2025, A Year in Review

2025 has been a demanding year for many of you. Across industries, customer acquisition costs continued to rise, discovery shifted deeper into social platforms and AI driven environments, while pressure on cashflow, margin, and efficiency intensified. Many of you were asked to deliver more with fewer resources, as customer journeys became harder to predict and even harder to influence.

Yet in all this complexity, one truth stood out. Those performing best used their data to understand intent earlier, personalize with greater relevance, and act more intelligently. That clarity continues to shape how we build and where we focus at Mapp.

What You Told Us This Year

Across our conversations with you, your peers and our partners, a few messages came through clearly.
Personalization needs to feel genuinely personal. Customers expect experiences that reflect intent, preferences, and context, not interactions that feel automated or generic.

1. Discovery is changing fast: Social platforms increasingly shape demand, and AI is becoming a new entry point to exploration. To remain visible, data must be structured, connected, and ready for this shift.
2. Profitability depends on understanding intent earlier: Clearer signals are needed to identify who is ready to act, what resonates, and how to balance growth with margin in volatile conditions.
3. Efficiency matters more than ever: With limited resources, teams need to move faster, reduce friction, and make decisions based on real customer signals rather than assumptions.

These insights guided every priority we set in 2025.

How Your Feedback Shaped Our Work

Introducing Mapp Fashion

In 2025, we introduced Mapp Fashion for those of you in fashion retail who need to understand why customers choose the products they do. It brings together a 26,000 attribute taxonomy with stylist trained AI, enriching products with deeper physical, contextual, trend, and intent signals.
This allows products to become more discoverable across feeds, search, and AI driven journeys. Personalization becomes more relevant, even for new and anonymous shoppers. Stock meets demand earlier, helping improve full price sell through and reduce friction across the journey.
This capability was built directly from fashion leading businesses’ feedback and the realities they face every day.

A Broader Pattern Across Our Customer Base

What we also saw this year is that the same principle applies beyond fashion.
Across industries, when data is richer, more structured, and more connected, targeting improves, personalization becomes more relevant, and activation becomes faster. Whether you are selling products, services, or subscriptions, clarity drives performance.

A Year of Major Customer Progress

In 2025, many of you using Mapp Fashion and Mapp Cloud achieved measurable improvements in efficiency, discoverability, and profitability:

We were also proud to welcome new customers to Mapp across multiple regions and industries. Each joined with a clear ambition: turn insight into action more confidently and at scale. Some of our new joiners:

What We Delivered in 2025

Your challenges influenced every product decision we made this year. These improvements made our platform even better this year:

Mapp Cloud

• Cleaner, more reliable data through improved tracking, debugging tools, and server-to-server updates.
• Stronger privacy and governance, giving brands more control over how customer data is collected and used.
• Better integrations and SDK upgrades for faster, more accurate data collection across platforms.
• More actionable analytics with enhanced reporting and clearer insights for lifecycle, stock, and channel performance.
• Easier activation across the stack via a refined API layer, new connectors, and clearer documentation.

Mapp Fashion

• Faster, more accurate enrichment with stylist validation
• Expanded taxonomy and contextual signals
• Stronger activation across feeds, search, CRM, and recommendations

We did not focus on adding more features. Instead, we gave teams clarity, automation, and faster paths to value. More here: Mapp Documentation

Looking Ahead to 2026

The industry enters 2026 with a more pragmatic mindset. Growth will come not from chasing more traffic, but from using the stock, customers, and channels you already have more effectively. Here are the forces we believe will define next year.

Our Focus for 2026

• Strengthen Mapp Fashion’s taxonomy, automation, and stylist QA
• Deepen integrations across feeds, search, CRM, and recommendations
• Expand attribute-driven insights into planning, trading, and merchandising
• Continue building products that reflect how real retailers work, not how software thinks they should work

You helped shape this direction. And one commitment stands above all: we will keep listening.

Thank You

Finally, thank you for the trust you placed in us throughout a year defined by change. Your openness, partnership, and feedback continue to guide our roadmap. And to the Mapp teams around the world, thank you for the ambition, care, and pace you bring every day in service of our customers.

As we move into 2026, one thing is clear: structured, connected data is becoming the foundation of intelligent engagement and sustainable growth. We are proud to build that future together with you.

James Brooke
CEO, Mapp