Zebra Technologies has released new findings from its 18th Annual Global Shopper Study, revealing that retailers across Asia Pacific are turning to generative AI and automation to address shrinkage, inventory challenges and strained customer experiences. The report, published on 18 November, highlights a sharp rise in demand for technologies that can prevent losses and support smoother operations, with 87% of retail leaders saying Gen AI will be important for loss prevention.
Christanto Suryadarma, Vice President for Southeast Asia, South Korea and Channel APJeC at Zebra Technologies, said retailers that can blend physical and digital retail effectively are best positioned to succeed. He explained that using AI, automation and intelligent workflows allows retailers to build faster and more intuitive shopping journeys that resonate with consumers in Singapore and across the region.
The study shows that shopper satisfaction has dropped for a second consecutive year. Global satisfaction for in-store experiences fell to 79%, with APAC at 75%. Online satisfaction has also declined to 73% globally and 69% in APAC. These figures are well below the peaks recorded in 2023, when both global in-store and online satisfaction reached 85%.
Although shoppers continue to value convenience and efficiency, price sensitivity remains high. Nearly eight in ten shoppers globally prioritise discounts as inflationary pressures persist. At the same time, frustration with out-of-stocks, locked-up items and limited self-checkout options continues to affect both shopping satisfaction and store productivity.
Technology adoption driven by frontline challenges
The report shows that retail associates are becoming increasingly dependent on technology, with many citing difficulties in accessing timely information. Globally, 88% of store associates say they struggle to get the assistance or data they need, up from 82% a year ago. Similar challenges are reflected in APAC.
Despite this, most associates believe technology improves their work experience and customer service. More than 87% globally, and 84% in APAC, say effective digital tools make their work more enjoyable and less stressful. A large majority also believe that technology enables them to complete tasks more quickly.
Retailers are responding by prioritising tools that connect staff, improve workflows and strengthen loss prevention efforts. Zebra’s study indicates that 84% of global decision-makers, and 85% in APAC, view real-time inventory synchronisation as a top priority. Computer vision, RFID and Gen AI are among the technologies retailers expect to implement over the next five years to improve inventory management and reduce shrinkage.
Inventory optimisation tied to stronger profitability
Inventory gaps remain a persistent issue for retailers, affecting both customer satisfaction and store profitability. Although conditions have improved compared to last year, almost half of shoppers still leave stores without purchasing all the items they intended. Out-of-stocks and difficulty locating products remain common complaints across markets.
Retailers see inventory optimisation as a critical factor for improving financial performance. Zebra’s recent research with Oxford Economics found that improvements in inventory workflows delivered up to 1.8-percentage-point increases in revenue growth and profitability.
Retail decision-makers now rank inventory optimisation, automation for real-time inventory visibility and in-store digital media capabilities as key levers for improving both online and in-store profitability. The growing interest in retail media networks has also been influenced by Zebra’s acquisition of Elo, which provides interactive solutions used to drive in-store engagement.
George Pepes, APAC Vertical Solutions Lead for Retail at Zebra Technologies, said today’s consumers seek more than discounts and product availability. “They’re after a shopping experience that’s seamless, engaging, and personal,” he said. He added that solutions such as the TC27 Mobile Computer, EM45 Series Enterprise Mobile and ET65 Android Tablet help retailers build stronger customer loyalty by elevating the in-store experience.
Across regions, the study highlights consistent pressure on retailers to improve technology adoption, workforce tools and operational visibility. In APAC, 84% of store associates believe AI will make them more productive. In Europe, 84% of decision-makers say they face strong pressure to synchronise real-time inventory across channels. Latin America recorded the highest number of shoppers leaving stores without completing their intended purchases, while North America reported widespread challenges maintaining visibility of out-of-stock items.
The Global Shopper Study surveyed more than 4,200 respondents worldwide between May and June 2025. It examined shopper expectations, associate experiences and retailer strategies in an increasingly complex and competitive retail landscape.
