An Elastic Path study shows the real needs of customers
Posted: Thu Jul 10, 2025 5:44 am
There is still a huge disconnect between customer needs and what brands understand when it comes to meeting those needs and providing a frictionless shopping experience .
This is what emerges from the study conducted by Elastic Path, “ The Sci-Fi Shopper: How to test the future of your brand for the new consumer ”.
One of the top consumer complaints is long checkout lines, but only a fraction of major brands consider this a pain point, according to a press release about the report.
“ This report is a timely reminder that consumers' needs shop are simple: they want to save time and money ,” said Harry Chemko, CEO of Elastic Path. “ Customer loyalty really depends on listening to customers and solving simple problems. ”
There's also a gap between the features customers use and want and what brands actually offer. More than half of consumers want a free payment option, but only a fraction of brands offer it. Similarly, more than half of consumers want voice commerce, but only a small portion of brands have the option.
The study found that consumers who used voice technology to make purchases were divided into two groups: those who used it several times a week and those who used it at least once a week, demonstrating that shoppers have a strong appetite for new technologies when they add value to their busy lives.
“ Consumers simply want to buy the products they need with the least amount of effort possible ,” said Darin Archer, CMO of Elastic Path . “ Companies need a strong commerce backend that supports the latest innovations without sacrificing the customer experience. It's up to brands to make every experience shoppable, and with the right technology, they can empower consumers to purchase almost mindlessly, anytime, anywhere .”
This is what emerges from the study conducted by Elastic Path, “ The Sci-Fi Shopper: How to test the future of your brand for the new consumer ”.
One of the top consumer complaints is long checkout lines, but only a fraction of major brands consider this a pain point, according to a press release about the report.
“ This report is a timely reminder that consumers' needs shop are simple: they want to save time and money ,” said Harry Chemko, CEO of Elastic Path. “ Customer loyalty really depends on listening to customers and solving simple problems. ”
There's also a gap between the features customers use and want and what brands actually offer. More than half of consumers want a free payment option, but only a fraction of brands offer it. Similarly, more than half of consumers want voice commerce, but only a small portion of brands have the option.
The study found that consumers who used voice technology to make purchases were divided into two groups: those who used it several times a week and those who used it at least once a week, demonstrating that shoppers have a strong appetite for new technologies when they add value to their busy lives.
“ Consumers simply want to buy the products they need with the least amount of effort possible ,” said Darin Archer, CMO of Elastic Path . “ Companies need a strong commerce backend that supports the latest innovations without sacrificing the customer experience. It's up to brands to make every experience shoppable, and with the right technology, they can empower consumers to purchase almost mindlessly, anytime, anywhere .”