Personalization impact on online shopping 2023| ��ƽ��

Share of consumers who would become repeat buyers after a personalized online shopping experience in selected years between 2017 and 2023

Characteristic	Share of respondents
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Release date

April 2023

More information

Region

Worldwide

Survey time period

March 8 to 24, 2023

Number of respondents

3,001*

Special properties

consumers who have online shopped in the past six months

Supplementary notes

* 2023 panel: 3,501 respondents (3,001 consumers and 500 businesses) from Australia, Brazil, Colombia, France, Germany, Italy, Japan, Mexico, Singapore, Spain, the United Kingdom, and the United States.

Data prior to 2023 come from a previous release.

Citation formats

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.