세계의 미스터리 쇼핑 서비스 시장 : 시장 규모, 점유율, 성장 및 산업 분석 - 유형별, 용도별, 지역별 인사이트 및 예측(2024-2032년)

Growth Factors of mystery shopping services Market

The global mystery shopping services market continues to grow steadily, driven by rising emphasis on customer experience, digital transformation across retail and hospitality, and the increasing need for performance evaluation across business touchpoints. According to the latest industry estimates, the market was valued at USD 2,217.62 million in 2024, supported by expanding adoption across retail, hospitality, automotive, banking, and online commerce. The market is set to reach USD 2,314.98 million in 2025, before accelerating toward USD 3,237.20 million by 2032, exhibiting a CAGR of 4.91% during the forecast period. North America remained the dominant region in 2024 with a 44.05% market share, driven by high density of retail stores, hospitality chains, and service-oriented businesses.

Mystery shopping services involve trained individuals posing as regular customers to evaluate customer experience, service quality, compliance, and staff performance. This method provides organizations with unbiased insights into their operations and helps refine customer-centric strategies. Leading providers such as Netrika, BARE International, BestMark, IntelliShop, Signature Worldwide, and Sinclair Customer Metrics continue to play a significant role in shaping global service offerings.

Market Drivers

The market's growth is fueled by rising awareness across industries regarding the value of mystery shopping programs. Businesses increasingly rely on detailed customer experience audits to improve service delivery, enhance employee performance, and drive loyalty. In retail, hospitality, and automotive sectors, companies use mystery shoppers to evaluate service quality, store appearance, promotional effectiveness, and sales interactions. Increased advertising by mystery shopping companies on platforms such as YouTube, Instagram, Facebook, and LinkedIn has broadened industry awareness and expanded customer reach.

North America, the leading region, demonstrated notable growth from USD 940.29 million in 2023 to USD 976.78 million in 2024, reflecting rising demand for performance evaluation in large-scale retail operations and hotel chains.

Market Trends

Technological advancement is transforming the mystery shopping industry. Companies increasingly use AI, machine learning, augmented reality, video-based audits, and mobile-enabled reporting platforms to enhance insight accuracy and streamline evaluations. AI-powered tools analyze large datasets, identify behavior patterns, extract customer sentiment, and highlight areas needing attention. Machine learning-powered feedback tools are helping organizations optimize consumer touchpoints and improve overall satisfaction. Video mystery shopping is gaining momentum due to its transparency and strong evidence-based reporting.

A key emerging trend is the rise of sustainability and ethical auditing. Brands now expect mystery shopping programs to evaluate eco-friendly practices, supply chain transparency, and carbon footprint disclosures, aligning with growing consumer expectations for responsible business operations.

Market Restraints and Challenges

The industry faces challenges related to insufficient or inaccurate data collection, which can distort insights and reduce the effectiveness of customer experience strategies. High service costs also pose a barrier, as mystery shopping fees vary depending on task complexity, number of visits, and industry type. Continuous shifts in consumer behavior and technology upgrades further increase operational expenses for service providers.

Segmentation Overview

By Services, the retail segment led the market in 2024 with 30% share, driven by demand for improved in-store experiences, employee assessment, and customer satisfaction strategies. The hospitality segment is projected to grow at the fastest rate due to the need to improve guest experiences across hotels, restaurants, and travel services.

By Type, in-person mystery shopping is expected to dominate 2025 with 34% share, as it provides deep real-world insights across industries such as healthcare, automotive, banking, and hospitality. Online mystery shopping is the fastest-growing category, with a projected CAGR of 6.16%, supported by rising e-commerce usage and mobile-first customer journeys.

Regional Outlook

North America led the global market in 2024 at USD 976.78 million, driven by strong service adoption across the U.S. and Canada. The U.S. alone is projected to reach USD 859.56 million in 2025. Europe follows as the second-largest region, expected to reach USD 585.16 million in 2025, with strong demand in the U.K., France, and Germany.

Asia Pacific represents the fastest-growing market, fueled by rising consumer expectations, rapid retail expansion, and increasing awareness of customer experience programs. By 2025, China is estimated to reach USD 152.99 million, India USD 61.84 million, and Japan USD 99.56 million.

South America and the Middle East & Africa show steady expansion, driven by increased investment in retail, hospitality, telecom, and automotive customer experience initiatives.

Conclusion

With the market scaling from USD 2,217.62 million in 2024 to USD 3,237.20 million by 2032, mystery shopping services remain critical for organizations aiming to enhance service quality, strengthen customer loyalty, and compete in an experience-driven global marketplace.

