The Future Shopper 2025: VML Study Reveals Many Brands Are Still Failing to Deliver on Customer Experience and Search is Resurging Thanks to AI

Consumer shopping habits are set to become more deliberate, data-driven, and AI-assisted. Economic uncertainty is making shoppers more value-conscious and research-oriented, but they will also expect faster, more intuitive experiences.

Channel fluidity will define the customer journey - shoppers will move seamlessly between online, mobile, and in-store touchpoints, expecting the same level of personalization and service everywhere.

Marketplace diversification will continue, with global giants like Amazon and Alibaba dominating mass retail, while niche and vertical marketplaces grow by offering curated, specialist experiences.

Agentic AI - will play a transformative role. These AI systems will not just recommend products but act on behalf of the shopper, automating discovery, comparison, and even purchasing based on predefined preferences, budgets, and ethical considerations. This will shift some decision-making power from consumers to their AI "shopping agents," compressing the buying journey and changing how brands compete for attention.

Personalization as standard will become the norm, with AI delivering tailored recommendations, dynamic pricing, and adaptive content automatically.

Faster fulfillment will remain a competitive battleground, with same-day and next-day delivery becoming table stakes in many markets, supported by micro-fulfillment centers and local inventory hubs.

Rise of resale and recommerce will accelerate, driven by both sustainability and affordability, making second-hand and refurbished goods mainstream.