VML has published the ninth edition of its The Future Shopper report, based on responses from more than 25,000 consumers worldwide. This study confirms that the digital revolution is entering a new phase. Online shopping is stabilizing, physical retail is regaining its central role, and expectations are shifting toward more human, personalized, and seamless experiences.
Economic and political uncertainty directly influences purchasing behavior. Two-thirds of global consumers say that political events affecting their country make them more anxious about their financial future, and 60% say they feel nervous about making major purchases.
The rise of omnichannel
After a decline last year, online shopping has stabilized at 53% of total global spending. Consumers are embracing a hybrid approach.
Sixty-two percent of them prefer brands or retailers that have both physical stores and an online presence. Omnichannel commerce is therefore becoming the norm.
AI and customer experience: between promise and frustration
Artificial intelligence is increasingly present in the shopping experience: 68% of consumers have already used a tool such as ChatGPT or an equivalent, and 46% say they are not bothered that the content they view is generated by AI.
However, the digital experience often remains disappointing. 45% of shoppers say they abandon their shopping carts because the process is too frustrating.
Instant gratification is becoming the norm
One-third of global consumers expect delivery in less than two hours, and 40% refuse to order if the retailer does not offer same-day delivery.
Personalization and trust
Although personalization is seen …
