What concerns consumers in the constantly changing retail environment?
The answer for a large part seems to be artificial intelligence (AI), at least according to the Consumer Trends Report 2025 from the Capgemini Research Institute. For the study, the business and technology transformation partner surveyed a total of 12,000 consumers aged 18 and over from twelve countries in Europe, North America and the Asia-Pacific region in October and November 2024 – including 1,000 participants from Germany. The results provide valuable insights into customers’ technological expectations, wishes and reservations.
If you just look at the fact that 78 percent of consumers in Germany and 71 percent worldwide want generative AI (Gen AI) to be integrated into their shopping experience, you could get the impression that nothing stands in the way of technological change. But the reality is more nuanced: 46 percent of consumers are enthusiastic about the possibilities that Gen AI offers for online shopping, and three quarters of those surveyed are open to recommendations through this technology. Nevertheless, the study shows that actual use of the technology falls short of expectations.
Although investments in Gen AI continue to increase, consumer satisfaction is declining. Only 37 percent of those surveyed were satisfied in 2024, compared to 41 percent in the previous year. In turn, seven out of ten consumer goods and retail companies worldwide see Gen AI as a technology with significant transformational potential, which in turn represents a significant increase compared to the previous year. The study thus underlines how important it is for retailers to understand where and how customers want the technology to be used.
“Consumers today want personalized shopping experiences that are made even better with the help of AI – especially generative AI,” says Achim Himmelreich, Head of Consumer Engagement, Consumer Products & Retail at Capgemini. “To stay competitive and increase customer loyalty, it is essential for retailers to use AI to create seamless and exceptional shopping experiences.”
Fast delivery more important than sustainability?
But it’s not just AI that plays a role in customer loyalty, classic topics such as fast deliveries for online orders and sustainability continue to be important decision factors for customers.
According to the study, customers are now increasingly willing to pay a premium for fast delivery and efficient order processing – so-called “quick commerce”. The willingness to pay extra for fast delivery has increased globally from 41 percent in 2023 to 70 percent in 2024. In Germany and on average internationally, customers are willing to pay an additional nine percent of the order value for delivery within two hours or even within ten minutes. For 73 percent of German consumers, two-hour delivery is a crucial factor when shopping (worldwide: 65 percent).
The situation is different when it comes to sustainability, because although this also plays a central role in purchasing decisions, 70 percent of German consumers prefer sustainable brands, and 63 percent would change retailers if there was a lack of sustainability, but customers want more numbers for this not. Although the proportion of consumers who would pay between one and five percent more for a sustainable product has risen from 30 percent in 2023 to 38 percent, the willingness to pay more than five percent extra has been decreasing for two years continuously.
The influence of AI and social media on purchasing behavior
But what influences consumers even before they make a purchase decision? Artificial intelligence (AI) and social media are increasingly shaping purchasing behavior. According to a recent study, 25 percent of consumers worldwide trust AI influencers – computer-generated avatars – to make recommendations and influence purchasing decisions. Social media influencers are also becoming more important: Among Generation Z, around 69 percent of those surveyed in 2024 said they had learned about new products through influencers – a significant increase compared to 45 percent in the previous year.
Platforms like Instagram and TikTok are also transforming retail. In Germany, 49 percent of consumers now discover new products via social media, compared to just 28 percent in November 2022. Internationally, this value rose from 32 percent to 51 percent over the same period. In addition, many consumers use social media to communicate with companies: 40 percent worldwide occasionally use social media channels to contact customer service or solve problems.
Despite the growing importance of social media, advertising remains a key influencing factor. In Germany, advertising on retailers’ websites or apps reaches 63 percent of consumers who are actively looking for a product (international: 67 percent). According to the study, online advertising influenced almost a third of online purchases worldwide in the last twelve months. However, customers are less satisfied with advertising in stationary stores. The main points of criticism are a lack of personalization and general content: 59 percent of consumers worldwide find this too inaccurate, while 53 percent want targeted and personalized ads, for example on smart shopping carts or interactive mirrors.