credit: rupixen on Unsplash.
Brands have fallen out of touch with consumer expectations, with 45% of shoppers abandoning carts and 52% preferring AI agents to shop on their behalf, according to brand and commerce specialists' VML’s The Future Shopper 2025 report.
More than 25,000 shoppers across 16 countries were surveyed, revealing a gap between customer expectations and brand delivery, with 50% saying that brands do not understand their needs.
A key point of contention between marketers and AI agents is personalisation. While personalisation enhances brand visibility — 63% of consumers say personalised recommendations during the search process help them discover new products — 45% of shoppers report dissatisfaction with how brands deliver on this, and AI is becoming an increasingly popular choice for online shoppers with 68% of consumers using AI tools such as ChatGPT to assist in the buying journey.
Chief commerce and connections officer, VML APAC, Nick Pan, said the report is a “critical inflection point for brands in APAC,” with more shoppers turning to AI to streamline the process.
“The data shows APAC shoppers are embracing AI-powered tools at an extraordinary pace—often leapfrogging traditional channels—and are excited by the promise of personalised, seamless journeys," he said.
"But expectations are rising just as quickly: people want faster delivery, smarter recommendations, and a truly omnichannel experience that fits their lifestyles.
“For brands in APAC, the message is clear—winning in this market means relentlessly focusing on customer experience, harnessing AI to add real value, and building trust at every stage of the journey."
Marketplaces remain the dominant choice for shopping inspiration, with 22% using the lead marketplace, 15% using the secondary marketplace, and 9% using other marketplaces. At the search stage of the shopping experience 17% use the lead marketplace, 12% the secondary and 7% other marketplaces.
However, marketplace spending has declined from 29% last year to 22% this year, indicating a stronger shift toward omnichannel retail. This trend highlights the need for brands to create a more enjoyable and seamless shopping experience, from discovery to purchase.
Global chief strategy officer, VML, Neil Dawson, said the consumer landscape has changed with customers more cautious about their spending choices and needing “reassurance - on — on price, on speed, on trust — before they commit” with 32% of shoppers expecting delivery within two hours, 40% need same-day delivery and 58% want a quicker path to purchase—a trend VML is calling “compressed commerce.”
“The Future Shopper 2025 makes it clear that commerce success now depends on delivering tangible value at every stage of the journey, from discovery to delivery.That means personalising in ways that genuinely help, rethinking fulfilment for the two-hour economy, innovating for real-world value, and using AI to simplify rather than complicate," he said.
"At VML, we’re turning these consumer demands into strategies that drive both immediate sales and long-term loyalty."
Global CEO, VML Enterprise Solutions, Jeff Geheb, said consumer expectations are rising and brands need to evolve to meet them.
“The data is clear: consumers are continuing to raise the bar on what they expect—faster delivery, seamless experiences, and meaningful personalisation powered by technology like AI, whilst at the same time re-evaluating what they purchase and when," he said.
“Yet, many businesses are missing the mark on the fundamentals of customer experience. Neither the customer journey of the future, nor the consumer of the future will be the same as today, but retailers and brands must find a way of offering the best experience right now, while building the experience of the future in parallel."
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