By Services

• Banking and Finance
• Retail
• Hospitality
• Automotive
• Others

By Type

• Video Mystery Shopping
• In-Person Mystery Shopping
• Telephone Mystery Shopping
• Online Mystery Shopping
• Multiple Touchpoint Mystery Shopping

Segmentation By Region

North America (By Services, Type, and Country)

• U.S. (By Services)
• Canada (By Services)
• Mexico (By Services)

Europe (By Services, Type, and Country)

• Germany (By Services)
• France (By Services)
• Italy (By Services)
• Spain (By Services)
• U.K. (By Services)
• Russia (By Services)
• Rest of Europe (By Services)

Asia Pacific (By Services, Type, and Country)

• China (By Services)
• India (By Services)
• Japan (By Services)
• Australia (By Services)
• Rest of Asia Pacific (By Services)

South America (By Services, Type, and Country)

• Brazil (By Services)
• Argentina (By Services)
• Rest of South America (By Services)

Middle East & Africa (By Services, Type, and Country)

• South Africa (By Services)
• UAE (By Services)
• Rest of the Middle East & Africa (By Services)

Table of Content

1. Introduction

• 1.1. Research Scope
• 1.2. Market Segmentation
• 1.3. Research Methodology

2. Executive Summary

3. Market Dynamics

• 3.1. Market Drivers
• 3.2. Market Restraints
• 3.3. Market Opportunities

4. Key Insights

• 4.1. Overview of the Parent/Related Market
• 4.2. Industry SWOT Analysis
• 4.3. Porter's Five Forces Analysis
• 4.4. Supply Chain Analysis
• 4.5. Regulatory Framework
• 4.6. Recent Technological Advancements

5. Global Mystery Shopping Services Market Analysis, Insights and Forecast, 2019-2032

• 5.1. Key Findings / Summary
• 5.2. Market Analysis, Insights and Forecast - By Service
  • 5.2.1. Banking and Finance
  • 5.2.2. Retail
  • 5.2.3. Hospitality
  • 5.2.4. Automotive
  • 5.2.5. Others
• 5.3. Market Analysis, Insights and Forecast - By Type
  • 5.3.1. Video Mystery Shopping
  • 5.3.2. In-Person Mystery Shopping
  • 5.3.3. Telephone Mystery Shopping
  • 5.3.4. Online Mystery Shopping
  • 5.3.5. Multiple Touchpoint Mystery Shopping
• 5.4. Market Analysis, Insights and Forecast - By Region
  • 5.4.1. North America
  • 5.4.2. Europe
  • 5.4.3. Asia Pacific
  • 5.4.4. South America
  • 5.4.5. Middle East & Africa

6. North America Mystery Shopping Services Market Analysis, Insights and Forecast, 2019-2032

• 6.1. Key Findings / Summary
• 6.2. Market Analysis, Insights and Forecast - By Service
  • 6.2.1. Banking and Finance
  • 6.2.2. Retail
  • 6.2.3. Hospitality
  • 6.2.4. Automotive
  • 6.2.5. Others
• 6.3. Market Analysis, Insights and Forecast - By Type
  • 6.3.1. Video Mystery Shopping
  • 6.3.2. In-Person Mystery Shopping
  • 6.3.3. Telephone Mystery Shopping
  • 6.3.4. Online Mystery Shopping
  • 6.3.5. Multiple Touchpoint Mystery Shopping
• 6.4. By Market Analysis, Insights and Forecast - By Country
  • 6.4.1. U.S.
    • 6.4.1.1. Market Analysis, by Service
      • 6.4.1.1.1. Banking and Finance
      • 6.4.1.1.2. Retail
      • 6.4.1.1.3. Hospitality
      • 6.4.1.1.4. Automotive
      • 6.4.1.1.5. Others
  • 6.4.2. Canada
    • 6.4.2.1. Market Analysis, by Service
      • 6.4.2.1.1. Banking and Finance
      • 6.4.2.1.2. Retail
      • 6.4.2.1.3. Hospitality
      • 6.4.2.1.4. Automotive
      • 6.4.2.1.5. Others
  • 6.4.3. Mexico
    • 6.4.3.1. Market Analysis, by Service
      • 6.4.3.1.1. Banking and Finance
      • 6.4.3.1.2. Retail
      • 6.4.3.1.3. Hospitality
      • 6.4.3.1.4. Automotive
      • 6.4.3.1.5. Others

