Ecommerce is growing globally, but customers are not all the same: each market has specific needs and expectations, which influence how companies must design the customer experience. From self-service to personalization, from speed to human support, the way a customer perceives an ecommerce experience depends on culture, digital habits, and local expectations.
In this article, we explore five key markets: Italy, Mexico, and Saudi Arabia, highlighting differences in ecommerce CX and strategies to meet each customer’s expectations.
Customer-centric relationships and digital CX in Italian ecommerce
Ecommerce in Italy continues to grow, but it does so gradually and with important local nuances. In 2025, the value of online purchases by Italians exceeded €62 billion (+6% compared to 2024), with significant penetration especially in services (+8%) and consumer goods.
What Italian customers expect
- Italian consumers are increasingly demanding: they do not seek only speed and convenience, but also a consistent and personalized experience. Key elements include:
- Transparency in purchasing and post-sales processes, with clear notifications on orders, shipments, and returns.
- Human support integrated with digital tools, such as chat, email, and phone, to quickly resolve complex issues.
- Data-driven personalized experiences that anticipate customer needs and suggest relevant products or targeted offers.
These aspects become crucial during returns, post-sales assistance, and the management of complex requests: online customers want trust and consistency in every interaction.
CX challenges and opportunities
Despite the opportunities, many Italian companies still face difficulties:
Digital discomfort and frustration increase when ecommerce sites are not optimized for mobile, have complex interfaces, or long loading times, pushing customers to abandon purchases.
Integration between payment and customer support is not always smooth: with digital CX platforms it is possible to synchronize payments, orders, and assistance, reducing errors and delays.
Sectors such as Food & Grocery and Beauty & Pharma, which require fast deliveries and careful returns management, particularly benefit from intelligent automation and AI-driven assistance.
The role of digital CX platforms
This is where tools like XCALLY helps ecommerce companies, enabling companies to transform customer experience into a unified digital ecosystem. Digital CX platforms offer:
- integrated omnichannel management, chat, email, phone, and social channels are coordinated in a single dashboard, avoiding information fragmentation;
- real-time AI and agent assist help operators who receive immediate suggestions on how to respond to requests, reducing waiting times and improving response quality.
- advanced analytics like real-time insights on CX performance, satisfaction rates, and purchasing behavior, to continuously optimize processes.
- intelligent automation such as repetitive routines such as order confirmations, tracking, or returns can be handled automatically, leaving agents more time to manage complex or personalized cases.
Companies that adopt digital CX platforms can not only reduce cart abandonment but also increase loyalty rates and customer satisfaction, improving KPIs such as First Contact Resolution (FCR) and Customer Effort Score (CES).
Mobile, social commerce, and personalized digital CX in Mexico
Mexico is among the fastest-growing ecommerce markets in Latin America, with high mobile adoption and increasing penetration of online purchases: according to a report, over 62% of internet users made online purchases weekly in 2024, a figure above the global average and indicative of very mature digital consumer behavior.
Customer expectations
Mexican consumers demand:
- mobile-first experiences and seamless customer journeys across apps, web, and social media;
- integrated social commerce, channels such as WhatsApp, Facebook Messenger, and Instagram are not only for marketing but also for real-time support and guided purchases;
- instant personalization based on behavioral data—contextual product suggestions, targeted offers, and “tailored” purchase journeys.
This demand reflects a CX culture where trust and contextual interaction prevail over simple delivery speed: customers expect brands to understand their journey and respond quickly to their intent, such as order confirmations, doubt resolution, or upsell proposals.
Digital challenges and CX opportunities
In a social-centric market, omnichannel customer experience becomes a decisive competitive advantage. A digital CX platform like XCALLY allows companies to:
- unify social messaging, chat, and email into a single support flow;
- provide intelligent real-time support for agents and bots, reducing waiting times and friction at critical moments of the customer journey;
- personalize the experience based on user profiles and interaction history, increasing conversions and loyalty.
In summary, Mexican ecommerce requires an integrated and mobile-oriented CX ecosystem, where technology and human relationship come together to meet the needs of an always-connected and informed user.
Premium experiences and elevated customer-centric experiences in Saudi Arabia
The ecommerce market in Saudi Arabia is among the most dynamic in the Middle East: it is estimated to reach over $31 billion by 2026, with growth driven by solid digital infrastructure and high internet penetration (99%).
Consumer expectations
Customers in Saudi Arabia have very high expectations:
- premium experiences with fast and personalized multichannel support;
- support in the local language and cultural understanding, including AI systems that interpret mixed languages (Arabic–English);
- advanced personalization based on behavioral data, purchase history, and individual preferences.
CX is perceived as a fundamental part of brand identity, it is not enough to simply sell a product; it is necessary to create a smooth, emotionally satisfying digital interaction journey that is consistent with local cultural values.
The role of digital CX platforms
To compete in a market with such high expectations, ecommerce companies must adopt solutions that:
- centralize digital and human channels, enabling optimized and contextual responses to every request;
- support human agents with AI that suggests responses, tone adjustments, and even real-time translations;
- offer advanced analytics to measure sentiment, conversion rates, and cross-channel customer satisfaction.
In Saudi Arabia, digital CX is not only functional but strategic, capable of elevating perceived brand value and directly influencing purchasing decisions.
Key takeaways and opportunities
Across all analyzed markets, one element clearly emerges: digital technology is no longer an optional support, but a true competitive factor. From omnichannel management to real-time AI, from advanced analytics to intelligent automation, companies that can orchestrate all these tools coherently are those that succeed in delivering truly distinctive customer experiences.
XCALLY is a digital platform positions itself as the heart of the customer experience, integrating chat, phone, email, social channels, and AI tools into a single ecosystem. Thanks to XCALLY, every interaction becomes faster, more accurate, and more personalized: agents receive real-time support, customers get immediate and consistent responses, and every touchpoint becomes an opportunity to build trust and loyalty.
XCALLY does not operate alone, its strength also comes from its global partner network. Companies and local operators can not only implement and resell the platform in their country, but also adapt it to local market specifics, leveraging training, technical support, and tools to customize the offering. In practice, becoming an XCALLY partner means being able to offer end customers an advanced, omnichannel, and intelligent CX solution, without starting from scratch.
If you want to transform the customer experience in your market and take your business to the next level, becoming an XCALLY partner is the right opportunity. You will be able to offer a platform that combines technology and human touch, create unique customer experiences, and grow together with a leader in digital CX transformation.
