DIGITAL & TRENDS

Personalization in e-commerce
 Table of Contents

01 Overview Wish for personalized service when buying online 2023, by country 20
Wish for personalized product recommendations when buying online 2023, by country 21
CX personalization & optimization revenue worldwide 2020-2026 03
Global consumers to become repeat buyers after personalized online shopping 2017-2023 22
Most wanted e-commerce innovations worldwide 2023, by generation 04
Shoppers not comfortable with AI for personalization 2023, by generation 23
Generative AI use in selected commercial cases worldwide 2023 05
Circumstances under which consumers expected better personalization worldwide 2023 24
Brands believed to be doing an excellent job providing personalization 2021-2022 06
Consumer attitudes towards personalization & customer experience worldwide 2020-2022 25

02 Marketing and advertising

05 United States
Leading e-mail marketing priorities for professionals worldwide 2023 08
Consumer preferences for personalized shopping categories in the U.S. 2023 27
Areas in which data-driven marketing was currently the most useful worldwide 2023 09
Data consumers would share with retailers for personalization in the U.S. 2023 28
Leading areas combining AI and marketing automation worldwide 2022 10
Data consumers would like retailers to know when shopping with them in the U.S 2023 29
Short-term challenges in marketing technology among e-commerce companies 2022 11
Preference for personalization vs. privacy in CX in the U.S. 2022, by ethnicity 30
What global consumers find creepy or cool about targeted ads & personalization 2023 12
Personalized perks for which consumers would share their data in the U.S. 2023 31
Impact of personalization on future online shopping behavior in the U.S. 2022 32
03 Company usage
Key figures on the state of personalization among businesses worldwide 2023 14
06 Other regions
Presence of personalization KPIs in companies worldwide 2023 15
Most used personalization platforms in the EMEA region 2022 34
Success measurement in using AI-driven personalization worldwide 2023 16
Type of data used to personalize B2B digital experience in Europe 2022 35
Retailers' perceived ability to use data for personalization worldwide 2023 17
Importance level of personalized customer experience APAC 2023, by country 36
Effective personalization methods in B2B e-commerce worldwide 2022 18
Impact of personalization technology on brand trust among consumers in APAC 2022 37
Personalization mistakes that broke trust in brands in APAC 2022 38
04 Consumer perception

1
CHAPTER 01

Overview
 Customer experience personalization and optimization software and services
revenue worldwide from 2020 to 2026 (in billion U.S. dollars)
CX personalization & optimization revenue worldwide 2020-2026

14

12 11.6
10.66
9.8
Revenue in billion U.S. dollars

10
9.01
8.28
8 7.61
7

0
2020 2021* 2022* 2023* 2024* 2025* 2026*

3 Description: In 2021, the global revenue of the customer experience personalization and optimization software and services industry was estimated at 7.6 billion U.S. dollars, and the source projected that it would increase to 11.6 billion by 2026. That represents an
increase of over 65 percent in the presented period. Read more
Note(s): Worldwide; 2020; * Forecast. An exponential development of the values was assumed to estimate the annual values between 2020 and 2026, which were provided by the source. Read more
Source(s): Dash Network; Statista
 Share of shoppers wishing for selected e-commerce innovations worldwide in 2nd
quarter 2023, by generational cohorts
Most wanted e-commerce innovations worldwide 2023, by generation

Gen Z (18-26) Millennials (27-42) Gen X (43-58) Baby Boomers (59-77)

60%

50%

40%
Share of respondents

30%

20%

10%

0%
Frictionless payment Personalized product Personalized service Seamless omnichannel VR/AR Voice assistance
recommendations experience

4 Description: According to a global survey carried out during the second quarter of 2023, around 55 percent of Gen X online shoppers wished e-commerce sites would enhance frictionless payment methods. Additionally, some 45 percent of surveyed Millennials
would like to have personalized products recommended when shopping online, an option which appealed to the same percentage of Gen Z online shoppers. Read more
Note(s): Worldwide; Q2 2023; 19,293*; * Sample consisted of participants from the following territories: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, [...] Read more
Source(s): Klarna; Nepa
 Generative artificial intelligence (GenAI) usage in selected commercial cases
worldwide in 2023
Generative AI use in selected commercial cases worldwide 2023

