Understanding the Shopper Journey in 2025

If you don't understand the shopper journey, you can't shape it. To truly connect with today's savvy shoppers, you need to engage them every step of the way-from the initial spark of interest to the moment they hit "buy" and well beyond.

Ready to deliver seamless, personalized experiences that guide shoppers through every touchpoint with confidence and clarity?

This guide will help you craft a winning strategy to influence the shopper journey and stand out in 2025.

Factors Impacting the Shopper Journey

The shopper journey has changed dramatically over the last two decades. It used to be fairly simple, linear, and straightforward with few touchpoints and fewer digital platforms. This is no longer the case.

In 2025, the shopper journey will be defined by the following factors:

Omnichannel Engagement

Shoppers will interact with brands across multiple channels. In fact, more than 50% of shoppers interact with three to five channels before they make a purchase. This will include physical stores, websites, search engines, emails, social media, apps, and SMS. Marketing campaigns across these platforms must work together seamlessly.

Technological Advancements

From AI-powered chatbots to digital in-store displays and augmented reality, the shopper journey will be dominated by technology in 2025. However, there will also be a strong call for more humanized experiences. Eighty-two percent of shoppers want to interact more with real people as technology advances.

Need for Instant Gratification

Shoppers don't like waiting. If your touchpoints don't instantly lead them where they want to go, they will turn to other brands that can better meet their needs.

• Forty percent of shoppers abandon websites that take over 3 seconds to load.
• Almost 80% of shoppers say speed, convenience, knowledgeable help, and friendly service are the most important elements in customer satisfaction.

Five Key Touchpoints in the 2025 Shopper Journey

Today's shopper journey is a complex web of multiple, interlocking touchpoints. Organizations need to identify these key moments and engineer them to work together flawlessly.

With that said, these are the touchpoints we expect to matter most in 2025:

1. Social Media

Social media is a key part of the shopper journey. Not only does it influence awareness, but it also factors into conversion. Social platforms like TikTok and Pinterest both have deals with Amazon so shoppers can click to purchase directly from social. Facebook and Instagram welcomed tens of millions of shoppers in 2024, and US social commerce sales are on track to crack the $100 billion mark in 2026.

Whether it's paid ads, influencer marketing, shoppable links, or organic reviews, expect social media to be a major touchpoint in 2025.

2. Interactive Campaigns

Start preparing your interactive content now. Whether you use virtual try-ons, quizzes, live shopping events, or another interactive element, these campaigns are a powerful way to spend more time with your audiences. Make the shopper journey fun and engaging in a world filled with too much content and too little time.

3. Online Checkout

Make 2025 the year you integrate personalized post-purchase ads into your ecommerce checkout. These ads allow you to promote additional, relevant products or services after consumers complete their purchase. This is a prime time for engagement because shoppers are in a buying mindset.

Use these ads to showcase how well you can anticipate and meet consumers' needs, making it easy for them to pursue a deeper, longer-lasting brand relationship.

4. Loyalty Programs

Loyalty programs will be an important way for brands to continue post-purchase engagement and build stronger relationships with shoppers.

Studies show that loyalty program members contribute to 43% of companies' annual sales, with 95% of members spending more than non-members each year.

Build your loyalty program into recurring touchpoints along the shopper journey:

• Use gamified elements to motivate members to re-engage and increase brand loyalty.
• Utilize privacy-safe user data to personalize rewards and promotions.
• Incorporate an omnichannel approach by integrating incentives for social sharing.

5. Ratings and Review Sites

In 2025, shoppers will demand authenticity and transparency. They will turn to ratings and review sites (everything from Google to TripAdvisor to Instagram), looking for genuine advice and top-notch customer service.

Seventy-seven percent of consumers use at least two review platforms to research businesses before buying, while 41% use three or more. In fact, positive online reviews surpass word-of-mouth and celebrity endorsement in influencing purchases in categories like clothing and shoes.

Monitor these platforms regularly and engage with shoppers across all touchpoints. Thank them for their praise, celebrate their enjoyment, and respond to any issues with timely and respectful responses.

Conclusion

If you aren't influencing shoppers' purchase decisions, another brand will. In 2025, focus on these key touchpoints to ensure that all channels along the shopper journey lead to your brand.

Need help getting started? Contact us today to learn how to optimize key touchpoints and enhance the customer journey in 2025.

Check out more resources to get fluent in:

Post-Transaction Advertising | Omnichannel Marketing | Retail Media

Fluent, Inc. is a leader in performance marketing, offering data-driven customer acquisition and partner monetization solutions that exceed client expectations. We connect brands with consumers at the most optimal moment, unlock additional revenue streams for partners, and empower advertisers to acquire their most valuable customers at scale. Connect with us now to level up your business: https://fluentco.com/contact/

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