The State of Personalization Maturity in E-commerce

Your customers’ expectations are evolving. Is your strategy keeping up? Download the 2025 report now.

Report / 2025

Breakthroughs in AI have transformed the e-commerce landscape, and customers’ expectations have risen accordingly. While most companies have made personalization a top priority, many still lack the resources and strategic alignment to unlock its full potential, leaving a $2 trillion opportunity on the table. To succeed, brands must move beyond concepts and build a scalable program with clear goals and dedicated support.

Introducing The State of Personalization Maturity in eCommerce, Mastercard’s annual research report on how brands prioritize personalization through the lens of culture, resources, processes and collaboration.

Included in this report:

• The Culture Gap: Find out why 40% of brands still rely on conceptual KPIs and how to tie your efforts to real business value.
• The Resource Hurdle: Discover why only 50% of companies have dedicated personalization support and what it takes to build a team that can truly scale.
• The Process Playbook: Learn how 65% of companies now derive insights from test data and why strong processes are the key to maximizing efficiency.
• The Effectiveness Divide: Uncover why 67% of brands lack a singular audience strategy and how to align your teams for a cohesive, cross-channel customer experience.

Download this report if you want to:

• Benchmark your program: Assess your company’s personalization maturity across culture, resources, processes, and effectiveness against global and regional data.
• Build a case for investment: Learn how to establish clear, quantitative KPIs to prove the value of personalization and secure executive buy-in for your program.
• Scale your efforts effectively: Understand the key differences in team structure and strategy between AMER, EMEA, and APAC to build a successful global roadmap.