Using generative AI Evaluating generative AI Not considering generative AI

100% 2% 4% 5% 3%
80% 39% 41% 44% 46%
Share of respondents

60%
40%
59% 55% 52% 51%
20%
0%

5 Description: In 2023, close to six out of ten global industry decision-makers had already integrated generative artificial intelligence to generate product recommendations utilized by associates in physical stores. Meanwhile, 39 percent were in the process of
evaluating its adoption. Moreover, 55 percent employed generative Artificial Intelligence (AI) to develop conversational digital shopping assistants, 52 percent utilized it for constructing virtual models for product pages, and 51 percent applied it to [...] Read more
Note(s): Worldwide; May 18 to June 21, 2023; 1,125 retail industry decision makers*; * Respondents in customer experience, ecommerce/digital strategy, IT, or marketing roles. Percentage points exceeding 100 percent are probably due to rounding. Read more
Source(s): Salesforce Research
 Brands doing an excellent job providing personalization according to B2C business
leaders and consumers worldwide 2021-2022
Brands believed to be doing an excellent job providing personalization 2021-2022

B2C business leaders Consumers

50%
46%
45%

40%

35%
Share of respondents

30% 27%
25%

20%
15%
15%

10% 7%
5%

0%
2021 2022

6 Description: According to a survey, 46 percent of B2C business leaders believed they excelled in delivering personalization in 2022, marking an improvement from the previous year. However, the proportion of consumers who shared this belief was notably lower,
with only 15 percent agreeing with this statement in 2022, in contrast to the seven percent who did so in 2021. Read more
Note(s): Worldwide; March 29, 2023; 4,700 B2C leaders; 6,000 consumers; 18 years and older
Source(s): eMarketer; Insider Intelligence; Twilio
CHAPTER 02

Marketing and advertising

 Leading e-mail marketing priorities according to professionals worldwide as of May
2023
Leading e-mail marketing priorities for professionals worldwide 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60%

Expand how you use personalization 55%

Automate more aspects of your e-mail program 48%

Refine testing e-mail measurement/performance 44%

Improve ROI of e-mail program 38%

Improve/better understand deliverability 37%

Streamline workflows/approvals 36%

Improve data management 36%

Implement design systems 22%

Invest in new e-mail tools 19%

8 Description: According to a 2023 survey, the leading priority of 55 percent of e-mail marketing professionals for the upcoming year was to expand how they used personalization. Another 48 percent of the same professionals wanted to put their focus on
automating more aspects of their e-mail campaigns. Just 19 percent reported that they would invest in new e-mail tools. Read more
Note(s): Worldwide; as of May 2023; 440 respondents; e-mail marketers
Source(s): Litmus; MarketingCharts
 Areas in which data-driven marketing was currently the most useful according to
marketing decision-makers worldwide as of June 2023
Areas in which data-driven marketing was currently the most useful worldwide 2023

Share of respondents
0% 10% 20% 30% 40% 50%

Email marketing 47%

Customer experience/journey mapping 46%

Personalization 40%

Paid advertising 37%

Products/services development 35%

Forecasting results/performance 26%

Omnichannel marketing 9%

9 Description: As of June 2023, approximately 47 percent of marketing decision-makers surveyed worldwide included email marketing among the areas in which data-driven marketing was the most useful. Customer experience and journey mapping followed closely,
mentioned by 46 percent of respondents. Read more
Note(s): Worldwide; on the week of June 12, 2023; 380 respondents
Source(s): Ascend2; Various sources (research partners)
 Leading areas in which marketers combined artificial intelligence (AI) with
marketing automation worldwide as of February 2022
Leading areas combining AI and marketing automation worldwide 2022

