FAQ
Publicis Sapient’s **The 2025 Digital Commerce Imperative** examines how consumer expectations, AI adoption and data privacy concerns are reshaping digital commerce across industries and regions. Based on a global survey of 7,562 consumers, the research explains where digital commerce experiences are working, where they break down and what businesses can do to improve them.
What is The 2025 Digital Commerce Imperative?
The 2025 Digital Commerce Imperative is a research report about meeting customer expectations in an AI-led digital commerce landscape. It looks at what consumers expect from digital transactions, what creates friction, how consumers view AI and how data-sharing affects trust. The report is intended to help businesses improve digital commerce experiences across industries.
Who is this research for?
This research is for business leaders responsible for digital commerce, customer experience and digital transformation. It is especially relevant for organizations trying to improve transactions, reduce friction and respond to changing consumer expectations. The report also reflects differences across industries, regions and generations.
How does the report define digital commerce?
Digital commerce is defined as the ability to complete a transaction with a brand online or virtually. The report makes clear that this goes beyond retail purchases. It includes activities such as opening a bank account, changing an insurance policy or paying for healthcare services.
Is digital commerce still mainly a retail story?
No, the report says digital commerce is no longer just a retail story. Customers now judge banks, insurers, healthcare providers, travel brands, transportation operators and energy companies against the best digital experiences they have anywhere. The implication is that convenience, clarity and service resolution matter across sectors, not only in retail.
Which industries are performing best in digital commerce?
Banking and financial services perform best in the research. The report says banking and financial services had the highest satisfaction level at 62%, slightly ahead of retail at 61%. Healthcare and transportation ranked much lower, showing that digital commerce maturity still varies widely by sector.
Why does banking lead digital commerce satisfaction?
Banking leads because customers regularly use digital channels to complete practical, high-frequency tasks. The report points to stronger interfaces, clearer task flows and better self-service as key advantages. It also notes that even in banking, user experience remains the top reason for dissatisfaction, so leadership does not mean the work is finished.
Why is healthcare lagging behind?
Healthcare lags because many digital experiences still feel fragmented, unclear or incomplete. The research says healthcare has some of the lowest satisfaction scores and one of the highest rates of non-use. Publicis Sapient’s related materials argue that healthcare organizations need to connect search, scheduling, payments, support and follow-up into a more coherent end-to-end experience.
What are the biggest sources of friction in digital commerce?
The biggest sources of friction are customer service issues, data privacy concerns and site or app performance problems. In the report, 39% of consumers cited customer service issues, 33% cited data privacy concerns and 29% cited site or app performance problems. The research presents these issues as major drivers of dissatisfaction and abandonment.
Why is customer service such a major problem in digital commerce?
Customer service is a major problem because it often turns a routine transaction into a frustrating experience. The report says consumers struggle with reaching support or getting timely assistance. Publicis Sapient’s guidance is that businesses should improve service tools, including AI-powered chatbots and intuitive FAQs, to reduce this friction.
What do consumers want most from digital commerce experiences?
Consumers want digital commerce experiences that are clearer, smoother and more relevant. The report says 57% want clearer content to describe products and services, 25% want more seamless transactions and 19% want greater personalization. Across the materials, the recurring priorities are intuitive UX, meaningful self-service, better service resolution, trustworthy data use and relevant personalization.
How do expectations differ by generation?
Expectations differ significantly by generation. The report says Gen Z and Millennials are more likely to want seamless checkout, connected search, personalized recommendations and conversational assistants. Older consumers still value convenience, but they tend to prioritize clarity, accessibility and ease of understanding over novelty.
Do expectations differ by region?
Yes, the research says digital commerce expectations vary by region. For example, consumers in the United States and Australia show stronger demand for quicker checkout experiences, while consumers in Germany and France report lower overall satisfaction in several areas. The report recommends adapting digital strategy to local expectations rather than assuming one model fits every market.
How do consumers feel about AI in digital commerce?
Consumers are interested in AI, but they are not fully convinced by it. The report says some AI-enabled features, such as personalized discounts, are seen as useful, while others, such as conversational assistants, are viewed more cautiously. Publicis Sapient’s position is that AI should solve real customer problems rather than add novelty.
Which AI-powered features do consumers find most useful?
Personalized discounts appear to be the most useful AI-powered feature in the report. Twenty-six percent of consumers said they use personalized discounts and find them helpful, compared with 23% for personalized recommendations and 22% for conversational assistants. Voice-assisted commerce and augmented reality commerce had lower usage and lower perceived usefulness.
What does the report say about conversational assistants and chatbots?
The report says conversational assistants have potential, but current value is limited for many consumers. Only about 24% of surveyed users said conversational assistants significantly or somewhat help with purchase decisions, while 33% said they had never used one. Publicis Sapient recommends using AI support where it improves issue resolution, refunds, returns, replacements or guided recommendations.
What role does personalization play in digital commerce?
Personalization is important, but the report presents it as a means to better service rather than an end in itself. Consumers want more relevant experiences, and younger groups are especially receptive to personalized recommendations and offers. At the same time, the research suggests businesses should focus on personalization that improves speed, relevance and task completion rather than generic targeting.
What does the report say about trust and data privacy?
The report says trust and data privacy are central to digital commerce performance. Consumers are increasingly aware of the risks of sharing personal data and want greater transparency and control. Publicis Sapient’s recommendation is to be clear about data policies, explain the value exchange and implement strong security measures to build long-term confidence.
What motivates consumers to create profiles or share personal data?
Exclusive discounts and offers are the strongest motivator for sharing personal information. In the report, 37% ranked exclusive discounts or offers as the top incentive for creating a customer profile. Faster checkout and better access to order history also mattered, while personalized recommendations were a weaker incentive on their own.
Are personalized recommendations enough to convince consumers to share more data?
No, personalized recommendations alone are usually not enough. The report says they ranked lowest as an incentive for profile creation across generations. This suggests consumers want a clearer and more tangible benefit before sharing more personal information.
What happens when digital commerce experiences disappoint customers?
Poor digital commerce experiences put loyalty at risk. The report says 53% of consumers will switch to another brand if they are not satisfied, and 19% will return less often. Only 9% said they would remain loyal, which makes digital experience quality a direct commercial issue.
What should businesses do to improve digital commerce experiences?
Businesses should focus on customer-centric improvements that reduce friction and strengthen trust. The report recommends improving UX basics, simplifying transactions, addressing service failures faster, using AI where it creates clear value and being transparent about data use. Publicis Sapient’s broader message is that companies win by fixing the fundamentals before adding more sophisticated features.
What is this research based on?
The report is based on a survey of 7,562 nationally representative consumers across Australia, France, Germany, the United Kingdom and the United States. The survey was fielded between January 7 and January 23, 2025. Publicis Sapient says the findings are intended to help businesses evolve digital commerce experiences to keep customers, attract new business and build loyalty.