Global consumers to become repeat buyers after personalized online shopping 2017-2023

The COVID-19 pandemic marked a change of pace in e-commerce personalization. According to a global study, in 2017, 44 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, 56 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 42 percent of respondents expressing similar preferences. Another survey showed that Portuguese consumers show the highest appetite for personalized product recommendations, with over 50 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 55 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 25 percent of shoppers aged 18 to 24 express such reservations. This generational divide extends to AI-driven personalization, with 43 percent of Baby Boomers globally rejecting AI personalization in their customer journey, compared to just 15 percent of Gen Z shoppers.