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35%

Paid advertising 32%

Personalizing email messages/offers 32%

Product/content recommendations 22%

Personalizing email subject lines 22%

Predictive analytics 18%

Account identification 18%

Chatbots 16%

Campaign send/deployment timing 16%

Segmentation 12%

10 Description: According to a survey conducted among marketers worldwide in February 2022, 32 percent of respondents said they were utilizing artificial intelligence (AI) along with marketing automation for paid advertising, as well as for the personalization of
email messages and offers. AI was combined with marketing automation by 22 percent of respondents when it came to product and content recommendations, as well as the personalization of email subject lines. Read more
Note(s): Worldwide; February 15 to 23, 2022; 393 respondents
Source(s): Ascend2
 Main short-term challenges in marketing technology among worldwide e-
commerce companies in 2022, by type of company
Short-term challenges in marketing technology among e-commerce companies 2022

Investing in business intelligence & analytics (algorithmic enterprise)

Personalization (website, email)
Investing in retail media platforms / site monetization (onsite & offsite advertising)
Investing in CDP / data lakes / customer 360 / personalization
Investing in content management / DAMs
Investing in search platforms (e.g. Google)

100% 5%
8% 8%
90% 9%
12% 11%
80% 14% 3%
Share of respondents

70% 15%
28%
60% 13% 25%
50%
17%
40% 25%
23%
30%
20% 35%
10% 25% 25%
0%
Retail Grocery E-commerce only

11 Description: Business intelligence and analytics represented a challenge for 35 percent of retail companies selling online, a global survey from 2022 revealed. Besides investing in business intelligence systems (25 percent), the biggest challenge for e-commerce
pure players was online advertising and retail media, an investment area for 28 percent of retail decision makers. Read more
Note(s): Worldwide; March 18 to April 12, 2022; 294 decision makers*; * Job title of Director or higher working in retail companies with e-commerce operations. The survey was carried out in the U.S., UK, Germany, Denmark, Norway, Sweden, and [...] Read more
Source(s): Ipsos; Publicis.Sapient; Salesforce Research
 Consumer perceptions on targeted advertisements and personalized content
worldwide as of November 2023
What global consumers find creepy or cool about targeted ads & personalization 2023

Share of respondents

Cool Creepy

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

16%
Personalized birthday offer
84%
20%
Recommending products that align with your past purchases
80%
32%
Reminding you via email about items you left in your shopping cart
68%
46%
Brand messeges that are interest-specific
59%
46%
Offering promotions tailored to your activity within two minutes of visiting their website or app
54%
56%
Emails that highlight a specific location you have visited
44%
61%
Displaying ads based on indirect tracking tools, like third-party tracking cookies
39%
64%
Ads from brands you do not recognize targeting you based on your geographic location
36%

12 Description: Around eight out of 10 consumers interviewed in a 2023 global survey considered getting recommendations from a brand based on past purchases cool. Shoppers also liked to receive personalized offers and email reminders about an abandoned
shopping cart. On the other hand, 64 percent of respondents stated that ads based on location data are creepy. Read more
Note(s): Worldwide; September to November 2023; 10,394 respondents; among consumers
Source(s): Econsultancy; Marigold; MarketingCharts
CHAPTER 03

Company usage
 Key figures on the state of personalization among businesses worldwide in 2023
Key figures on the state of personalization among businesses worldwide 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Businesses using AI-driven personalization to grow their business 92%

Business leaders saying buyers spend more when their experience is personalized 80%

Businesses considering first-party data to be the most valuable data source for personalization 78%

Leaders increasing investment in personalization despite challenging economic headwinds 69%

Business leaders citing improved customer retention as a benefit of personalization 62%

Companies feeling like getting accurate data for personalization is a challenge 50%

