The Era of Digital Equilibrium
For the first time in a decade, global consumers have reached a balance between the digital and physical worlds. According to VML’s Future Shopper Report 2025, based on a survey of over 25,000 shoppers across 16 countries including Mexico, e-commerce growth has slowed after its exponential surge post-pandemic. Today, 53% of global spending occurs online, the same proportion as the previous year, indicating a mature digital ecosystem and the start of a new retail era: total omnichannel, where physical and digital coexist seamlessly.
Experiences, Not Channels
This finding reflects that consumers no longer differentiate between “online shopping” and “in-store shopping.” Instead, they demand integrated experiences where service, information, and delivery are frictionless. The report states, “We have entered the true omnichannel commerce era,” where brands that are present across all touchpoints—from marketplaces and search engines to physical stores and virtual assistants—will dominate the market.
The Impatient Consumer
A prominent trend in the study is the “two-hour economy.” Thirty-two percent of shoppers expect deliveries in less than two hours, and 40% won’t shop at stores that don’t offer same-day or scheduled deliveries. This new standard of immediacy compels retailers to invest in logistics technology, AI predictive analytics, and automation to stay competitive. Speed expectations also affect communication; consumers want near-instantaneous responses, not just promotions but personalized and relevant solutions.
AI: From Back Office to Customer Heart
The role of artificial intelligence (AI) shifts from an internal tool to a primary actor in the purchasing process. Sixty-eight percent of global consumers have used platforms like ChatGPT or Bing AI, with 47% expressing satisfaction as retailers begin applying it to their services. Naji El-Arifi, VML’s Marcomms Director and AI specialist, explains, “Loyalty is no longer earned through messages or programs; the true customer now can be an algorithm filtering information on behalf of the user.”
Reconfiguring Channels
The study shows marketplaces remain the digital commerce epicenter, but their dominance is starting to wane. In 2025, 22% of global purchases will occur on marketplaces, down from 29% the previous year. This slight decline signals a diversification of the digital ecosystem, with search engines and social media gaining ground as sources of inspiration and purchase.
Values, Purpose, and Transparency
Fifty-nine percent of global consumers prefer purchasing from businesses acting positively on diversity and inclusion issues, with nearly half altering their buying habits to favor value-aligned companies. This trend implies that corporate activism, once seen as a risk, has become a reputational requirement. Brands failing to communicate authentically or ignoring social issues will lose relevance.
Sustainability
Fifty percent of consumers have altered their habits due to sustainability concerns, but the report reveals a paradox: 67% believe businesses should absorb the cost of carbon neutrality without passing it on to customers. Consumers want a more sustainable world but aren’t willing to pay more for it, challenging global retail to innovate in operational efficiency and sustainable materials without raising prices.
From Entertainment to Purpose
Although 59% of consumers wish for more entertaining digital commerce, enthusiasm for hyperconnectivity seems to wane. Consumers seek simplicity, proximity, and more human experiences. Forty-five percent abandon purchases due to digital experience frustration, highlighting that usability remains a structural e-commerce challenge despite technological advances.
The New Psychology
A key emotional component is that 66% of consumers feel anxious about their financial future, with 60% postponing significant purchasing decisions due to political or economic uncertainty. In this context, stability, value, and transparency become the primary drivers of consumer decisions. VML advises businesses to adopt a “human-first” strategy, where technology serves rather than dictates the customer experience.
Key Questions and Answers
- What is the current state of digital and physical shopping balance? Global consumers have reached equilibrium, with 53% of spending occurring online and offline experiences becoming seamlessly integrated.
- How are consumer expectations changing regarding shopping speed and communication? Consumers demand near-instantaneous responses, same-day deliveries, and personalized solutions.
- What role does AI play in the shopping process? AI is transitioning from a back-office tool to a central element in customer interactions, enabling personalized and efficient shopping experiences.
- How are marketplaces evolving in the digital retail landscape? Marketplaces remain significant, but their dominance is decreasing as search engines and social media gain traction.
- What is the importance of corporate values and sustainability for consumers? Consumers prioritize brands that demonstrate positive action on diversity, inclusion, and sustainability.
- How are consumer behaviors and expectations shaping the future of retail? The focus is shifting towards human-centric strategies, emphasizing stability, value, and transparency.
