TG盗号软件多线程|【唯一TG:@heimifeng8】|飞机盗号软件VIP专供✨谷歌搜索留痕排名,史上最强SEO技术,20年谷歌SEO经验大佬✨Happy shoppers? Shopify State of Commerce report shows lower loyalty, value focus
Sandra Halliday Published
June 18, 2025
A new report from Shopify shows that retailers can’t rely on consumer loyalty any more with shoppers seeking the best deals above all, but that there may be ways for stores to spark the loyalty gene.
The company surveyed over 7,500 consumers and over 1,000 businesses in five countries across Europe (the UK, France, Italy, Germany and Spain) for the 2025 State of Commercereport. It assesses retailer priorities and consumer demands and says that 85% of shoppers would be more loyal if they’re offered something from retailers (more of that later).
Other key European findings include 46% of consumers having reduced their discretionary spend (both offline and online) in the past year and 53% saying a better price/value of a product was one reason why they’ve previously bought a brand different to their usual choice. Meanwhile 23% would switch to a rival brand if it meant saving money.
As many as 67% think it’s important brands offer a good integrated experience between online and offline, with that figure edging up to 74% for those whose spend has risen in the last 12 months.
But despite 50% of European consumers looking for the best value they can find, the majority (82%) of businesses are passing on some, or all, cost increases to the customer. This is slightly lower in the UK, but at 81%, the difference is negligible.
As mentioned earlier, the vast majority (85% in Europe, 82% in the UK) of consumers would be more loyal if brands were to offer them something like high-quality goods or service, promotions, and surprises.
But only 6% of UK businesses surveyed said they were planning to significantly invest in customer experience this year, representing a missed opportunity for many businesses.
Pessimistic consumers
And companies really do need to make the most of the opportunities because consumers really aren’t feeling great at present. Only 22% of consumers in Europe are optimistic about the economy and their personal situation and this drops to 16% in the UK. So it’s no surprise that discretionary spending is down for many consumers.
We’ve already seen that many consumers have switched or would switch to another product to save money so we know value is key.
But the report says it’s not just whatbrands sell but also how, given that consumers now expect shopping options that not long ago would have been considered 'nice-to-haves’.
This includes free returns (61% of UK shoppers versus 56% Europe-wide), accepting digital payments (37%), and loyalty discounts (34%). Yet businesses are missing an opportunity as while 86% of merchants in Europe (87% in the UK) said customer experience was either important or critical over the next 12 months, just 7% in Europe and 6% in the UK plan to invest more than a fifth of their annual revenue into it.
Notably, over two-thirds of consumers in Europe (67%) and just under at 65% in the UK think it’s important brands offer a good integrated experience between online and offline, growing to 74% both Europe-wide and in the UK of those who’ve increased their spend over the last 12 months, “suggesting the more channels available to a customer to buy from, the greater their potential lifetime value”.
Discovery sources
Shopify added that brands really need to know where consumers are hearing about them. While some social media platforms across Europe, like Instagram (67%) and Facebook (66%) are high for product discovery, word of mouth still rules with 80% in Europe (78% in the UK) citing it as one of their top three sources, followed by TV (78% Europe/71% UK) and online marketplaces (73% Europe/68% UK).
As for tech, 47% of all shoppers expect brands to offer a tech-enabled shopping experience, while 35% claim they’d be more loyal to brands offering them. Yet only 4% of consumers in Europe (3% in the UK) said they’re aware of and use VR or AR when shopping, while 7% in Europe (4% in the UK) said the same about virtual assistants. Where tech-enabled shopping is most mainstream is where it's ultra-convenient. Some 52% use self-service checkout, 45% use mobile apps, and 32% use one click-checkouts.
Businesses recognise the importance of technology, notably AI, to help them serve their customers more effectively: 53% of businesses that have either invested in, or plan to invest in, AI this year expect to do so to enable better customer support, while 34% plan to use it for in-store automations such as self-service checkout. But this is much lower in the UK with just under a quarter (22%) either currently investing in or planning to invest in AI over the next 12 months.`