14 Description: In 2023, a global survey unveiled that seven out of ten business leaders were ramping up their investments in personalization. While 80 percent acknowledged that personalized experiences led to increased consumer spending, and 62 percent
emphasized the favorable impact on customer retention, half of the respondents pinpointed the acquisition of precise data for personalization as a persistent challenge. Read more
Note(s): Worldwide; March 8 to 24, 2023; 500 business leaders*; * In Australia, Brazil, Colombia, France, Germany, Italy, Japan, Mexico, Singapore, Spain, the United Kingdom, and the United States. Read more
Source(s): Method Communications; Twilio
 Presence of key performance indicators (KPIs) measuring personalization efforts in
companies worldwide as of February 2023
Presence of personalization KPIs in companies worldwide 2023

No Somewhat Yes, short-term Absolutely, business-aligned

100%
10%
90% 21% 17%
25%
80%

70% 37%
29%
Share of respondents

32%
60% 31%

50%
19%
40% 29%
28%
30% 30%

20%
34%
25%
10% 19%
14%
0%
Global Americas APAC EMEA

15 Description: During a 2023 survey carried out among businesses from across the world, 21 percent of respondents stated their organizations had established key performance indicators (KPIs) to explicitly measure personalization efforts. The share was the highest
among businesses from the Americas and the lowest among businesses from Europe and the Middle East (EMEA). Read more
Note(s): Worldwide; as of February 2023; 196 respondents; among professionals from C-suite, marketing, merchandising, CX, product, and IT
Source(s): Dynamic Yield
 Ways in which companies measure the success of using artificial intelligence (AI)-
driven personalization worldwide 2023
Success measurement in using AI-driven personalization worldwide 2023

50%
47%
45% 44% 44%
42%
40%

35%
Share of respondents

30%

25%

20%

15%

10%

5%

0%
Accuracy of data Speed of real-time data Customer retention or repeat Time-saving for the business
purchases

16 Description: When asked how their company measured effectiveness in using artificial-intelligence-driven personalization, 47 percent of global business leaders identified data accuracy as the foremost criterion. Following closely behind were the speed of real-time
data and customer retention or repeat purchases, each mentioned by 44 percent of the respondents. Subsequently, 42 percent identified time-saving for the business as another indicator of success. Read more
Note(s): Worldwide; March 8 to 24, 2023; 500 business leaders*; * In Australia, Brazil, Colombia, France, Germany, Italy, Japan, Mexico, Singapore, Spain, the United Kingdom, and the United States. Read more
Source(s): Method Communications; Twilio
 Perceived ability of retailers to use data for personalization worldwide in 2023
Retailers' perceived ability to use data for personalization worldwide 2023

Limited ability 6%

Moderate ability 37%

Full ability 57%

17 Description: In 2023, 57 percent of retailers surveyed worldwide reported having full capability to utilize customer data for personalized shopper engagement, approximately twice the figure from the previous year. Meanwhile, 37 percent indicated having
moderate proficiency in using data for personalization, while the remaining six percent expressed having limited capabilities. Read more
Note(s): Worldwide; May 18 to June 21, 2023; 1,125 retail industry decision makers
Source(s): Salesforce Research
 Most effective personalization methods in business-to-business (B2B) e-commerce
worldwide in 2022
Effective personalization methods in B2B e-commerce worldwide 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

Personalized site search results 58%

Personalized payment or shipping options 56%

Personalized product recommendations 48%

Targeting site content and/or promotions to specific customer segments 48%

Personalized marketing (email, ad campaigns, SMS, mobile push notifications) 48%

Personalized site product category pages 44%

Dynamic UI`s (like adjusting navigation for each user or company) 42%

Customer specific pricing/customer price books 41%

Personalized reporting/insights available to customers 38%

A/B or multivariate testing 33%

Customer specific catalog access restrictions 30%

18 Description: Personalization is not only a trend in business-to-consumer (B2C) e-commerce, as it is gaining relevance in business-to-business (B2B) e-commerce, too. Globally in 2022, personalized site search results were the most effective personalization method
for roughly 60 percent of B2B e-commerce companies. More than 55 percent also used personalized payment or shipping options effectively. Personalized marketing, personalized product recommendations, and targeted site content [...] Read more
Note(s): Worldwide; September 2022; 151 respondents
Source(s): Adobe; Digital Commerce 360
CHAPTER 04

