Frustrating digital experiences drive nearly half of online shoppers to abandon purchases: report

Singapore – Nearly half of global online shoppers frequently abandon their purchases due to poor digital experiences, according to new global research from VML. 

The report reveals that 45% of consumers find the online buying process so frustrating that they regularly leave items in their carts without checking out—a stark warning for retailers still lagging behind on customer experience fundamentals.

Despite years of investment in digital transformation, 46% of shoppers say they are regularly amazed at how bad the digital experience can be from major retailers, and 50% believe businesses have little understanding of what customers truly want from online channels. 

The data shows that customer expectations have outpaced the experiences many brands provide—particularly around delivery, personalisation, and seamless interaction.

“The data is clear: consumers are continuing to raise the bar on what they expect – faster delivery, seamless experiences, and meaningful personalisation powered by technology like AI, whilst at the same time re-evaluating what they purchase and when,” said Jeff Geheb, global CEO of VML Enterprise Solutions.

A significant 68% of consumers have already used AI tools like ChatGPT to assist with shopping, and 52% say they are excited by the idea of having a personal AI agent to make purchases on their behalf. 

However, technology alone is not enough—45% of consumers say brands still fall short on personalisation, even as 63% say tailored recommendations help them discover new products.

The report also shows how rapidly AI is reshaping the shopper journey. 

Other key findings highlight the urgency for change. 

Today’s shoppers expect speed and convenience as the default: 32% now expect delivery within two hours, and 40% say they won’t complete a purchase if same-day or scheduled delivery isn’t available. 

Additionally, 58% want to move from product inspiration to final purchase as quickly as possible—a behaviour VML has termed “compressed commerce.”

While online marketplaces still play a major role across the customer journey, their share of wallet has dropped from 29% last year to 22%, signaling a shift toward more diversified omnichannel retail experiences. 

Meanwhile, search engines are making a comeback in the product discovery phase, a trend likely influenced by AI-powered search enhancements.

Nick Pan, chief commerce and connections officer of VML APAC added, “For brands in APAC, the message is clear, winning in this market means relentlessly focusing on customer experience, harnessing AI to add real value, and building trust at every stage of the journey.”

The findings signal a pivotal moment for brands operating in an AI-first economy.