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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.