生成式AI推动零售新篇章：线上线下体验融合的关键（英）

Can GenAI Close the Gap Between Online and In-Store Experiences?2025 Commerce Relevance Report2 2025 Commerce Relevance ReportRetail’s Reality Check: Are You Meeting Modern Expectations?Welcome to our fifth annual Commerce Relevance Report, a comprehensive look into the expectations, frustrations, and buying behaviors of today’s shoppers. We explore the convergence of online and in-store experiences, the growing importance of trust, and the potential of Generative AI (GenAI) in shaping the future of retail.Today’s discerning shoppers expect a seamless blend of physical and digital experiences. They research online, buy offline, and vice versa — demanding convenience, personalization, and consistency at every touchpoint. At the same time, trust has become essential with consumers increasingly cautious about sharing personal data and evaluating how brands deliver on their promises.This report offers a roadmap for brands to bridge the gap between expectation and experience, build trust, and transform intent into profitable, lasting sales success.Based on insights from 4,000 U.S. and U.K. shoppers, we uncover: AHow shoppers search and navigate ecommerce sites — and what drives them away. AHow hybrid shopping habits are blurring the lines between online and in-store experiences. AHow GenAI can inspire confidence in shoppers when relevance, trust, and transparency are prioritized. AWhy ecommerce runs on good search and cutting corners is costly.Get the insights that matter most.Five Takeaways from this Year’s SurveyFindings from our study of 4,000 respondents:62%73%77%72%58%are more likely to buy when supported by GenAI-driven guidance.research online before buying, even for items they buy in-store.share data for better deals with trusted brands, seeking more than transactions.find products on social media, but only 37% finish purchases there.abandon an ecommerce site when they can’t find what they need quickly.GenAI Boosts Buyer ConfidenceDigital Discovery Shapes DecisionsBad Search Drives Shoppers AwayThe Social Shopping DisconnectExperience Outshines Efficiency2 2025 Commerce Relevance ReportIt All Starts and Ends with SearchThe search bar is still the undisputed star of the ecommerce experience. For 43% of shoppers with a goal in mind, their first move is heading straight to the search bar. But if search falls short, 72% of shoppers will leave with 53% turning to Google and 36% heading straight to a competitor. Search is your brand’s first and last impression, a make-or-break moment that determines whether your brand earns loyalty or loses customers to competitors. A fast, intuitive experience signals that you understand customers’ needs and value their time, while failure to deliver can end the journey before it starts. This is especially true for Gen Z, Millennials, and shoppers from higher-income households who are quick to move on if their expectations aren’t met.Let’s take a closer look at those expectations, and see where digital commerce