US Tech in Retail Report 2025
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Brands and retailers are increasingly leveraging technology to improve consumer experiences, increase operational efficiency, and boost profitability. While technology is the backbone of retail, consumers are not always familiar or comfortable with the tech solutions supporting their shopping experiences, or simply avoid using the consumer-facing tech available to them. In fact, nearly half (47%) of consumers are average to low tech users. This signals the need to drive awareness about the solutions available and their benefits, as well as education on how to use them.
In addition to consumer-facing tech innovations, it is important to recognize that the future of the retail industry depends on building robust, resilient infrastructure and frictionless shopping experiences. Moving forward, prioritizing tech that enhances resilience and meets consumer expectations is essential.
For instance, AI has the power to drive operational transformation, as well as influence consumer interactions. As AI matures, its integration into retail will be crucial to boost productivity and consumer engagement, with companies lagging in adoption risking falling behind the competition.
This report looks at the following areas:
- Consumer attitudes towards technology in shopping
- Barriers to tech adoption in retail
- Strategies for balancing tech innovation with sustainability
- Impact of data privacy concerns on consumer behavior
Technology is ubiquitous in retail. Shoppers are enthusiastic and curious about tech that enhances their experience. Looking ahead, brands and retailers can further leverage tech to improve and innovate areas such as in-store navigation, personalization, and fulfillment to meet consumers’ expectations.
Marisa Ortega, Analyst – Retail & eCommerce
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EXECUTIVE SUMMARY
- What you need to know
- Predictions
- What consumers want & why
- Opportunities
- Tech in retail opportunities
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MARKET DYNAMICS
- Market drivers
- Conservative spending on retail tech is expected
- Technology makes operations more resilient
- Data privacy is a concern for consumers
- Advanced technology negatively impacts the environment; companies must balance tech innovation with sustainable efforts
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CONSUMER INSIGHTS
- Consumer fast facts
- Awareness, usage and interest of various forms of technology
- Technology is part of daily life
- Graph 1: technology awareness, 2025
- Choose tech integrations wisely
- Graph 2: repertoire of technology usage and interest, 2025
- Consumers’ interest in various forms of tech outpaces usage
- Graph 3: technology adoption and interest, 2025
- Home Depot uses tech to simplify shopping and educate consumers
- QR codes bridge the gap between physical and digital shopping
- Graph 4: technology adoption and interest – select responses, 2025
- Scan and Shop: IQAir extends consumer engagement beyond the ads through QR codes
- Not all forms of technology are everyone’s cup of tea
- Graph 5: technology adoption and interest – select responses, 2025
- Walgreens looks to (wisely) shut its “smart” screens
- Motivations to use tech when shopping
- Consumers want simple and informed shopping experiences
- Graph 6: motivations to use tech when shopping – any rank, 2025
- Home Depot launches Magic Apron
- Younger consumers embrace technology every step of the way
- Graph 7: motivations to use tech when shopping – any rank, by age, 2025
- Etsy goes all in with AI to improve its marketplace experience
- Barriers to using technology when shopping
- Ethical data practices and tech education are essential to encourage usage
- Graph 8: barriers to use technology when shopping – any rank, 2025
- Consumers are apprehensive about their personal information
- Areas of opportunity
- Consumers are calling for improvements across various aspects of the shopping experience
- Graph 9: areas of opportunity for tech, by age, 2025
- Walmart launches “Sparky”, an AI shopping assistant
- Enhancements in customer service will always be welcome
- Graph 10: technology usage while shopping, by areas of opportunity, 2025
- Attitudes toward technology in retail
- Elevate tech with human touch
- Technology can influence where consumers shop
- Graph 11: attitudes toward tech in retail – any agree, by age, 2025
- Lowe’s brings kitchen visualization tool to its stores
- Tech alone is not going to win consumers
- Graph 12: attitudes toward tech in retail, by gender and age, 2025
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INNOVATION AND MARKETING STRATEGIES
- Sam’s Club taps into technology to enhance the shopping experience
- Instacart launches AI-powered Smart Shop
- Old Navy partners with RADAR to optimize inventory management
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APPENDIX
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations
- Terms
- Attitudes toward tech in retail
- Graph 13: attitudes toward tech in retail – any agree, 2025
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