#USA #Boston #social commerce #Akeneo #B2C Survey

The Changing Landscape of U.S. Retail: Insights from Akeneo's Latest Survey

In an era where consumers are increasingly discerning about their shopping experiences, Akeneo has unveiled critical insights from its 2025 B2C Survey. This survey, which interrogated the buying habits and preferences of 1,800 consumers across multiple countries, including the United States, underscores the growing demand for transparency, personalization, and authenticity in retail interactions.

Key Findings of the Survey

The results of the survey paint a revealing picture of the modern shopper. It highlights that American consumers have a strong inclination to rely on social media influencers for product recommendations, a trend that seemingly continues to escalate. Notably, 64% of U.S. shoppers confirmed that they have made purchases based on insights from influencers or industry experts. This statistic indicates a significant shift, as the engagement levels among these consumers surpass those in European and Australian markets.

Another critical revelation is the importance of complete and reliable product information. The survey revealed that 30% of consumers expressed dissatisfaction with the comprehensiveness of product data, a figure that has more than doubled in two years. This decline in trust signals a growing need for brands to enhance the accuracy and depth of their product information.

The Role of Social Media and User-Generated Content

As we navigate the digital commerce landscape, it becomes clear that social media platforms—and specifically influencer marketing—are instrumental in shaping shopping experiences. Akeneo’s findings illustrate that consumers are not only looking for products but also for the stories and experiences that come with them.

For example, 70% of U.S. consumers are more likely to purchase fashion items based on peer feedback and advice, revealing that word-of-mouth recommendations remain a formidable force in retail. Brands that tap into platforms like Instagram and TikTok not only foster product discovery but also build community and trust.

With 66% of consumers reporting they abandoned carts due to hidden pricing information, it stands to reason that transparency regarding product materials and pricing significantly influences purchasing decisions. This data results in higher cart abandonment rates and reflects growing frustration among shoppers seeking honesty in the products they wish to buy.

The Importance of Personalization

In today’s competitive market, personalization is no longer a luxury but a necessity. Akeneo's survey reported that 57% of respondents indicated that they would be more loyal to brands offering personalized experiences, and an impressive 48% are willing to pay on average 28% more for a tailored shopping experience.

Furthermore, consumers are increasingly inclined to invest in brands that present high-quality product information. This reinforces the notion that shoppers value not just what they buy but how they buy it, connecting them to brands on a deeper level than before.

Final Thoughts

Romain Fouache, CEO of Akeneo, succinctly encapsulates the findings: “Modern consumers aren't just focused on buying products; they're focused on experiences, trust, and values.” In light of the survey's insights, brands must refine their strategies to offer seamless, transparent, and personalized experiences at every touchpoint.

Looking ahead, the trends revealed by the Akeneo survey are poised to shape the future of retail in profound ways. For businesses aiming to succeed, prioritizing consumer needs around transparency, authentic interactions, and rich product narratives will be paramount. To explore more about Akeneo and the insights from this survey, visit Akeneo’s official site.