by Nicolette V. Beard
January 13th, 2025
Blame it on Google.
They gave us instant answers and relevant ads to match our wants.
Mobile devices gave us 24/7 accessibility. Digital natives have known nothing else but always on unlimited access.
When marketing leaders combined technology with a digitally-linked culture, a new digital channel was born: omnichannel retailing.
The increasing penetration of digital channels, mobile devices, and social networking platforms collectively drives the demand for a seamless omnichannel experience. Brands understand that to remain relevant, they must be omnipresent.
Omnichannel shopping has become a key driver for customer retention.
According to CapitalOne Shopping Research, omnichannel retailers who get it retain 90% more customers than single-channel stores. Better still, retailers using three or more channels increase customer engagement by 250% more than single-channel retailers.
The numbers tell a compelling storey. But raw statistics only scratch the surface of the omnichannel revolution. Behind these figures lies a fundamental shift in how retailers think, operate and connect.
The transformation demands more than just adding digital touchpoints or modernising legacy systems. Success requires a complete reimagining of the customer journey.
Let's explore this new landscape and how leading retailers are navigating and turning omnichannel challenges into opportunities for growth.
What is omnichannel retail?
Omnichannel marketing is a comprehensive retail strategy that creates a unified, seamless customer experience across all shopping channels — digital platforms, mobile apps and physical stores. Unlike multichannel retail, which operates different channels separately, omnichannel integrates these touchpoints into one cohesive ecosystem.
This integration means customers can start shopping on a mobile app, check inventory at a local store, and complete their purchases in person while maintaining consistent pricing, promotions and service quality. The strategy transforms brick-and-mortar locations into hybrid spaces that complement digital channels through features like in-store pickup, mobile checkout and access to digital product information.
The approach generates valuable customer data, enabling retailers to track shopping patterns, optimise inventory and personalise experiences. This data-driven insight helps businesses refine operations, boost customer satisfaction and increase retention rates.
Successful omnichannel implementation typically results in higher customer lifetime value, increased brand loyalty, and more efficient business operations through integrated inventory and customer relationship management systems.
Digital transformation has introduced retail strategies that brands have embraced to varying degrees. Mastering omnichannel retailing is different from adopting a multichannel or single-channel retailing strategy. We will cover each channel's unique attributes and benefits as we explore this subject.
Omnichannel retailing.
The real power of omnichannel lies in its unified approach to customer data and experience. When customers encounter an omnichannel retail experience, their shopping history, preferences and behaviour inform every touchpoint. Physical stores become extensions of digital channels. This integration helps businesses deliver personalised experiences and operate more efficiently, though it requires significant investment in technology and infrastructure to execute well.
The difference between omnichannel and multichannel retailing is integration versus separation. Think of omnichannel retail as a symphony in which all instruments harmonise to create one cohesive experience.
In contrast, multichannel retail operates like separate bands playing in different venues. While this approach still reaches customers across various platforms, it often creates inconsistent experiences as pricing, promotions and messaging vary between channels.
Benefits of omnichannel retailing
Omni is from the Latin omnis, which means all or everywhere. Hence, omnichannel retailing means to be everywhere (online and offline). The benefit of your omnichannel strategy of being everywhere all the time is the business value it creates:
Enhanced customer experience: A seamless shopping experience across channels lets customers interact with retailers however they prefer. They can browse products online, check in-store availability, and conveniently pick up purchases. This flexibility, consistent pricing and service quality create a frictionless shopping journey that meets modern consumer expectations.
Improved brand loyalty: Customers develop stronger brand connections when they encounter consistent messaging and personalised interactions across all touchpoints. The cohesive experience builds trust and familiarity, encouraging repeat purchases and brand advocacy. Integrated loyalty programs that work across channels further strengthen these relationships.
Higher conversion rate: By collecting and analysing customer data across touchpoints, retailers can identify and remove friction points in the purchase journey. This insight enables targeted marketing, personalised recommendations and streamlined checkout processes. The result is higher conversion rates as customers encounter fewer obstacles to completing their purchases.
Streamlined operations: Integrated channel management creates operational efficiencies through unified inventory tracking, centralised customer data and coordinated marketing efforts. This system-wide integration reduces costs, minimises errors and enables faster response to market changes and customer needs.
Improved customer experiences, operational efficiency and data-driven insights represent the three prongs of a solid omnichannel strategy.
Challenges of omnichannel retailing
While omnichannel retailing offers compelling benefits, organisations face several significant challenges in implementation and maintenance.
High implementation costs: Creating an integrated omnichannel system requires substantial investment in technology infrastructure, including new software platforms, hardware upgrades and system integration. These costs can strain budgets, particularly for smaller retailers competing with larger organisations' resources.
Complex data management: Managing customer data across multiple channels creates significant complexity. Retailers must maintain accurate, real-time information about inventory, customer preferences and purchase history across all touchpoints. Cohesion requires sophisticated data management systems and careful attention to data security and privacy regulations.
Time-intensive operations: Maintaining consistency across channels demands continuous monitoring and adjustment. Teams must coordinate pricing, promotions and messaging across platforms while ensuring inventory accuracy and fulfillment capabilities align with customers' expectations.
Dependency on technology: Success relies heavily on advanced technological solutions like Customer Relationship Management (CRM) systems, Enterprise Resource Planning (ERP) software and modern ecommerce and omnichannel platforms. These systems require ongoing maintenance, updates and technical expertise, creating additional operational complexity and cost considerations.
