Global Shopper Survey: How International Brands Can Meet Local Expectations
Being global isn’t enough. Around the world, today’s shoppers demand more – from AI to marketplaces, omnichannel and beyond.
We surveyed over 6,000 consumers across the US, UK, France, Germany, and the Netherlands to find out what they really want from enterprise retailers – so you can win their loyalty.
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Global reach, local rules
We asked over 6,000 shoppers across five markets what they really want from large retailers – online and off.
We found out:
✓ What shoppers demand from enterprise retailers in exchange for their loyalty
✓ The omnichannel tools and strategies driving real customer engagement
✓ AI’s evolving role and other surprising retail trends of 2025
Big brands, bigger expectations
Shoppers expect more from enterprise brands. But that’s not a bad thing. Their higher expectations are often the reason they choose big retail over local shopping.
Are you delivering what your scale promises?
Experience isn’t just digital – it’s everywhere
Shoppers don’t think in channels – and neither should you. Over half of consumers switch channels as they shop, and they all expect a seamless journey every step of the way. The brands that deliver one cohesive experience across channels are winning in 2025.
The price of loyalty
Loyalty isn’t dead – it’s just harder to earn. Over half said they abandoned a brand due to rising prices in the last year. But it’s not just about the price tags. They’re looking at the value of your entire brand experience. And if the numbers don’t stack up to what they’re paying, they’ll walk away.
Power up profits with gamification
Only 1 in 5 shoppers have experienced gamified shopping – but the ones who have are hooked.
Gamification is full of untapped potential. Will you be one of the first enterprise brands to get it right?
AI Personalization Pays Off
What feels “personal” in one market might feel invasive in another. Shoppers everywhere want tailored experiences, but with the rise of AI in retail, they also want trust. Knowing where to draw the line is key to nailing tailored shopping.
Convenience converts
The less effort shoppers need to put in, the more money they’ll spend with you. From flexible subscriptions to convenient checkout, every shopping journey roadblock moved is a customer won.
Own every market
Sydney Goodrich, Content Editor at SCAYLE
Sydney is a Content Editor at SCAYLE. With a background in content management and copywriting for eCommerce and tech companies, she now writes SCAYLE’s marketing content, focusing primarily on white papers, campaigns, and website copy.
In collaboration with YouGov, she developed this survey to gather consumer insights that help enterprise retailers create smarter, more effective commerce strategies.