The Future of Retail: Key Consumer Trends Reshaping Shopping
The latest insights from The Future Shopper 2024 Report, based on a global survey of 31,500 consumers across 20 countries, reveal a retail landscape in flux. Online shopping has matured, physical stores are regaining relevance, and consumer expectations continue to evolve in surprising ways. From the growing demand for seamless omnichannel experiences to a heightened focus on health, wellness, and instant gratification, the findings point to an increasingly complex and competitive environment. The key takeaways below highlight the most critical shifts shaping the future of retail — and where brands must innovate to stay ahead.
Table of Contents
Online Shopping Reaches Maturity
53% of spending is online — down from 58% in 2023. But it is set to grow to 60% in five years’ time.
The Future Shopper 2024 Report
After years of rapid growth, online shopping is showing signs of channel maturity. Consumers are balancing their behaviors across online and offline retail, indicating that future growth will likely come from innovation in customer experience rather than continued volume migration. Interestingly, younger consumers (16–24) posted one of the largest declines in online spending, suggesting that digital natives also value physical retail experiences.
The Return of Physical Retail in an Omni-channel World
64% of global consumers say that they would prefer to shop from a retailer or brand that has both a physical and online store.
The Future Shopper 2024 Report
Physical stores are experiencing a resurgence as consumers seek immersive and connected experiences. More than half of global shoppers want seamless communication across channels, with their journey and data following them. Retailers that innovate around in-store engagement while connecting digital and physical touchpoints are well-positioned to thrive.
The Post-COVID Consumer: Health and Experiences First
66% of global consumers are now increasingly focused on their health, and this impacts what they buy and who they buy from.
The Future Shopper 2024 Report
Wellness and experience-driven spending continue to grow. The turbulence of the past few years has led 57% of consumers to prioritize “bucket-list” experiences over material goods. For retailers, aligning with consumers’ evolving values around health, wellness, and life experiences presents new opportunities for brand positioning.
Mobile Dominates, But Experience Lags
36% of online spending is done on mobile. 40% of global consumers claim they find shopping on mobile phones difficult.
The Future Shopper 2024 Report
Mobile has become the primary shopping device, but brands still lag in delivering seamless mobile experiences. Consumers expect fast, intuitive, mobile-first design, and 66% believe retailers should improve the mobile experience. Companies slow to adapt risk losing share as mobile becomes the dominant gateway to commerce.
Speed and Simplicity: The Rise of Compressed Commerce
63% of consumers want to get from inspiration to purchase as quickly as possible.
The Future Shopper 2024 Report
Shoppers increasingly expect frictionless journeys that compress the path from discovery to purchase. While omnichannel integration is important, many consumers still complete purchases on a single device, often choosing the most convenient route. This places a premium on simple, fast, and well-optimized shopping experiences.
Price Sensitivity and the Erosion of Loyalty
56% of global consumers say that a ‘better price’ would encourage them to buy directly from brands.
The Future Shopper 2024 Report
Consumers remain highly price-conscious, with many perceiving that inflation is being used as a justification for higher prices. Brand and channel loyalty are eroding, as shoppers are increasingly willing to explore alternative options in search of value. Transparency and competitive pricing are critical to retaining customers.
Marketplaces Still Lead, But Face Headwinds
29% of global consumers shop through marketplaces, down from 35% last year.
The Future Shopper 2024 Report
While marketplaces remain dominant in discovery and conversion, their grip is weakening as consumers diversify their purchasing channels. Brands now have more opportunity to reclaim relationships through direct-to-consumer and retail channels, provided they meet expectations for value, convenience, and experience.
The Delivery Race: Instant Gratification Wins
31% of global consumers expect the products that they have ordered online to arrive in less than two hours.
The Future Shopper 2024 Report
The bar for delivery speed continues to rise, with near-instant gratification becoming the benchmark. Service-led brands that can consistently deliver on this expectation will gain a competitive advantage and customer loyalty.
Purpose and Sustainability: Balancing Aspirations and Convenience
63% of global consumers say they like to shop with retailers and brands that have a purpose beyond just selling their products or services.
The Future Shopper 2024 Report
Sustainability and purpose-driven branding resonate strongly with consumers, though expectations must be balanced with convenience and price. Authenticity and action — not just messaging — will determine which brands win trust in this area.
Emerging Channels Show Promise
73% of global shoppers claim to have bought something through a social media platform.
The Future Shopper 2024 Report
Social commerce, gaming commerce, and new AI-driven channels are on the rise but not yet mature. Consumers show strong curiosity toward innovative commerce formats, presenting future growth opportunities for forward-thinking brands willing to experiment.
Conclusion
Today’s consumers demand value, speed, purpose, and an engaging experience across an increasingly complex landscape of channels and devices. The traditional boundaries between online and offline continue to dissolve, while emerging behaviors, such as mobile-first shopping, compressed commerce, and experience-driven retail, reshape expectations. Brands that prioritize seamless, purpose-led experiences and embrace new technologies will be best positioned to capture future growth.
For a deeper dive into these trends and more actionable insights, download the full report.
Download The Future Shopper 2024 Report
Related Martech Zone Content
