2025年全球数字购物指数报告：“移动橱窗购物者”的崛起及其对支付的影响（英）

Global DigitalShoppingIndex The rise of the mobile window shopperand what it means for payments Table of contents Global Digital ShoppingIndex The rise of the mobile window shopperand what it means for payments What’s at stake3Key findings8The blueprint for merchants16Methodology40About42 The 2025 Global Digital Shopping Index: The rise of the mobile window shopper and what it means forpayments was commissioned by Visa Acceptance Solutions, and PYMNTS Intelligence is grateful for thecompany’s support and insight• This report draws on insights from a survey of 18,468 consumers and3,464 merchants across eight countries that was conducted from Oct17, 2024, to Dec 9, 2024 To learnmore about our data, refer to the Methodology section at the end of this report• PYMNTS Intelligenceretains full editorial control over the following content, findings, methodology, and data analysis. •Click-and-Mortar™ is a registered trademark of What’s Next Media and Analytics What’s at stake Digital shopping around the globe Modern shopping happens in far more locations than physical storefronts.Here are snapshots of what that looks like around the world. From Zoom meetings and commuting to daycare and thegrocery store, the modern shopper is always on the goTheir busy days have little surplus time, and shoppers wantto be able to check off their lists anytime, anywhere. In thisworld, the mobile phone has become the ultimate “anywherestorefront” — and window shopping now happens oftenthrough their device’s screen In New Jersey, Sara, a millennial mother of three, has just droppedoff her children at school — and she also placed a grocery orderbefore putting her phone down and driving away Over in London, recent college graduate Harry is riding the Tubeto Camden Market to meet up with his mates, and after textingthem that he’s on his way, he purchases his niece her birthday giftwithout leaving his seat Shoppers regularly reach for their devices to digitallywindow shop and make purchases wherever they are — athome, commuting, and even inside physical storesOurpast research into Click-and-Mortar™ shoppers tracked howdigital and physical shopping channels were merging andserving consumers in new waysThis year, we focus on howmobile phones’ widespread convenience has reshapedshopping. Data confirms that it has: Global consumersused a smartphone in nearly half of their most recent retailpurchases In the United Arab Emirates, Gen X banker Abdullah browsesthrough his favorite luxury mall following a busy day at workmanaging investments, and when an item that would be nice for hiswife catches his eye, he pulls out his phone for a price check At the very same moment, in three different locations, accomplishing threedifferent tasks, mobile phones enable all of these consumers to shop. 32% Percentage of shoppers who used theirphones during their most recent purchase of shoppers browse merchant websitesdaily or almost daily. Data reveals 6 in 10 consumers browse merchant sites on their phonesmultiple times a weekIn fact, nearly one-third perform this “anywhere windowshopping” dailyThese consumers window shop with their phones moreoften and in many ways have become a retailer’s best customerThey makea purchase roughly half the time they browse merchant sites, buying mostlyhigher-margin, nonessential products like electronics and hobby items 69%Online 40%In-store Parents are some of the most eager digital shoppers, making at least one digitalpurchase dailyGen Z and millennial consumers are also highly digital shoppers,performing at least two digital shopping activities per day, such as browsing,buying online, or supporting in-store shopping 48%All purchases Consumers expect seamless, unified shopping experiences across channelssuch as mobile, online, and in-storeMerchants that embed payment,promotions, inventory, and store policy features into the journey will drawshoppersConsumers are also more likely to shop with merchants that makepromotional codes or available payment methods readily apparent Five digital features consistently rise to the top of what consumerslook for from merchants each year: preferred payment methods,rewards, coupons, product details, and easy-to-navigate digitalstores. Merchants that offer these features can build more unifiedshopping experiences, ensuring their customers know they got thebest product, the right price, and the smoothest experience Unified commerce,where importantdigital features are seamlessly embeddedinto the shopping experience, is differentfrom omnichannel commerce — amore limited term that only describesseamless movement between shoppingchannels. Unified commerce builds onthe omnichannel concept and aims toeliminate the friction associated withactions like finding promotions, discounts,rewards, and payment options. The mobile-first shoppers redefining shopping practices nowexpect a more efficient, unified experience, but more than halfof merchants say they are not ready to suppo