7. Europe Mystery Shopping Services Market Analysis, Insights and Forecast, 2019-2032

• 7.1. Key Findings / Summary
• 7.2. Market Analysis, Insights and Forecast - By Service
  • 7.2.1. Banking and Finance
  • 7.2.2. Retail
  • 7.2.3. Hospitality
  • 7.2.4. Automotive
  • 7.2.5. Others
• 7.3. Market Analysis, Insights and Forecast - By Type
  • 7.3.1. Video Mystery Shopping
  • 7.3.2. In-Person Mystery Shopping
  • 7.3.3. Telephone Mystery Shopping
  • 7.3.4. Online Mystery Shopping
  • 7.3.5. Multiple Touchpoint Mystery Shopping
• 7.4. By Market Analysis, Insights and Forecast - By Country
  • 7.4.1. Germany
    • 7.4.1.1. Market Analysis, by Service
      • 7.4.1.1.1. Banking and Finance
      • 7.4.1.1.2. Retail
      • 7.4.1.1.3. Hospitality
      • 7.4.1.1.4. Automotive
      • 7.4.1.1.5. Others
  • 7.4.2. France
    • 7.4.2.1. Market Analysis, by Service
      • 7.4.2.1.1. Banking and Finance
      • 7.4.2.1.2. Retail
      • 7.4.2.1.3. Hospitality
      • 7.4.2.1.4. Automotive
      • 7.4.2.1.5. Others
  • 7.4.3. Spain
    • 7.4.3.1. Market Analysis, by Service
      • 7.4.3.1.1. Banking and Finance
      • 7.4.3.1.2. Retail
      • 7.4.3.1.3. Hospitality
      • 7.4.3.1.4. Automotive
      • 7.4.3.1.5. Others
  • 7.4.4. Italy
    • 7.4.4.1. Market Analysis, by Service
      • 7.4.4.1.1. Banking and Finance
      • 7.4.4.1.2. Retail
      • 7.4.4.1.3. Hospitality
      • 7.4.4.1.4. Automotive
      • 7.4.4.1.5. Others
  • 7.4.5. U.K.
    • 7.4.5.1. Market Analysis, by Service
      • 7.4.5.1.1. Banking and Finance
      • 7.4.5.1.2. Retail
      • 7.4.5.1.3. Hospitality
      • 7.4.5.1.4. Automotive
      • 7.4.5.1.5. Others
  • 7.4.6. Russia
    • 7.4.6.1. Market Analysis, by Service
      • 7.4.6.1.1. Banking and Finance
      • 7.4.6.1.2. Retail
      • 7.4.6.1.3. Hospitality
      • 7.4.6.1.4. Automotive
      • 7.4.6.1.5. Others
  • 7.4.7. Rest of Europe
    • 7.4.7.1. Market Analysis, by Service
      • 7.4.7.1.1. Banking and Finance
      • 7.4.7.1.2. Retail
      • 7.4.7.1.3. Hospitality
      • 7.4.7.1.4. Automotive
      • 7.4.7.1.5. Others

8. Asia Pacific Mystery Shopping Services Market Analysis, Insights and Forecast, 2019-2032

• 8.1. Key Findings / Summary
• 8.2. Market Analysis, Insights and Forecast - By Service
  • 8.2.1. Banking and Finance
  • 8.2.2. Retail
  • 8.2.3. Hospitality
  • 8.2.4. Automotive
  • 8.2.5. Others
• 8.3. Market Analysis, Insights and Forecast - By Type
  • 8.3.1. Video Mystery Shopping
  • 8.3.2. In-Person Mystery Shopping
  • 8.3.3. Telephone Mystery Shopping
  • 8.3.4. Online Mystery Shopping
  • 8.3.5. Multiple Touchpoint Mystery Shopping
• 8.4. By Market Analysis, Insights and Forecast - By Country
  • 8.4.1. China
    • 8.4.1.1. Market Analysis, by Service
      • 8.4.1.1.1. Banking and Finance
      • 8.4.1.1.2. Retail
      • 8.4.1.1.3. Hospitality
      • 8.4.1.1.4. Automotive
      • 8.4.1.1.5. Others
  • 8.4.2. India
    • 8.4.2.1. Market Analysis, by Service
      • 8.4.2.1.1. Banking and Finance
      • 8.4.2.1.2. Retail
      • 8.4.2.1.3. Hospitality
      • 8.4.2.1.4. Automotive
      • 8.4.2.1.5. Others
  • 8.4.3. Japan
    • 8.4.3.1. Market Analysis, by Service
      • 8.4.3.1.1. Banking and Finance
      • 8.4.3.1.2. Retail
      • 8.4.3.1.3. Hospitality
      • 8.4.3.1.4. Automotive
      • 8.4.3.1.5. Others
  • 8.4.4. Australia
    • 8.4.4.1. Market Analysis, by Service
      • 8.4.4.1.1. Banking and Finance
      • 8.4.4.1.2. Retail
      • 8.4.4.1.3. Hospitality
      • 8.4.4.1.4. Automotive
      • 8.4.4.1.5. Others
  • 8.4.5. Rest of Asia Pacific
    • 8.4.5.1. Market Analysis, by Service
      • 8.4.5.1.1. Banking and Finance
      • 8.4.5.1.2. Retail
      • 8.4.5.1.3. Hospitality
      • 8.4.5.1.4. Automotive
      • 8.4.5.1.5. Others

