Future Shopper 2025: Retail Experience Redefined.
The Future of Retail: Three Imperatives for 2025.
The boundaries between online shopping, physical stores, and social media are disappearing. VML's Future Shopper Report 2025 reveals how consumers think and act today - and how many retailers lag behind these expectations. For retail decision-makers, this study serves as a compass: "The future of shopping doesn't exist in separate channels, but in integrated retail experiences."
Below are the ten most important insights, practical recommendations, and strategic action areas for retailers.
1. Omnichannel is Essential, Not Optional.
More than 70 percent of consumers now describe themselves as "channel-agnostic." Shopping might begin on Instagram, continue in an online store, and end in a physical location. Yet only 28 percent experience this journey as seamless.
For retailers, this means every disconnect between digital and physical touchpoints creates frustration. Different pricing, unsynchronized inventory, or isolated loyalty programs undermine trust.
Recommendations:
- Create unified data foundations for prices, inventory, and customer information
- Enable customer journeys to continue across channels (e.g., shopping carts)
- Equip store employees with digital tools to advise customers as effectively as online
2. Marketplaces: Reach Yes, Brand Control No.
About 58 percent of all online spending flows through marketplaces. Customers value variety and convenience but express growing concerns about counterfeits and data security.
Consequence: Retailers should view marketplaces as reach channels - not places for brand loyalty. Direct customer relationships only succeed through dedicated direct-to-consumer channels.
Recommendations:
- Use marketplaces to increase reach
- Develop parallel direct-to-consumer strategies
- Secure brand presentation on platforms through storytelling and branded shops
3. Social Commerce Becomes Established.
More than half of consumers have already purchased through social media—increasingly in high-price categories. Younger target groups trust livestream shopping more than traditional reviews.
Recommendations:
- Integrate social commerce firmly into marketing and retail strategies
- Test shoppable video and livestreams with authentic hosts
- Plan content to always include purchase options
4. Artificial Intelligence as Shopping Companion.
62 percent of consumers already use AI, and one-third expect to soon trust AI recommendations more than influencers.
Recommendations:
- Integrate AI into search, consultation, and after-sales processes
- Create transparency about how recommendations are generated
- Treat AI assistants as integral components of the retail experience
5. Sustainability Requires Proof.
71 percent prefer sustainable brands, yet almost half doubt these claims. Customers use apps and AI to verify sustainability statements.
Recommendations:
- Make evidence like certificates and carbon footprints visible
- Avoid greenwashing—communicate only concrete, verifiable facts
- Present sustainability transparently at point of sale and in online shops
6. Logistics as Part of Brand Messaging.
Speed alone is no longer sufficient. 74 percent expect precise delivery windows, and 41 percent would pay more for sustainable options.
Recommendations:
- Offer various delivery options, from same-day to eco delivery
- Use logistics innovations as marketing components
- Incorporate supply chain into storytelling and retail experience
7. Loyalty Programs in Transition.
Only 17 percent of consumers feel loyal to brands, while 81 percent hunt for deals. Traditional points programs lose effectiveness.
Recommendations:
- Evolve loyalty into membership—with exclusive services and content
- Offer flexible reward models that customers can choose
- Emphasize emotional connections more than price advantages
8. Global vs. Local - Balance is Crucial.
Consumers want global quality but also local authenticity. Many will pay higher prices for local offerings when benefits are clear.
Recommendations:
- Connect global brands with local stories and community anchoring
- Communicate local cooperations and sourcing transparently
- Use physical stores as places of proximity and authenticity
9. AR, VR and Voice Coming Closer.
Almost half of Gen Z wants to use AR/VR for shopping by 2026. For retailers, this means: start now with 3D assets and pilots.
Recommendations:
- Integrate AR and VR features into product categories like fashion, furniture, or beauty
- Test voice commerce for search and ordering processes
- Set up pilot projects early to gain experience
10. Data, Trust and Control.
60 percent distrust brands regarding data handling, yet 72 percent willingly share data when benefits are clear.
Recommendations:
- Offer self-service dashboards for data settings
- Make customer benefits immediately visible (better recommendations, faster checkout)
- Shift from data collection to genuine data partnership
The Future Shopper Report 2025 makes clear: consumers expect seamless retail experiences, innovative technologies, and radical transparency.
The three most important action areas for retailers and brands:
- Synchronize omnichannel experiences and measure customer behaviour in your stores thoroughly
- Integrate AI and immersive commerce technologies
- Consistently practice transparency and credibility
Conclusion: The 2025 customer is critical, informed, and demanding. Those who succeed in connecting physical stores, digital channels, and social commerce into a consistent retail experience will secure tomorrow's loyalty. The comprehensive study „The Future of Retail: Three Imperatives for 2025“ is available for download.
