Welcome to the third edition of Wunderman Thompson Commerce and Technology’s B2B Future Shopper report. The last version, launched in September 2021, saw us covering the leading eCommerce markets of the UK, the US and China.

This year, we are delighted that the report can now truly be called global – with Europe represented by the UK, Germany and the Netherlands, APAC represented by China, Japan, India and Australia, Africa represented by South Africa, the Middle East by the UAE and the Americas by the US and Brazil. So what have we found?

We’ve found a global market that is becoming much more digital and conducting more of its purchasing online. We've also found a desire, and a need, for seamless omni-channel purchase journeys across physical and digital.