Consumers’ needs are changing, and so are their expectations. In 2025, consumers scroll and search, compare and cross-examine. They will do almost anything to find that perfect match, and they want real-time support finding it.
According to SOTI’s latest retail report, The Rise of Social Commerce: Turning Tech-Driven Browsers into Influenced Buyers, consumers have turned to social media for its ease of use and catered recommendations. They want personalized experiences at every touchpoint; however, rising security threats, both online and in-store, are causing consumers to second-guess their decisions, making them hesitant to purchase.
Surveying 12,000 consumers, ages 18 to 65, across 10 countries, we uncovered key statistics and insights surrounding consumers and the state of retail in 2025. Here’s what we found:
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73% of those shopping via social commerce say they have experienced at least one issue, such as long delivery times and poor communication.
There’s an adage that says, “A tool is only as good as the hands that wield it.” While tools have evolved and significantly advanced over time, the insight holds true: even the most cutting-edge technologies and innovative tools are only as effective as an organization's ability to use them adequately.
Retailers need to optimize the user experience for consumers when shopping on social media platforms. Without proper functionality, personal touchpoints and a pleasing interface, consumers will move on, ignoring advertisements, influencer marketing and more.
67% of consumers worry about data security when shopping on social media.
Consumers’ fears surrounding data security are not to be taken lightly. More than three-quarters (76%) of global consumers say reassurances about data protection significantly influenced their decision to visit stores physically.
With the growing sophistication of cyber-attacks, including scams, phishing emails and ransomware, it’s understandable that consumer fears surrounding personal data would also increase—such as fraud and identity theft. In 2025, majority of consumers aren’t willing to risk their safety for a product; retailers need to implement safeguards and reassure consumers that their data is protected when shopping with them.
60% of consumers prefer shopping with retailers that provide a personalized service.
User experiences online or in store can turn potential customers into simple browsers. Consumers are looking for retailers that provide quality products and adequate service that caters to their individual preferences and needs. Just under two-thirds of global consumers (64%) prefer personalized recommendations based on past purchases, which is a significant increase from the previous year.
Furthermore, the introduction of AI has opened the door for real-time support on purchasing decisions, up-to-date inventory information, and elevated product recommendations.
47% of consumers support using AI for better in-store product recommendations.
It’s clear that the trajectory of retail is headed toward putting consumers first, and many retailers have identified new and innovative ways to do that: namely, technology. But, it’s not just retailers that welcome the change; half of consumers (50%) don’t mind if retailers use AI to deliver more enhanced shopping experiences.
The culmination of increased technology usage, both for good and bad intentions, leaves the state of retail at a critical juncture: how do retailers balance leveraging new technology and tools to enhance customer experiences while maintaining secure e-commerce platforms and devices as cyber threats increase?
Download a FREE Copy of the 2025 Retail Report to Find out More
The report dives deeper into the three key themes impacting retail today:
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The Rise of Social Commerce
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Personalization Across Shopping Touchpoints
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Protecting Consumer Data & Navigating Security Concerns
Don’t miss these exclusive insights and discover the untapped potential to grow your business.
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