Top Takeaways From Our Global B2C Survey Report

Here’s a question that is crucial to the success of any business, but can be incredibly difficult to answer:

What matters most to today’s shoppers?

It may sound like a simple question, but in reality, the path to purchase has become more complex than ever.

Shoppers move fluidly between digital and physical channels, engaging with an average of six touchpoints before making a purchase. In fact, 73% of consumers use multiple channels throughout their shopping journey. This modern shopper is not only more informed but also more values-driven, weighing factors such as brand ethics, sustainability, and authenticity alongside price and product specs.

And of course, adding to this complexity is the growing, and sometimes contradictory, role of AI in shaping the customer experience. Many consumers express hesitation and even skepticism about how companies deploy AI, worrying about misuse, privacy, or impersonal automation. Yet, at the same time, they increasingly expect deeply personalized, intuitive, and seamless experiences; demands that are, in large part, powered by AI. 

With all of that in play and more, it’s no wonder that a simple six-word question becomes convoluted and nuanced. That’s why we set out to find real answers by surveying 1,800 consumers across eight countries (the United States, United Kingdom, Germany, France, Netherlands, Sweden, Australia, and Italy) to get a clearer view of what today’s shoppers value, what turns them off, and how businesses can better meet their expectations. 

You can check out the full report of our findings here, but let’s take a quick look at some of the key insights into the modern shopper that we uncovered.

7 Key Insights Into the Modern Shopping Journey

1. Inaccurate Product Information Hurts Sales

Shoppers expect up-to-date, accurate product information, and they won’t hesitate to walk away when it’s missing. In our survey, we found that two-thirds of consumers worldwide were reported to have done this in the last year, showing that weak product information directly fuels lost trust and brand switching.

The good news is that it’s not all doom and gloom; we also found that almost half of all consumers say they would pay more if retailers offered complete, high-quality product information—on average, about 25% more per product. For brands, the answer is simple: investing in richer, more reliable product data, fueled by Product Information Management (PIM), leads to both increased revenue and stronger customer relationships.

2. Personalized Shopping = Stronger Customer Bonds

A tailored shopping experience streamlines the process and encourages higher spending. Two-fifths of consumers say they would pay more for personalization, on average, about a quarter more when interactions feel relevant. For brands, building these touchpoints is a proven way to increase value with every purchase.

The benefits don’t stop at revenue. Over half of consumers say they would become more loyal to a brand or retailer that offers a personalized experience, proving that relevance builds stronger relationships as well as bigger baskets. In a crowded marketplace, meaningful experiences set brands apart, turning one-time visitors into repeat customers and long-term advocates.

3. AI Tools Are Guiding Shoppers to the Right Choice 

AI-powered shopping tools, whether virtual assistants, virtual reality, or chatbots, are becoming trusted guides in the buying journey. By quickly surfacing relevant specs and features, they remove friction and give customers the confidence to move forward with a purchase.

In markets like France, where 40–45% of shoppers are interested in AI-driven tools such as AI agents or voice assistants that can list features and answer questions, the potential is clear. By simplifying complex choices, these tools empower shoppers to make decisions quickly and confidently.

Read about Akeneo’s most recent AI capabilities in our latest summer release. 

4. Free Returns Are the New Expectation

Incorrect or incomplete product information does more than just cost a sale. The lack of the two can bring a product right back to your warehouse. In the past year, two-fifths of consumers have sent their items back because the pre-purchase information didn’t match reality. That’s a clear sign that terrible content has terrible consequences long after checkout.

And shoppers aren’t forgiving when it comes to return policies. Two-thirds feel negatively if a retailer charges them for returns, while only a small fraction are understanding. The takeaway here? Getting product content right the first time is critical to avoid operational headaches as well as protect your margins and preserve your customers’ confidence.

5. Sustainable Values, Sustainable Revenue

Today’s shoppers want their purchases to reflect their values, and they look for transparency as reassurance. Yet brand values like sustainability or regulations compliance, as well as nutritional information, supply chain practices, and even influencer testimonials, are still rated as some of the least comprehensive parts of product content.

That gap presents a real opportunity. 42% of consumers say they would pay more if brands clearly shared their values as part of product information, and those who would are prepared to spend an average of 24% more. In fact, over a third would even pay more than 10% extra because transparent commerce is enough to justify a higher price. More than an ethical stance, brand values are a requirement for expanding your customer base.

6. How Influential Voices Steer Shoppers’ Choices

User reviews stand out as one of the most powerful forces guiding purchase decisions. Globally, two-thirds of consumers have bought a product based on comments or feedback from other shoppers, making reviews even more influential than expert or influencer endorsements. Authentic content builds confidence in a way polished product pages alone can’t.

We also found that influencers still play an important role, with more than half of consumers saying they’ve made a purchase based on their recommendations, especially in categories like beauty, skincare, supplements, and sports equipment. But when it comes to credibility across categories, reviews often carry more weight. In France, for example, 67% of shoppers say user comments have swayed their purchases.

This influence extends beyond impulse buys. Nearly half of global consumers say they would be more likely to purchase decorative items, cultural products, sports gear, or luxury goods if they saw candid reviews or demonstrations from similar shoppers. The message is clear: social proof, especially those like user reviews, remains one of the strongest drivers of buying behavior worldwide.

7. In-Store and Online Work Hand in Hand for Today’s Buyer

Today’s shoppers don’t rely on a single channel when making purchases. In fact, general and specialty retail stores (30%) and online marketplaces (27%) rank as the most common shopping destinations, while for product discovery, consumers lean heavily on traditional search engines (26%) and marketplaces (22%). Bouncing between these channels highlights how important it is for brands to deliver accurate, consistent product information across every touchpoint, whether digital or physical.

But availability alone isn’t enough—experience matters just as much. Shoppers expect free delivery (38%), free returns (33%), and an easy return process (28%) as part of the standard retail package. Inconsistent product information and poor service drive customers away, while consistency and flexibility keep them coming back.

Turning Insights Into Action

Today’s B2C shoppers demand accuracy, personalization, and seamless experiences across every channel. They expect brands to deliver reliable product information, reflect authentic values, and connect with them through relevant, meaningful content. Miss these expectations, and you risk weakening one of the strongest foundations for growth—long-term trust.

The findings from our B2C survey show that accurate product information is key to growth. Brands that treat it as a strategic asset and maintain consistency across touchpoints won’t just win the sale, they’ll win loyalty, advocacy, and a competitive edge in a crowded market.

For a deeper dive into the trends and statistics shaping the global B2C landscape, download our latest 2025 B2C Consumer Survey Report and learn how to place your brand ahead at the moments that define customer decisions.