2025年消费者研究报告：随时随地触达每一位购物者

Meet Every Shopper, Every Channel, Every Moment Entering the Always-OnEra of Shopping Shoppers Are Redefining the ShoppingExperience (Again) through the buying journey has shifted — again— and will continue to change until the end oftime. While that may seem dramatic, it’s not false.through Google’s endless results pages, or walkingthrough a brick-and-mortar store.Our consumer research shows that if brands want to achieve success in 2025, they must meetevery shopper across every channel, at everymoment, with engaging, accurate, and consistent shopping is no longer just something shoppers“do” — it’s something that’s always happening(whether they’re aware of it or not).shopping experiences and product content.Learn how to build meaningful connections at experiences, and stay present in every momentthat matters to shoppers. whether shoppers come across your brand while Contents Keep an eye out for these icons throughout the report to get actionable insights that can help you guide your brand strategy. concepts and best practices, helping you build a solid digitalshelf foundation — no matter where you are in your journey. helping you build a strategy that drives customer acquisition,conversion rates, and revenue growth. Awareness01 How Shoppers Discover New Productsand Brands brand discovery — and these preferences for more product content,more personalization, and more unique shopping experiences willonly continue to grow. Brands must be prepared to keep up with the Global Ecommerce Sales: Steady GrowthSignals Market Maturation in 2025 OnlineSpendingTrends Ecommerce is predicted to grow modestly in 2025, as it’s projected to make up 21%of total global retail sales — a shift from the hypergrowth predictions of previous years,according to the “Worldwide Retail Ecommerce Forecast 2024” report from eMarketer. — a natural progression that could indicate movement toward steadier, more reliablegrowth patterns. While this increase may be modest, the expected $6.86 trillion in online Ecommerce GrowthPatterns Reflect ShiftingShopping Habits Omnichannel Era increase in online adoption — indicating that shoppers are becoming more comfortable buying (virtually)anything online. shoppers wherever they are in the buying journey. Buildseamless shopping experiences to help shoppers weavebetween online and in-store shopping. HACK 21% increasingly (and, often, overwhelmingly) happening online. Source: eMarketer Economic Environment: Shoppers MakeChanges To Navigate Financial Pressures What Are Shoppers Doing To Cut Backon Spending? Between inflation, rising costs, interest rates, and many other economic factors,shoppers have taken steps to maintain — and cut back on — spending, highlighting Non-Essential Purchases products and dining, and 52% have shifted to store-brand products and less-expensivealternatives. A surprising 27% of shoppers have even taken on a side hustle to keep Less-Expensive Products Shoppers Maintain Spending? prioritizing value within your promotions and productofferings could help budget-minded shoppers make themost of their money. HACK 27%Side Hustleof Shoppers Relied on Savings and bundling could be another way to help shoppers findthe best deal. P A G E6 O F 5 7 Vertical Ecommerce Sales: Traditionally‘Offline’ Verticals Grow Online Shoppers have increased online shopping across every vertical — with the mostconsiderable growth coming from more traditionally in-store categories, health andwellness (up 19% from 2024) and food and beverage (up 14%), according to the Salsify majority of shoppers indicating that they’ve purchased a product from these categorieswithin the last year — showing substantial maturity within these categories. Fashion and Apparel which use a wide range of product content and shoppingexperiences to give shoppers new ways to engage with HACK generated content (UGC) and enhanced lifestyle imagery,shoppers can access a wide range of product content that Ambient Shopping: Shopping Is NoLonger Just Something You ‘Do’— It’s Always Happening DiscoveryChannelTrends The emergence of ambient shopping highlights one crucial truth: Shoppingisn’t just something you “do.” It’s also something that’s always happening.Scrolling TikTok or Instagram? You’re also shopping. Watching Netflix or Always-On Shopping,Social Commerce,and AI Reshape theDiscovery Landscape (69%) of shoppers saying they participate in this passive buying behavior.Millennials (76%) and men (75%) lead as the groups that are most likely to product discovery continues its shift to online channels; and social media and artificial intelligence (AI)tools show emerging potential — all emphasizing the expanding digital maturity of shoppers. Channels on the biggest passive discovery channels: Show up onshoppers’ TikTok For You Pages (FYPs), Instagram Stories,YouTube Lives — and anywhere else your audience HACK What Is Ambient Shopping? Ambient shopping is the act of making Intentiona