From booking appointments to making purchases, the modern commerce ecosystem enables consumers to complete transactions more efficiently than ever before. Advanced AI capabilities are further streamlining these processes across industries—at least in theory. However, new technologies also introduce new challenges, which are actively shaping what consumers expect from their digital commerce experiences.
Our 2025 digital commerce report explores these issues in depth, drawing from extensive consumer surveys across multiple industries and regions. The report provides a comprehensive overview of what currently works in digital commerce, what doesn’t, and how your business can meet consumers’ expectations to create smooth, stress-free digital commerce experiences.
“When technology becomes more of a barrier than a bridge, consumer trust is at stake.”
—Jon Panella, Group Vice President—Global Commerce Lead, Publicis Sapient
Our research reveals significant differences in consumer satisfaction across sectors, with clear leaders and laggards:
Different generations expect different things from their commerce experiences, and digital natives expect more than basic interactions. The majority of Millennials and Gen Z view personalization positively and desire experiences tailored specifically to their preferences. This goes beyond basic personalization, such as addressing consumers by name, to demonstrating a comprehensive understanding and anticipation of individual needs. In contrast, the majority of Gen X (64 percent) and Baby Boomers (73 percent) have never used personalization features.
While all consumers desire smooth, quick checkout experiences, their attitudes, expectations, and experiences differ across regions. For example, consumers in the United Kingdom reported significantly more customer service issues (48 percent) than those in Germany (29 percent).
Understanding experiences, expectations, and preferences is essential for companies aiming to align their digital strategies with consumer expectations and anticipate emerging technologies.
If there is one thing that unites consumers globally, it’s experiencing friction in their digital commerce experiences. Key pain points that shape expectations for future engagement include customer service issues (39 percent), data privacy concerns (33 percent), and site/app performance issues (29 percent).
Organizations may be embracing AI and seeking new AI-driven solutions to enhance their businesses, but what do consumers think? How do they expect AI to impact their experiences?
While Millennials and Gen Z are more likely to embrace AI features, consumers overall do not yet see the value in what AI can do for them. For example, the majority of consumers (57 percent) have neither used conversational chatbots nor found them helpful in making purchase decisions.
The challenge for businesses is to help consumers see the value in AI by building solutions aligned with their needs, transforming AI from a novelty into a valuable commerce partner.
“AI today can be very efficient at dealing with refunds, appeasements, returns, and replacements. It can also help with recommendations, such as informing customers if an item tends to run small or if they should consider a different size. So, it’s proactively trying to address common customer complaints.”
—Jon Panella, Group Vice President—Global Commerce Lead, Publicis Sapient
Consumers expect businesses to gather data, as it enables personalized experiences, preferences, and offers. However, they are also acutely aware of the privacy risks associated with sharing their data.
More than a third (37 percent) of consumers ranked exclusive discounts as a motivator to share personal information, but reluctance persists whenever businesses aren’t transparent about their policies. A similar proportion (36 percent) indicated that personalized product or service recommendations would not motivate them to create a customer profile.
“Today, personalization is still highly persona-based, and not hyper-personalized. Those companies that are able to treat a customer as an individual person with a set of offers are the ones that will get the most value.”
—Jon Panella
Understanding consumer expectations is just the beginning. To transform consumers into customers, use actionable, proven tools and strategies:
Ready to apply these insights to elevate your business strategy? Let us guide you through your digital transformation journey, equipping you with the tools to innovate and succeed, no matter the environment. Publicis Sapient is at the forefront of digital transformation, combining experience design expertise with powerful AI tools to help organizations navigate today’s complex commerce landscape.
This report is grounded in a global survey of 7,562 consumers, conducted from January 7–23, 2025, across Australia, France, Germany, the U.K., and the U.S. These insights empower businesses to refine digital commerce strategies, enhancing customer loyalty and lifetime value.
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