Download your copy of The Future Shopper 2024 report – an unparalleled global survey of the trends and technology driving the future of shopping:

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In this year's Future Shopper report from VML – our 8th annual edition – more than 31,000 shoppers across 20 countries have spoken.

The Future Shopper 2024 report provides a clear view into the online shopping trends of shoppers today and in the future, including why spending habits are changing and what to expect as we shift towards a world where physical and digital merge.

Amidst economic, societal, tech and environmental challenges, we witness a re-normalization as consumers welcome physical shopping experiences, at the same time placing a higher value on compressed commerce and accelerated customer journeys. Marketplaces maintain their dominance but with a weakening grip, and attrition threatens to derail the progress of D2C channels

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For a quick glance at the report’s key findings, view our infographic!

In VML's Future Shopper 2024 report, get our expert analysis on:

Future Shopper Report2024 Changing Consumers

Changing Behaviors
Consumers are more focused on their health – impacting what they buy and whom they buy from.

Future Shopper Report2024 Working from home

Working From Home
More consumers are shopping online and admit their favorite retailers have changed since working from home.

Future Shopper Report2024 Customer Journey

Customer Journeys
Although consumers demand omnichannel experiences, many are “uni-channel” and tend to use only one device.

Future Shopper Report2024 Industry Customer Journey

Journeys by Industry
How one product is bought differs from another and we explore inspiration, search and purchase across industries.

Future Shopper Report2024 Online Purchasing

Online Purchasing
Consumers are driven by price, which is indexing higher this year amidst inflationary and economic pressures.

Future Shopper Report2024 Getting Experience Right

Customer Experiences
We investigate experiences that online consumers expect and what drives their buying behavior.

Future Shopper Report2024 Marketplaces

Marketplaces
Consumers like shopping at branded marketplaces but will use other channels when they fall short.

Future Shopper Report2024 AI

Artificial Intelligence
Most consumers are open to AI helping them shop, with some letting AI decide their activities and what they buy.


Future Shopper Report2024 Sustainability

Sustainability
More than half of global consumers surveyed say they've changed their shopping habits due to environmental concerns.

Future Shopper Report2024 Commerce Media

Social Commerce & Media
Social platforms are set to take advantage of the explosion of social commerce, predicted to grow almost 32% by 2030.

Future Shopper Report2024 Gaming Commerce

Gaming Commerce
Global gaming is expected to reach a massive $1065 billion by 2032, becoming more than just games but a place to shop.

Future Shopper Report2024 New Channels

New Channels & Technology
If a brand is digitally innovative, a majority of consumers are more likely to purchase from them.

What’s clear is that consumers expect and demand a lot from retailers and brands.

They want it all, and will search to find it, across a multitude of channels. This poses a challenge, albeit an exciting one, to see which brands and retailers can give consumers what they want. This report is written to help you do just that. Enjoy.

We can support & inspire your Future Shoppers

Beth Ann Kaminkow 01

Beth Ann Kaminkow

Global Chief Commerce Officer and Co-CEO, VML NY

Hugh Fletcher

Hugh Fletcher

Global Demand Content and Thought Leadership Director, VML

Naji new bw

Naji El-Arifi

Head of Innovation, VML

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