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. The research is based on a global survey of 7,562 consumers and highlights where commerce experiences are working, where they break down, and what businesses can do to improve them.
What is The 2025 Digital Commerce Imperative about?
The 2025 Digital Commerce Imperative is a research report about meeting e-commerce customer expectations in an AI-led landscape. It looks at what consumers expect from digital commerce, where they experience friction, how they view AI, and how data-sharing affects trust. The report is intended to help businesses create smoother, less stressful digital commerce experiences.
Who is this report for?
This report is for businesses that want to improve digital commerce experiences across industries. The content speaks to organizations trying to align digital strategy with changing consumer expectations, emerging technologies, and regional differences. It is especially relevant for leaders focused on customer experience, commerce strategy, and digital transformation.
What problem is the report helping businesses solve?
The report helps businesses understand why digital commerce experiences often fall short of customer expectations. It shows that consumers still encounter friction in areas like customer service, privacy, and site or app performance. The core issue is that new technology can improve transactions, but it can also create new barriers that weaken trust.
What are the report’s main findings?
The main findings are that hyper-personalization is gaining importance, consumer expectations vary by region, friction remains widespread, consumers are not fully convinced by AI, and data strategy must be balanced with trust. The report also argues that businesses should go beyond simply meeting expectations and instead focus on customer-centric improvements. These themes run throughout the research and its recommendations.
How satisfied are consumers with digital commerce today?
Consumer satisfaction with digital commerce varies significantly by industry. Banking and financial services had the highest satisfaction level at 62 percent, while transportation had the lowest at 26 percent. The report uses these differences to show that some sectors are more aligned with consumer needs than others.
Why does hyper-personalization matter in digital commerce?
Hyper-personalization matters because many consumers, especially younger ones, want experiences tailored to their preferences and needs. The report says Millennials and Gen Z tend to view personalization positively and expect more than basic recognition, such as being addressed by name. It frames true personalization as understanding individuals more deeply, not just applying broad personas.
Do all generations want the same kind of personalization?
No, different generations respond differently to personalization. Millennials and Gen Z are more likely to embrace personalized experiences and AI-powered features, while many Gen X and Baby Boomers have never used personalization features. The report presents this as an important reason to avoid treating all customer groups the same way.
Do consumer expectations differ by region?
Yes, consumer expectations and experiences differ by region even when the desire for smooth checkout is broadly shared. For example, consumers in the United Kingdom reported more customer service issues than consumers in Germany. The report says businesses need to understand these regional differences to better align digital strategies with local expectations.
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 research, customer service issues were cited by 39 percent of consumers, data privacy concerns by 33 percent, and site or app performance issues by 29 percent. The report treats these problems as major drivers of dissatisfaction and future expectations.
Why is customer service such an important issue in digital commerce?
Customer service is important because it is one of the most common ways digital commerce experiences break down. The report notes that difficulty reaching support or getting timely help can turn a straightforward transaction into a frustrating experience. It also suggests that better service tools, including AI-powered support and intuitive FAQs, can help reduce this friction.
Are consumers convinced by AI in commerce?
No, consumers are not fully sold on AI in commerce. While Millennials and Gen Z are generally more open to AI features, consumers overall often do not see clear value in them. For example, the report says a majority of consumers had either never used conversational chatbots or had not found them helpful in making a purchase decision.
How should businesses use AI in digital commerce according to the report?
Businesses should use AI where it creates clear customer value rather than adding novelty for its own sake. The report points to practical uses such as handling refunds, returns, replacements, and recommendations that address common customer complaints. Its position is that AI works best when it solves real problems and improves the transaction experience.
What does the report say about data and personalization?
The report says data is essential for personalization, but it should not come at the cost of consumer trust. Consumers expect businesses to gather data, yet they are also highly aware of privacy risks. Publicis Sapient’s guidance is to use data responsibly, explain policies clearly, and make the value exchange more obvious to customers.
What motivates consumers to share personal data?
Exclusive discounts are one of the strongest motivators for consumers to share personal information. The report says 37 percent of consumers ranked exclusive discounts as a motivator for creating a profile or sharing data. At the same time, reluctance increases when businesses are not transparent about how data is used.
Are personalized recommendations enough to convince consumers to share more data?
No, personalized recommendations alone are often not enough. The report notes that a similar share of consumers said personalized product or service recommendations would not meaningfully influence their willingness to share personal information. This suggests businesses need a clearer and more tangible value exchange.
What should businesses do to exceed consumer expectations?
Businesses should prioritize customer-centric enhancements, strengthen trust and transparency, and address pain points proactively. The report specifically points to hyper-personalized offers, quicker issue resolution, intuitive search, and seamless channel integration as useful areas of focus. The overall recommendation is to reduce friction while building confidence in the experience.
How should companies approach trust and transparency?
Companies should approach trust and transparency as core parts of digital commerce strategy. The report says businesses need to reassure consumers that their data is safe and be open about data policies and usage. It also connects trust directly to better long-term relationships and stronger willingness to engage.
What does Publicis Sapient say businesses should do next?
Publicis Sapient says businesses should use these insights to refine digital commerce strategies and improve customer experiences. The report positions this work as part of a broader digital transformation journey supported by experience design expertise and AI tools. The stated goal is to help organizations innovate and succeed in a more complex commerce landscape.
What research is this report based on?
The report is based on a global survey of 7,562 consumers. The research was conducted from January 7 to January 23, 2025, across Australia, France, Germany, the United Kingdom, and the United States. Publicis Sapient says these insights are meant to help businesses strengthen loyalty and customer lifetime value.