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"The State of Personalization Maturity in E-Commerce 2025"

Personalization Is No Longer Optional For E-Commerce Brands

With advanced AI-driven experiences now widespread, customers expect personalized interactions at every touchpoint — presenting a $2 trillion opportunity in the next five years, for companies that can deliver according to BCG research.

What the data reveals:
Companies have doubled down on personalization processes but lack the resources needed to scale their efforts effectively.

67% prioritize personalization, 65% derive test insights, only 50% have dedicated teams, 67% lack unified audience strategy, 40% lack clear KPIs

Dynamic Yield by Mastercard surveyed executives, marketers, developers and other stakeholders across the globe to assess how the e-commerce industry approaches personalization based on four key signals: Culture, Resources, Processes, and Effectiveness.

The research shows that while most e-commerce brands have developed sophisticated processes, many still struggle with resource allocation and strategic alignment. Those that can bridge this gap will be best positioned to deliver personalized experiences at scale.

In this comprehensive report, you will learn:

How personalization maturity varies by region: A detailed analysis of how companies in the Americas, Asia-Pacific and Europe/Middle East approach personalization differently and the lessons that can be shared across regions.

Where companies excel and where they fall short: Discover which aspects of personalization programs are most developed and which require greater attention and investment.

How to advance your personalization strategy: Practical insights to help your organization progress in personalization maturity. Let’s face it: AI has completely changed the game for personalization in 2025. Consumers have become more discerning about what good personalization looks like, and their expectations keep climbing with every click, scroll and purchase.

This shift presents a massive opportunity for e-commerce companies that can keep up. But here's the catch: companies have significantly bolstered their processes but haven't staffed up properly to execute.

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