In 2024, a global survey unveiled that *************** business leaders saw personalization as an invaluable factor in their business success. Additionally, more than **************** leaders see a close connection between personalization and Generation Z, as they adapt their strategies to the needs and preferences of this generation. Data: access vs. execution Although business owners have recognized the difficulty of retrieving accurate data for personalized shopper engagement, this may only constitute half of the hurdle. According to a 2023 survey of retailers worldwide, roughly ** percent of respondents reported having full capability to leverage customer data for personalization, underscoring the challenges in implementation despite data accessibility. Growing expectations As e-commerce companies strive to deliver an increasingly personalized shopping experience, consumer attitudes toward personalization are continually evolving. Between 2020 and 2022, the percentage of buyers anticipating companies to understand and address their individual shopping needs surged. By 2023, approximately ************** of customers expected better personalization as they provided retailers with more data and as technology advanced.

During a December 2022 survey among marketers worldwide, ** percent of respondents predicted that in 2023 improved customer experience would stand first among the leading benefits of a successful personalization strategy. Increased customer retention and increased revenue followed, each with ** percent of shares.

When asked how their company measured effectiveness in using artificial-intelligence-driven personalization, ** percent of global business leaders identified data accuracy as the foremost criterion. Following closely behind were the speed of real-time data and customer retention or repeat purchases, each mentioned by ** percent of the respondents. Subsequently, ** percent identified time-saving for the business as another indicator of success.

During a December 2022 survey among marketers worldwide, ** percent of respondents agreed (somewhat: ** percent, strongly: ** percent) to have access required to improve marketing personalization. The remaining ** percent disagreed with that statement.

In 2023, around three-quarters of surveyed global customers expressed their expectation for improved personalization when sharing more personal data with businesses. Moreover, ** percent indicated their anticipation of a more personalized experience as technology advances, and ** percent expected the same when increasing their spending.

The COVID-19 pandemic marked a change of pace in e-commerce personalization. According to a global study, in 2017, ** percent of consumers stated they would become repeat buyers after a personalized digital shopping experience. After the global e-commerce surge in 2021, the figure declined but remained higher than pre-pandemic levels. As of 2023, ** percent of surveyed consumers were driven to purchase again from a retailer providing online personalization. Regional variations in personalization preferences The demand for personalized online shopping experiences varies across countries. In the United States, nearly half of consumers desire personalized service when buying online, leading a ranking of 17 countries. Spain and Australia follow closely, with ** percent of respondents expressing similar preferences. Another survey showed that Portuguese consumers show the highest appetite for personalized product recommendations, with over ** percent desiring such features. Data privacy concerns While personalization is increasingly valued, concerns about data privacy persist, particularly among older consumers. A 2024 survey revealed that ** percent of U.S. consumers aged 55 to 59 are the least likely to share personal data with AI technologies for shopping purposes. In contrast, only ** percent of shoppers aged 18 to 24 express such reservations. This generational divide extends to AI-driven personalization, with ** percent of Baby Boomers globally rejecting AI personalization in their customer journey, compared to just ** percent of Gen Z shoppers.

During a survey of U.S marketers concluded in March 2020, respondents were asked about the leading benefits they saw from using personalization. According to the findings, ** percent of survey participants saw increased conversion rates as the main benefit of personalization, whereas ** percent cited increased e-commerce revenues as the main benefit of this tactic.

During a 2023 survey in the United States, ** percent of responding consumers reported being okay with retailers knowing their gender and the city they lived in in exchange for a more personalized customer experience (CX). Meanwhile, ** percent of respondents stated they would be comfortable sharing information about their intended spending on an item and their age. Only *** percent of those surveyed expressed discomfort with sharing any form of data with retailers.

According to a survey conducted in December 2021 and January 2022, ** percent of responding consumers from Singapore said they were "definitely likely" or "somewhat likely" to stop using a brand if it did not personalize their customer experience. That was the highest share among the 12 countries surveyed. Brazil and Colombia followed with ** percent and ** percent, respectively.

During a study conducted among e-commerce professionals in the UK and the U.S. in July 2020, respondents were asked about their use of personalization on their websites. The survey results show that ** percent of participants said they were already implementing personalization on their e-commerce website.

During a late 2024 survey, ** percent of senior marketers from the United States and Western Europe cited the lack of necessary technology or tools as the leading challenge in implementing personalization in digital experiences. Another ***percent mentioned data privacy and compliance concerns as a leading challenge.

During a 2022 survey carried out among business managers and above who were familiar with their company's customer experience, marketing tech, or customer data strategies from various countries across the globe, ** percent stated their brands used exclusively first-party data to personalize customer experiences because the data is higher quality than other data (e.g., first- or second-party data); ** percent said first-party data was easier to manage because their brand owned it.

During a survey conducted among marketers in the United States and the United Kingdom in February 2020, participants were asked on the return on investment they saw from their personalization efforts. According to ** percent of responding marketers for every dollar they spent on personalization they saw ************* dollars ROI. Some **** percent of respondents said the return per dollar spent reached ** or more dollars.

During a 2022 survey carried out among consumers who purchased something online in the past six months from various countries across the globe, ** percent stated that a brand would lose their loyalty if it delivered a non-personalized experience. A year earlier, the share stood at ** percent.

During a 2025 survey, ** percent of responding marketers from the United States said they believed AI-powered recommendations were the future of personalized content. Roughly *** in **** named immersive experiences (augmented reality) in that context.

During a December 2022 survey among marketers worldwide, when asked about the leading challenges to executing a successful personalization strategy, ** percent of respondents believed that in 2023 the execution of budget and resources would prove to be the most challenging. Managing customer expectations stood second at ** percent.

During a 2023 survey among senior marketing executives worldwide, ** percent of respondents saw inconsistencies in gathered data as one of the major data-related challenges in providing personalized customer experiences. Unifying data sources stood second, with ** percent, while siloed data rounded up the top three with ** percent.

During a 2022 survey carried out among business managers and above who were familiar with their company's customer experience, marketing tech, or customer data strategies from various countries across the globe, ** percent stated their brands used exclusively first-party data to personalize customer experiences. A year earlier, the share stood at ** percent.

In 2023, ** percent of retailers surveyed worldwide reported having full capability to utilize customer data for personalized shopper engagement, approximately twice the figure from the previous year. Meanwhile, ** percent indicated having moderate proficiency in using data for personalization, while the remaining six percent expressed having limited capabilities.

During a 2023 survey among senior marketing executives worldwide, ** percent of respondents listed demographics as the most important type of data used for customer profiling. Behavioral data came next, with ** percent, while data about business details rounded up the top three with ** percent.