Consumer perception
 Share of shoppers wanting personalized service when buying online in selected
countries worldwide in 2023
Wish for personalized service when buying online 2023, by country

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
United States 46%

Spain 42%

Australia 42%

Ireland 39%

Sweden 38%

Portugal 38%

New Zealand 37%

Germany 37%

France 37%

Norway 36%

United Kingdom 36%

Finland 35%

Belgium 34%

Italy 32%

Austria 29%

20 Description: In 2023, nearly half of consumers in the United States wished for personalized service when buying online, coming first in a ranking of 17 countries. Spanish and Australian shoppers closely followed, with 42 percent of respondents expressing the
same preference. Meanwhile, 39 percent of Irish consumers also valued personalized online service, while Dutch consumers expressed the least interest at 26 percent. Read more
Note(s): Worldwide; Q1 2023; 17,218*; * 17,218 consumers participated to the survey in the following countries: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Italy, New Zealand, Sweden, Norway, Portugal, Poland, [...] Read more
Source(s): Klarna; Nepa
 Share of shoppers wanting personalized product recommendations when buying
online in selected countries worldwide in 2023
Wish for personalized product recommendations when buying online 2023, by country

Share of respondents
0% 10% 20% 30% 40% 50% 60%
Portugal 54%

United States 49%

Ireland 48%

Spain 47%

Australia 46%

New Zealand 46%

United Kingdom 42%

Italy 41%

Norway 41%

Germany 40%

Belgium 39%

Poland 38%

France 38%

Austria 38%

Sweden 37%

21 Description: A survey from early 2023 indicated that over one in two consumers wished for personalized product recommendations online in Portugal, coming first in a ranking of 17 countries. U.S. shoppers followed closely with 49 percent of preferences. Product
recommendations shown online were appreciated by 48 percent of consumers in Ireland, whereas Finnish consumers liked them the least (34 percent). Read more
Note(s): Worldwide; Q1 2023; 17,218*; * 17,218 consumers participated to the survey in the following countries: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Italy, New Zealand, Sweden, Norway, Portugal, Poland, [...] Read more
Source(s): Klarna; Nepa
 Share of consumers who would become repeat buyers after a personalized online
shopping experience in selected years between 2017 and 2023
Global consumers to become repeat buyers after personalized online shopping 2017-2023

70%

60%
60%
56%

49%
50%
44%
Share of respondents

40%

30%

20%

10%

0%
2017 2021 2022 2023

22 Description: 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 2023, 56 percent of surveyed consumers were driven to purchase again from a retailer providing online personalization. Read more
Note(s): Worldwide; March 8 to 24, 2023; 3,001*; * 2023 panel: 3,501 respondents (3,001 consumers and 500 businesses) from Australia, Brazil, Colombia, France, Germany, Italy, Japan, Mexico, Singapore, Spain, the United Kingdom, and the United [...] Read more
Source(s): Method Communications; Twilio
 Share of online shoppers not comfortable with artificial intelligence (AI) use for
personalization in 2023, by generation
Shoppers not comfortable with AI for personalization 2023, by generation

50%

45% 43%

40%

35% 34%
Share of respondents

30%

25% 24%

20%
15%
15%

10%

5%

0%
Gen Z Millennials Generation X Baby Boomers

23 Description: Artificial intelligence (AI) has endless potential to enhance personalization in the online shopping experience. However, a 2023 survey carried out in twelve countries around the globe indicated that not all consumers are comfortable with this type of AI
use. Some 43 percent of Baby Boomers did not wish for AI personalization of their customer journey. In turn, only 15 percent of French Gen Z shoppers had the same opinion. Read more
Note(s): Worldwide; March 8 to 24, 2023; 3,001 respondents; 18 years and older
Source(s): Comarketing-News; Method Communications; Twilio
 Circumstances under which customers expected better personalization worldwide
in 2023
Circumstances under which consumers expected better personalization worldwide 2023

