INfographic

Infographic: The state of personalization maturity in e-commerce – 2025

Discover insights from our sixth annual research report on personalization maturity.

Published: May 29, 2025 | Updated: May 30, 2025

JR Moore

Marketing Analyst,

Mastercard

Couple with a dog in their living room shopping together

As advanced AI-driven experiences proliferate, customers have become more sophisticated in their use of AI and expect more from brands with every interaction. This presents an opportunity for e-commerce companies that can harness the power of personalization to adapt and meet customer needs — both in the moment and in new ways.

To meet rising consumer expectations, e-commerce companies are making personalization a top priority, investing in the right processes to unlock efficiency gains. But do they have enough momentum to deliver? And where are they on the personalization maturity curve?

To uncover challenges and opportunities implementing personalization, Dynamic Yield by Mastercard surveyed e-commerce business leaders across the globe in the Americas (AMER), Asia-Pacific (APAC) and Europe and Middle East (EMEA) regions. Here are the results.

Sources:

Abraham, M., & Edelman, D.C. (2024). Personalized: Customer Strategy in the Age of AI. BCG, Harvard Business Review Press

Dynamic Yield by Mastercard (October 2024). The state of personalization maturity in e-commerce.

Base: 92 C-suite executives and individuals in marketing, merchandising, user experience (UX)/customer experience (CX), product management, analytics and development across the AMER, EMEA and APAC regions.

Read the report