Emily Pfeiffer

Forrester assessed 41 major US retailers for our Total Experience Score to determine how well brands win and serve customers. Retailers have work to do: the average Total Experience score across all retailers was a mere 59.1 on a 100-point scale. Still, retail did improve compared to last year, increasing a statistically significant 0.4 points over the industry average in 2025. Additionally, six individual retail brands improved significantly year-over-year.

When Algorithms And LLMs Become Sellers, Your Commerce Strategy Must Change AI Agents Are Your New Customer, But Can You Target And Grow Their Trust In Your Brand?

Our new report, Death Of The Retail Website As We Know It (Agentic Commerce Transforms Retail Strategy), takes you deeper into our findings. Forrester clients: Register for our webinar on June 30 or watch the replay! Retail websites are being sidelined by something that is more conversational and better aligned to how people want to shop: answer engines like ChatGPT and Google Gemini. That shift is already reshaping where shopping starts.