80%
74% 73%
70%
64%

60%
Share of respondents

50%

40%

30%

20%

10%

0%
When they provide more data When technology advances When they spend more

24 Description: In 2023, around three-quarters of surveyed global customers expressed their expectation for improved personalization when sharing more personal data with businesses. Moreover, 73 percent indicated their anticipation of a more personalized
experience as technology advances, and 64 percent expected the same when increasing their spending. Read more
Note(s): Worldwide; May 3 to July 14, 2023; 11,000 consumers and 3,300 business buyers; consumers who switched brands in the past year
Source(s): Salesforce Research
 Consumer attitudes towards personalization and customer experience offered by a
company worldwide in 2020 and 2022
Consumer attitudes towards personalization & customer experience worldwide 2020-2022

Share of respondents

2020 2022

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

88%
The experience a company provides is as important as its product or services
80%

73%
I expect companies to understand my unique needs and expectations
66%

62%
I expect companies to anticipate my needs
56%

62%
I feel an emotional connection to the brands I buy from the most
53%

56%
I expect offers to always be personalized
52%

56%
Most companies treat me as a number
65%

25 Description: The importance of the shopping experience and consumers' expectation of personalized service from companies have risen in recent years. In 2022, almost three-quarters (73 percent) of consumers expected companies to comprehend their
individual shopping requirements and expectations, in contrast to two-thirds of respondents expressing the same sentiment in 2020. During this two-year period, respondents anticipating personalized offers increased from 52 percent to 56 [...] Read more
Note(s): Worldwide; December 8, 2021 to February 1, 2022; 13,020 consumers; 10-58 years
Source(s): Salesforce Research
CHAPTER 05

United States
 Categories in which consumers would prefer to have a personalized shopping
experience in the United States in 2023
Consumer preferences for personalized shopping categories in the U.S. 2023

Share of respondents
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Apparel and accessories 17%

Personal care (body wash, razors, hair brushes) 13%

Beauty (cosmetics) 12%

Electronics 12%

Grocery 12%

27 Description: A 2023 survey revealed that apparel and accessories ranked as the top category among U.S. consumers who prefer a personalized shopping experience, with 17 percent of respondents expressing this preference. Personal care came next, with 13
percent of those surveyed desiring greater personalization when purchasing beauty, electronics, and groceries, each mentioned by 12 percent of respondents. Read more
Note(s): United States; March 2023; 542 consumers; multiple answers possible
Source(s): CI&T
 Personal information consumers would be okay with retailers knowing to provide a
personalized experience in the United States in 2023
Data consumers would share with retailers for personalization in the U.S. 2023

Share of respondents
0% 2% 4% 6% 8% 10% 12% 14% 16%
My gender 14%

What city I live 14%

How much I'm willing to spend on an item 11%

My age 11%

Who I'm shopping for 10%

My browsing history at this retailer's physical stores 8%

My browsing history on this retailer's digital channels (app or site) 7%

My generation 7%

How large my household is 6%

My race 6%

My annual household income 4%

I am not ok with sharing any of these data points 1%

28 Description: During a 2023 survey in the United States, 14 percent of responding consumers reported being okay with retailers knowing their gender and the city they lived in in exchange for a more personalized customer experience (CX). Meanwhile, 11 percent of
respondents stated they would be comfortable sharing information about their intended spending on an item and their age. Only one percent of those surveyed expressed discomfort with sharing any form of data with retailers. Read more
Note(s): United States; March 2023; 542 consumers; multiple answers possible
Source(s): CI&T
 Information consumers wish retailers would know when shopping with them in the
United States in 2023
Data consumers would like retailers to know when shopping with them in the U.S 2023

