2025年未来购物者报告（第九版）

As market dynamics accelerate, staying ahead requires more than intuition. Foresightis paramount.The Future Shopper 2025offers a data-backed compass, revealing critical Online spending has stabilized as consumers embrace a truly blended approach to shopping,rediscovering physical retail while still demanding digital convenience. New channelscontinue to emerge as the line between physical and digital blurs, with AI's role becomingincreasingly prominent across the customer journey.Yet frustration prevails. Despite "customer-centricity" being the boardroom mantra worldwide,shoppers remain surprised at how poorly many brands and retailers execute the fundamentalsof digital experience. There’s even evidence that the consumer love affair with all things digitalis starting to plateau. A lot of the talk around retail experiences and shopping preferences is This disconnect, coupled with real-world concerns about finances and politics affectingpurchasing decisions, suggests we're entering an era where adaptability and genuinecustomer understanding will separate retail winners from those left behind.Methodology JEFF GEHEBGlobal CEOVML Enterprise SolutionsHUGH FLETCHERGlobal Demand Contentand Thought Leadership DirectorVML Enterprise SolutionsWe surveyed25,563shoppers across16countries. In order to qualify, they had tohave shopped online at least once in the preceding month. The surveys took placein:Australia, Belgium, Brazil, Canada, China, France, Germany, India, Mexico,Netherlands, New Zealand, Saudi Arabia, South Africa, UAE, UK & USAbetweenthe 16th June 2025 and 27th June 2025. Research was conducted on behalf of VMLby Censuswide, a customer research business that strictly adheres to theMarketResearch Society (MRS) Code of ConductandESOMAR principlesand is a memberof the British Polling Council. For the4questions specifically focused on thecustomer journey,16,000consumers were surveyed. Economic and political uncertainty01 reshapes spending as consumers delaypurchase decisions.The downfall of search engines appearsgreatly exaggerated, with clear resurgence inthe information gathering and search phase.04 before committing to purchases.Online shopping’s growth stabilizes, furtherunderlining the move to omnichannel retailspanning digital and physical.customer journey.While usage of AI is focused on practicality,we can expect it to increasingly influencethe customer journey – flipping focusfrom internal implementation to front-end05 02 true omnichannel commerce, with the leading brands and retailers needingto crack the code for being everywhere their customers are, both physicallyand digitally, all at once and seamlessly connected.experience.Success will come faster to those retailers and brands who recognize AI isn’tjust another technology upgrade with customer benefits, but a potentialreimagining of how consumers could discover, evaluate, and purchaseproducts. INTRODUCTION3discovery, comparison, and purchase behaviors while delivering superiorproduct selection, competitive pricing, convenient delivery, seamless searchfunctionality, and trusted reviews - all in a single, familiar interface. Thatbeing said, their overall share of wallet has declined again. Retailers and brands are still struggling06 to bridge customer-centricity gaps… despitetheir claims to the contrary.Personalization heralds great opportunitybut continues to disappoint a great manyconsumers.09 about what you say, it’s about what customers experience.The two-hour economy? Instant gratificationdrives consumer actions in the omnichannelthat delivers tangible, genuine benefits – such as relevant offers and savedpreferences.We want a better world but we won’t payfor it.Consumers continue to prioritize price and convenience over environmental10 07 immediacy reaching unprecedented levels. Success increasingly dependson lightning-fast fulfillment capabilities and frictionless experiences thatdeliver instant satisfaction regardless of channel.compromise consumers, as most won’t pay a premium for their principles. 4INTRODUCTIONand recognizing that, for many consumers, their phone is now their primaryshopping device for everything from groceries to luxury goods. way we purchase.66%of consumers globally say that politicalevents affecting their country are making them feelmore anxious about their financial future.60%are nervous about making major purchasedecisions because of political uncertainty.32%- the percentage of consumers globallywhose biggest financial concern is the increasein the cost of living (making it the #1 factor).SHOPPERCONDENSED future than previously predicted.53%of spend is currently online – the samepercentage as last year.of global shoppers say they are morelikely to buy from companies that speak and actpositively about diversity and social issues.of global shoppers say they are increasinglyfocused on their health, and this is impacting what 62%of global shoppers prefer to shop witha brand or retailer that has both physica