VML Report | The Future Shopper 2025: Key Trends Shaping E-Commerce

For the 9th consecutive year, VML presents The Future Shopper report, drawing insights from 25,000+ shoppers across 16 countries. This comprehensive report offers a clear view into the evolving landscape of online shopping, detailing current trends, shifting spending habits, and what to anticipate as physical and digital commerce converges.

Amid a backdrop of economic, political, tech and environmental challenges, consumers are adopting a more balanced approach across channels, becoming familiar with AI, continuing to value physical shopping experiences, yet still demanding more, faster, and better across mobile, search, personalization, and delivery experiences.