Personalization impact on online shopping 2022

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 2022, 49 percent of surveyed consumers were driven to purchase again from a retailer providing online personalization.

Share of consumers who would become repeat buyers after a personalized online shopping experience in selected years between 2017 and 2022

Characteristic	Share of respondents
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Release date

June 2022

More information

Region

Worldwide

Survey time period

April and May 2022

Number of respondents

3,000*

Special properties

consumers who have online shopped in the past six months

Supplementary notes

Data prior to 2022 from a previous release.
2022 panel: 3,402 respondents (3,002 consumers and 400 businesses) from Australia, Brazil, Colombia, France, Germany, Italy, Japan, Mexico, Singapore, Spain, the United Kingdom, and the United States, with a minimum of 250 respondents from each country.

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