Akeneo 2025 B2C Survey: U.S. Shoppers Demand Transparency, Personalization, and Social Commerce Experiences

Data reveals 64% of U.S. consumers have made a purchase based on information supplied by an influencer or expert 

BOSTON, Aug. 26, 2025 /PRNewswire/ -- Akeneo, the Product Experience (PX) Company and leading provider of Product Information Management (PIM) solutions, today released its  Akeneo B2C Survey: The Evolution of the Modern Shopper, which reveals that American consumers increasingly demand transparency, personalization, and authenticity when interacting with brands, especially across digital commerce channels. The report also found that consumers are relying more on social media influencers for product recommendations and shopping experiences than in previous years.

For the report, Akeneo surveyed 1,800 consumers aged 18 and above across eight different countries, including Australia, France, the United States, the United Kingdom, Italy, Germany, the Netherlands, and Sweden. The goal was to gain valuable insights into what matters most to today's consumers, as well as increase visibility into the quality of product information and the role it plays throughout the customer experience. The results illustrate the importance of reliable, enriched product information and how it can be used as a competitive differentiator to drive trust, loyalty, and increased spending.

Despite the rapid advancements in AI and digital commerce technologies that are working to improve product information, consumer trust in product information is declining. In fact, the same survey found that 30% of consumers reported dissatisfaction with the comprehensiveness of product data, which is more than double the amount who felt the same just two years prior. The growing frustration highlights a deepening gap between what technology enables and the quality of product information customers are receiving, showcasing the demand for brands and retailers to prioritize accuracy, consistency, and transparency in product experiences and data.

Akeneo's report uncovers the importance of brands tapping into social media platforms like Instagram and TikTok to drive product discovery through influencer marketing and content. The survey found that 64% of U.S. consumers have made purchases based on information from influencers and experts, surpassing engagement levels in Europe and Australia. Additionally, peer feedback and reviews are even more influential, with 70% of U.S. consumers more likely to purchase fashion items based on customer feedback and advice. As consumers increasingly trust and act upon influencer and user recommendations, brands must adapt by integrating social commerce strategies to capitalize on the "TikTok made me buy it" phenomenon.

Additionally, the report uncovered a growing demand for transparency among U.S. consumers when it comes to product materials, details, and pricing, with 66% reporting they've abandoned purchases due to hidden or inaccurate pricing information, leading to more cart abandonment and displeased shoppers. The data also reveals regional differences in trust dynamics, as consumers in Europe are less deterred by unclear pricing. For U.S.-based companies, the focus should be on transparent pricing as well as showcasing that high-quality product information can act as a strategic advantage that leads to confident purchases and loyal customers.

Additional insights from the 2025 B2C Survey include:

• Almost half (47%) of category buyers would probably/definitely buy Beauty/Skincare & Health/Supplement products, if they saw an influencer/independent expert using or demonstrating a product they were interested in buying
• 40% of consumers returned a product in the past year due to inaccurate product information
• 57% say that personalization would "certainly" or "probably" make them loyal to a brand
• 48% of U.S. consumers are willing to pay more for a personalized experience, and would pay an average of 28% more
• Consumers are willing to pay an average of 25-30% more for high-quality product information, an 18% increase compared to 2023
• Only 39% of Americans say online product descriptions consistently contain all the information they need to make confident purchase decisions

"Our data shows us that modern consumers aren't just focused on buying products, they're focused on experiences, trust, and values," said Romain Fouache, CEO of Akeneo. "With near ubiquitous use of social media and smartphones, consumers are everywhere and can be easily reached and influenced, but that doesn't mean they're loyal yet. Clear pricing, reliable product information, and influencer recommendations matter to consumers now more than ever. Brands must deliver a seamless and authentic experience at every touchpoint. The path to loyalty and personalization starts with keeping product information and experiences at the crux."

Akeneo's annual B2C survey report has become a benchmark resource for understanding how product experience influences shopper behavior in a dynamic, omnichannel world. To learn more about Akeneo and its product experience offerings, please visit www.Akeneo.com. To view the full results of the survey, click here: Akeneo B2C Survey: The Evolution of the Modern Shopper.

About Akeneo
Akeneo is the product experience (PX) company and global leader in Product Information Management (PIM); creating a world where every product interaction is an experience that guides consumers and professionals to the best purchase, anytime, anywhere. Akeneo empowers business leaders with software, education, and an engaged community all focused on the practice of product experience management.

Leading global brands, manufacturers, distributors, and retailers, including Chico's, CarParts.com, TaylorMade Golf, Rail Europe, Kering, and more trust Akeneo to scale and customize their omnichannel commerce initiatives. Using Akeneo's intelligent Product Cloud, companies can create elevated product experiences with user-friendly and AI-powered product data enrichment, management, syndication, and supplier data onboarding; as well as a comprehensive app marketplace and partner network to meet business and buyer needs. For more information: https://www.akeneo.com.

Media Contact:
Natasha Koleas
PAN, for Akeneo
[email protected]

SOURCE Akeneo