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 E-commerce – in partnership with Dynamic Yield by Mastercard – the definitive guide to navigating the challenges and opportunities in personalization today.

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.