Share of respondents
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

The sizes I usually fit best in 17%

The style I prefer to wear 16%

The price point that is most aligned with how I spend 15%

What I've bought from them in the past 13%

The color scheme(s) I prefer 11%

What I buy from similar retailers 8%

Who I'm shopping for 8%

Demographic information (age, race, gender) 6%

Nothing, I do not want retailers to know anything from me 4%

Where I live 3%

29 Description: In a 2023 survey conducted among online consumers in the United States, 17 percent of respondents voiced a desire for retailers to be aware of their preferred clothing sizes when shopping, while 16 percent indicated a similar wish for retailers to
understand their style preferences. Additionally, 15 percent expressed the desire for retailers to know the price range that aligns with their spending habits. Read more
Note(s): United States; March 2023; 542 consumers; multiple answers possible
Source(s): CI&T
 Online consumers' preference for personalization versus privacy in shopping
experience in the United States as of May 2022, by ethnicity
Preference for personalization vs. privacy in CX in the U.S. 2022, by ethnicity

Personalization Privacy
40%
40%
37%
36%
35%
35%
32%

30%
26%
Share of respondents

25% 24%
22%
20% 20%
20%

15%

10%

5%

0%
Black or African American Hispanic Asian White Other

30 Description: During a 2022 survey among online consumers in the United States, 40 percent of respondents who identified as Black or African American expressed a preference for a personalized shopping experience, whereas 24 percent favored privacy.
Meanwhile, 37 percent of white and 36 percent of Asian interviewees opted for privacy over personalization. According to the same study, almost half of U.S. internet users thought advertising and marketing personalization often felt invasive. Read more
Note(s): United States; April and May 2022; ~1,000; 18 years and older
Source(s): Merkle
 Personalized perks in exchange for which consumers would be willing to share
their personal information in the United States in 2023
Personalized perks for which consumers would share their data in the U.S. 2023

Share of respondents
0% 5% 10% 15% 20% 25%

A product type, color, or style made just for me with the exact specs I'd want 22%

A search process that's quick and oriented to precisely what I'm looking for 21%

The price point I'd be willing to pay for an item 20%

Content that I'd enjoy seeing while browsing 16%

Complimentary services catering to my needs 14%

I would not be willing to share my personal data in exchange for any perks 6%

31 Description: When queried about the personalized perks they would be willing to exchange their personal information for, 22 percent of responding U.S. consumers mentioned a product specifically designed for them, tailored to their exact preferences in terms of
type, color, or style. Furthermore, 21 percent indicated their willingness to exchange personal data for an expedited and highly targeted search experience that aligns precisely with their needs. Read more
Note(s): United States; March 2023; 542 consumers; multiple answers possible
Source(s): CI&T
 Likeliness to continue shopping on retailer sites that personalized customer
experience in the United States as of June 2022
Impact of personalization on future online shopping behavior in the U.S. 2022

Not at all more 12%

Much more 26%

A little more 29%

Somewhat more 33%

32 Description: During a 2022 survey carried out among online shoppers from the United States, 12 percent of respondents stated that a personalized customer experience did not make them more likely to continue shopping on retailer sites. Read more
Note(s): United States; June 22 to 28, 2022; 1,000 respondents; 18 years and older
Source(s): Various sources (Elastic); VentureBeat; Wakefield Research
CHAPTER 06

Other regions
 Distribution of most used e-commerce personalization platforms in the EMEA
region as of 2022
Most used personalization platforms in the EMEA region 2022

Share of respondents
0% 5% 10% 15% 20% 25%

CQuotient 23%

Optimizely 17%

Bazaarvoice 17%

Klaviyo 15%

Monetate 6%

Qubit 4%

Bazaarvoice and
3%
Cquotient

Other 15%

34 Description: In 2022, CQuotient was the leading e-commerce personalization software in the EMEA region. 23 percent of large companies taking part in a survey stated they used the Salesforce-powered solution for targeted product recommendations on their
online stores. Optimizely and Bazaarvoice followed with 17 percent each, while 15 percent of surveyed companies opted for marketing services of Klaviyo. Read more
Note(s): as of November 2022; 3,583 companies*; * Companies with annual revenue over 10 million U.S. dollars and over 100 employee count. The source did not specify the date of survey. Read more
Source(s): Storyblok
 Type of data used to personalize B2B digital experience in Europe in 2022
Type of data used to personalize B2B digital experience in Europe 2022

