VML – The Future Shopper Report 2025

The main theme of the report is the analysis of current and future trends in consumer behavior and their impact on retail.

The report emphasizes that the digital revolution has entered a new phase where online and offline shopping are integrated, and the role of artificial intelligence becomes more noticeable in the shopping process. Despite the focus on customer-centricity, many brands and retailers fail to handle the basics of digital experience, leading to customer frustration. It is also noted that economic and political uncertainty affects purchasing decisions, creating a more cautious consumer.