B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
5%
5% -- ai clear scalable roi rate for European retailers experimenting with AI in marketing and e-commerce (2025)
Only 5% of European retailers (or those experimenting with AI in marketing and e-commerce) report clear, scalable ROI from their AI investments.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
5%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
300
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Voyado
Primary
Tier A
https://voyado.com/resources/blog/ai-in-retail-roi-gap/ ↗
Source Article
Why 95% of retailers use AI but only 5% see ROI — and how to close the gap
TL;DR
- 95% of European retailers are experimenting with AI in marketing and e-commerce — but only 5% report clear, scalable ROI, according to Voyado and Retail Economics research surveying 300 retail leaders.
- The gap is structural, not technological. Most retailers have access to the same tools. …
Original Research
Voyado
· Original study ↗
Methodology
Survey of 300 marketing and e-commerce leaders across the UK, DACH, Scandinavia, and Benelux
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
European retailers experimenting with AI in marketing and e-commerce: 5% ai clear scalable roi rate. Source: Voyado (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/european-retailers-ai-scalable-roi-5
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<blockquote cite="https://lighthousedata.io/data/european-retailers-ai-scalable-roi-5" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>5%</strong> -- ai clear scalable roi rate for European retailers experimenting with AI in marketing and e-commerce<br><small>Source: Voyado (2025) · <a href="https://lighthousedata.io/data/european-retailers-ai-scalable-roi-5" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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