CX: Retailers adapting to cope with shopper pain points

Press Release 7th October 2025, London | Asendia 

Customer experience (CX) remains high on retailer priorities, according to new data from Asendia's latest 1,000-strong global e-commerce study.

The research identifies key friction points that undermine shopper satisfaction. Confusion over customs duties affects 32% of international shoppers, return complications impact 30%, while a lack of localised product information (17%) and limited payment methods (17%) create additional barriers to conversion.

To address these mounting challenges, Asendia’s new Global Retail Voices publication profiles ten outstanding CX experts from leading retailers, including JD Sports, Decathlon HK, Clarks, Valentino, Aritzia and Harry Rosen, showcasing innovative solutions that are reshaping the retail landscape.

However, it’s not all one size fits all, as CX priorities vary widely across markets. For example, a fifth of APAC retailers report that their cross-border shoppers say they will not buy from brands that do not offer environmentally friendly shipping, which is double the rate in Europe (10%) and higher than in the US (14%).

Advice from CX leaders:

The most successful retailers are fundamentally rethinking how they approach customer relationships, according to Jeannie Walters, founder and CEO of Experience Investigators, who comments. "The brands winning today aren't just improving their checkout process or adding more features, they're shifting from organisation-chart thinking to customer-journey thinking," Walters explained. "They understand that trust is built in micro-moments: a helpful confirmation email, transparent communication about delays, or turning a service issue into an opportunity to show they truly care. When brands handle problems with genuine empathy and swift action, they actually build stronger loyalty than if nothing had gone wrong in the first place."

Nora Zukauskaite, Marketing Director at TikTok Shop UK & Europe, underscores the power of discovery commerce. She points to live shopping as one of the most exciting frontiers in CX today. With over 6,000 live shopping sessions happening daily on TikTok Shop in the UK alone, the format is quickly becoming a mainstream channel for brand engagement. Zukauskaite says its appeal lies in its ability to bring entertainment, personalisation and interaction back to the online shopping experience. “These events are immersive, dynamic and joyful, and that’s what consumers want. Last year, we saw sessions where individual brands reached over a million pounds in GMV within just 12 hours,” she explained. “Live commerce will be a major driver of growth in 2025, and brands that embrace it will find powerful new ways to scale.”

Retailers are also preparing for evolving consumer expectations:

• Faster delivery: Over a third (35%) of global retailers prioritise faster shipping, rising to 44% in Australia.
• Payment innovation: 32% are adopting digital wallets, crypto, and buy-now-pay-later options.
• AI & automation: 35% are implementing smarter automation, while APAC leads AI adoption at 44%. Electrical retailers (51%) and health & beauty (41%) are prioritising AI specifically for marketing and customer service.
• Social commerce & live selling: 29% of retailers are preparing for these channels, rising to 35% in fashion.
  
  

“With so many choices at their fingertips, today’s consumers are driven by experience, not just product or price,” said Simon Batt, CEO of Asendia. “The talents profiled are at the forefront of that shift. They’re rethinking every customer touchpoint and helping to shape a more connected, responsive retail landscape. We’re proud to recognise their impact and the positive change they’re bringing to our industry.”

Download the Global Retail Voices e-book here