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40%

Persona or job title/function/role 37%

Personalized based on key account segment 36%

Contact-level engagement history 36%

Account-level engagement history 35%

Region, country or language 35%

Buyer journey stage 34%

Specific form fills / content requests 34%

Personalized to specific, named accounts 33%

Other firmographic data (e.g. revenue, employee
27%
count)
Industry 23%
We don`t use data to personalize experiences or
5%
content

35 Description: Personalization is a trend in business-to-business (B2B) e-commerce and digital content, too. In 2022, B2B organizations used different types of personal data to enhance and tailor customer experience for buyers. According to a survey, job role or
persona was the most used type of data (37 percent), followed by key account segment and engagement history (both at 36 percent). Read more
Note(s): France; June and July 2022; 863 respondents
Source(s): Market2Marketers; ON24
 Likelihood of quitting a brand due to lacking customer experience (CX)
personalization in the Asia-Pacific region in 2023, by country or territory
Importance level of personalized customer experience APAC 2023, by country

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Hong Kong 90%

India 82%

Malaysia 80%

Philippines 77%

Japan 72%

Indonesia 69%

Singapore 67%

Australia 51%

36 Description: According to a March 2023 survey, 90 percent of the respondents in Hong Kong stated that they would quit purchasing a brand due to a lack of personalized customer experience (CX). Across the Asia-Pacific region, CX was least important for
Australian respondents, with just over half of them viewing it as crucial for their continued engagement with a brand. Read more
Note(s): Asia, APAC; 2023; 6,000 customers worldwide
Source(s): Twilio
 Impact of use of technology for personalization on consumer trust in brands in the
Asia-Pacific region in 2022
Impact of personalization technology on brand trust among consumers in APAC 2022

50%

45% 43%

40%

35%
Share of respondents

30%
30%

25% 24%

20%

15%

10%

5% 4%

0%
Significantly increases Increases No impact Decreases

37 Description: In a 2022 survey conducted among consumers in the Asia-Pacific region, 30 percent of the respondents reported that companies' use of technology to personalize experiences significantly increased the their trust in brands. In comparison,
personalization using technology decreased trust in brands for four percent of the respondents. Read more
Note(s): Asia, APAC; 2022; 4,004 consumers; from Australia, New Zealand, India, and Southeast Asia
Source(s): Adobe; Advanis
 Personalization mistakes breaking trust in brands in the Asia-Pacific region in 2022
Personalization mistakes that broke trust in brands in APAC 2022

30% 27%
24%
25%
21%
20%
16%
15% 13%

10%
Share of respondents

5%
0%
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a
t ar er e
w
ro
in a m th w
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38 Description: In a 2022 survey conducted among consumers in the Asia-Pacific region, 27 percent of the respondents evaluated brands making contact in a creepy way unfavorably. In comparison, sending their consumers information in the wrong language was a
personalization mistake that erodes trust in brands for 13 percent of the respondents. Read more
Note(s): Asia, APAC; 2022; 4,004 consumers; from Australia, New Zealand, India, and Southeast Asia
Source(s): Adobe; Advanis
 Sources

Adobe Publicis.Sapient
Advanis Salesforce Research
Ascend2 Statista
CI&T Storyblok
Comarketing-News Twilio
Dash Network Various sources (Elastic)
Digital Commerce 360 Various sources (research partners)
Dynamic Yield VentureBeat
Econsultancy Wakefield Research
eMarketer
Insider Intelligence
Ipsos
Klarna
Litmus
Marigold
Market2Marketers
MarketingCharts
Merkle
Merkle (@Merkle)
Method Communications
Nepa
ON24

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