More than half (52%) of Australian consumers are likely to switch brands if they are not satisfied with their digital experience – on par with the global average and only just behind the UK at 59%, according to the Publicis Sapient Digital Commerce Survey 2024.

Commenting on the survey results, Publicis Sapient chief technology officer for Australia, John Costello said, “The survey reinforces the need for brands to offer personalisation and optimise their customer experience. When Australians are dissatisfied with their digital commerce experience, it affects their loyalty to a brand – with 53% open to switching to another brand.

“Consumers are vocal about what they want: clearer content, more intuitive interfaces, better recommendations and more personalised interactions. Businesses and brands must take action now and reimagine how they can transform digital commerce experiences to delight consumers, inspire loyalty, attract new buyers and drive customer lifetime value.”

When consumers are not satisfied with their digital commerce experience, it affects their loyalty to a brand. 53% will switch to another brand and 19% won’t return as often. Older generations, millennials, Gen X and boomers, are the most likely switchers, with more than half (56%) willing to switch to another brand.  

In retail, more than one-third (67%) of consumers want more personalised interactions and real-time recommendations when shopping, especially millennials (70%).