9. South America Mystery Shopping Services Market Analysis, Insights and Forecast, 2019-2032

• 9.1. Key Findings / Summary
• 9.2. Market Analysis, Insights and Forecast - By Service
  • 9.2.1. Banking and Finance
  • 9.2.2. Retail
  • 9.2.3. Hospitality
  • 9.2.4. Automotive
  • 9.2.5. Others
• 9.3. Market Analysis, Insights and Forecast - By Type
  • 9.3.1. Video Mystery Shopping
  • 9.3.2. In-Person Mystery Shopping
  • 9.3.3. Telephone Mystery Shopping
  • 9.3.4. Online Mystery Shopping
  • 9.3.5. Multiple Touchpoint Mystery Shopping
• 9.4. By Market Analysis, Insights and Forecast - By Country
  • 9.4.1. Brazil
    • 9.4.1.1. Market Analysis, by Service
      • 9.4.1.1.1. Banking and Finance
      • 9.4.1.1.2. Retail
      • 9.4.1.1.3. Hospitality
      • 9.4.1.1.4. Automotive
      • 9.4.1.1.5. Others
  • 9.4.2. Argentina
    • 9.4.2.1. Market Analysis, by Service
      • 9.4.2.1.1. Banking and Finance
      • 9.4.2.1.2. Retail
      • 9.4.2.1.3. Hospitality
      • 9.4.2.1.4. Automotive
      • 9.4.2.1.5. Others
  • 9.4.3. Rest of South America
    • 9.4.3.1. Market Analysis, by Service
      • 9.4.3.1.1. Banking and Finance
      • 9.4.3.1.2. Retail
      • 9.4.3.1.3. Hospitality
      • 9.4.3.1.4. Automotive
      • 9.4.3.1.5. Others

10. Middle East & Africa Mystery Shopping Services Market Analysis, Insights and Forecast, 2019-2032

• 10.1. Key Findings / Summary
• 10.2. Market Analysis, Insights and Forecast - By Service
  • 10.2.1. Banking and Finance
  • 10.2.2. Retail
  • 10.2.3. Hospitality
  • 10.2.4. Automotive
  • 10.2.5. Others
• 10.3. Market Analysis, Insights and Forecast - By Type
  • 10.3.1. Video Mystery Shopping
  • 10.3.2. In-Person Mystery Shopping
  • 10.3.3. Telephone Mystery Shopping
  • 10.3.4. Online Mystery Shopping
  • 10.3.5. Multiple Touchpoint Mystery Shopping
• 10.4. By Market Analysis, Insights and Forecast - By Country
  • 10.4.1. UAE
    • 10.4.1.1. Market Analysis, by Service
      • 10.4.1.1.1. Banking and Finance
      • 10.4.1.1.2. Retail
      • 10.4.1.1.3. Hospitality
      • 10.4.1.1.4. Automotive
      • 10.4.1.1.5. Others
  • 10.4.2. South Africa
    • 10.4.2.1. Market Analysis, by Service
      • 10.4.2.1.1. Banking and Finance
      • 10.4.2.1.2. Retail
      • 10.4.2.1.3. Hospitality
      • 10.4.2.1.4. Automotive
      • 10.4.2.1.5. Others
  • 10.4.3. Rest of Middle East & Africa
    • 10.4.3.1. Market Analysis, by Service
      • 10.4.3.1.1. Banking and Finance
      • 10.4.3.1.2. Retail
      • 10.4.3.1.3. Hospitality
      • 10.4.3.1.4. Automotive
      • 10.4.3.1.5. Others

11. Competitive Landscape

• 11.1. Mystery Shopping Services Market, Most Adopted Strategies, 2020-2024
• 11.2. Ranking Analysis, 2024

12. Company Profiles

• 12.1. Netrika
  • 12.1.1. Company Overview
  • 12.1.2. Business Overview
  • 12.1.3. Product Portfolio
  • 12.1.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.1.5. Recent Developments
  • 12.1.6. SWOT Analysis
• 12.2. BARE International
• 12.3. BestMark
• 12.4. IntelliShop
• 12.5. Sinclair Customer Metrics
• 12.6. Signature Worldwide
• 12.7. Appexigo (India)
• 12.8. GAPbuster Worldwide Pty
• 12.9. ACE Mystery Shopping
• 12.10. Secret Shopper

13. Strategic Recommendations