tools, such as ChatGPT, to assist in their shopping journey. Consumers are optimistic about AI’s potential, particularly in streamlining discovery and simplifying decisions. Search engines have also seen a resurgence, with AI-powered search transforming how people find products and information.
Personalization and omnichannel expectations
Personalization remains a double-edged sword: while 63% of consumers credit personalized recommendations for product discovery, 45% believe most brands perform poorly at it. Meanwhile, marketplaces – long dominant in the shopper journey are losing share of wallet, slipping from 29% to 22% year-on-year. This signals a shift toward true omnichannel retail, where consumers expect seamless integration across platforms and physical channels.
Rising demands, compressed commerce
Speed is now a non-negotiable. Nearly one in three shoppers expects two-hour delivery, and 40% will not purchase without same-day or scheduled delivery. Moreover, 58% of consumers want to move from inspiration to purchase instantly, a trend VML calls “compressed commerce.”
“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.
Commenting, Nick Pan, Chief Commerce and Connections Officer, VML APAC, said “The Future Shopper 2025 report highlights a critical inflection 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 personalized, 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. At VML, we’re committed to helping brands close the gap between what consumers expect and what they experience, ensuring they’re ready for the future of commerce in APAC and beyond.”
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.