Multichannel retailing.
Like omnichannel, multichannel retail refers to selling across multiple channels. However, multichannel optimises by touchpoint rather than the customer journey. Because each channel is distinct, marketing efforts often happen in silos, diluting the overall brand message.
Multichannel retailing remains vital in today's ecommerce landscape because it meets customers where they prefer to shop.
Whether you sell to a business buyer or a consumer, as an ecommerce retailer, you are selling to a potential customer. Different customer segments prefer different shopping channels. Some B2B buyers want direct sales relationships, while others prefer self-service online portals. B2C customers might alternate between mobile apps, social media, and physical stores.
Relying on a single channel creates vulnerability. However, if one channel is disrupted, multiple channels can provide revenue stability and business continuity.
Key benefits of multichannel retailing
Think of multichannel retailing as having your products wherever your customers like to shop. While this approach requires more juggling than single-channel sales, it can open doors to remarkable business growth and stability.
Increased reach: By selling across platforms like Amazon, eBay, social media, and physical stores, businesses can connect with diverse customer segments. Each channel attracts different types of shoppers, expanding the potential customer base beyond what a single channel could achieve.
Diversified revenue streams: Operating across multiple channels reduces business risk by preventing overreliance on a single sales platform. Multiple channels also provide revenue stability and business continuity if one channel is disrupted.
Improved customer experience: Different customers prefer different shopping methods. Some value the convenience of mobile apps, while others prefer in-store experiences or online marketplaces. Modern buyers expect businesses to be accessible through their preferred channels. B2B buyers particularly expect both digital and traditional purchasing options.
Data-driven insights: Each channel provides unique customer behaviour data, helping businesses understand preferences across different platforms. This information enables retailers to optimise each channel's product offerings, pricing strategies and marketing campaigns.
Challenges of multichannel retail
Managing multiple retail channels comes with distinct operational hurdles that businesses must navigate carefully, such as:
Operational complexity: Running multiple sales channels means juggling different inventory systems, fulfillment processes and customer service platforms. Without robust management tools, tasks like tracking stock levels and processing orders across platforms can become overwhelming and error-prone.
Brand consistency: Each channel must often develop its personality, leading to disconnected customer experiences. Pricing, promotions and messaging can drift apart across platforms, confusing customers and weakening brand identity.
Resource intensive: Multiple channels demand more staff, training and technological infrastructure. Teams need expertise in various platforms, from marketplace management to social media selling, stretching resources thin.
Data silos: When channels operate independently, customer data gets trapped in separate systems. This fragmentation makes it harder to understand customer behaviour, track performance metrics, and make informed business decisions based on incomplete data.
Single-channel retailing.
Unlike omnichannel and multichannel sellers, single-channel retailing means focusing your business efforts on selling through just one primary sales channel, whether a brick-and-mortar store, an ecommerce website or a social media platform. Some sellers limit their activities to their ecommerce storefront, while others rely on the Amazon marketplace.
When you concentrate on a single channel, you can direct all your resources, attention and expertise toward perfecting that one sales avenue. For small businesses and startups, it allows for better cash flow management — you're not trying to maintain inventory and operations across different platforms simultaneously.
Advantages of single-channel retailing
Single-channel retailing offers several key advantages that build upon its fundamental simplicity. Here are some key benefits to adopting this strategy:
Focused strategy: A focused strategy allows businesses to excel in their chosen channel. By concentrating all resources on one platform, companies can perfect their inventory management, develop targeted marketing campaigns, and build stronger customer relationships. This specialisation often leads to better execution and higher customer satisfaction.
Lower costs: The cost benefits are substantial. Operating in a single channel eliminates the need for multiple software systems, different types of training programs, and varied infrastructure investments. Reduced overhead benefits small businesses and startups working with limited capital.
Streamlined operations: Operations become remarkably efficient when managing just one channel. Sales tracking, performance metrics and inventory management all flow through a single system, making it easier to spot retail trends and make data-driven decisions. This streamlined approach reduces errors and improves response times to market changes.
Clear brand identity: Brand consistency naturally follows when focusing on a single channel. Without the complexity of maintaining different brand presentations across multiple platforms, businesses can develop a strong, clear brand voice that resonates with their target audience. This focused approach helps build brand recognition and customer loyalty more effectively.
Limitations of single-channel retailing
While single-channel retailing offers clear advantages, it comes with notable limitations that businesses should carefully consider.
Limited reach presents a significant challenge. By operating in just one channel, businesses miss potential customers who prefer shopping elsewhere. For instance, a purely online store might miss customers who prefer in-person shopping, while a brick-and-mortar-only business could lose younger, digitally native consumers.
Higher risk: Technical issues, platform changes or market shifts affecting your chosen channel can severely impact operations, and the risk factor increases substantially. Consider an online retailer solely dependent on Amazon — a change in Amazon's algorithms or fees could dramatically affect their business's profitability overnight.
Missed opportunities: Similar to limited reach, missed opportunities become increasingly apparent as consumer shopping habits evolve. Today's customers often switch between channels during their buying journey. A business operating in a single channel might lose sales when customers need help transitioning smoothly between online research and in-store purchases.
Slower growth potential: Growth potential is naturally constrained in single-channel retailing. While businesses can certainly scale within their chosen channel, they'll eventually hit a ceiling. This limitation becomes particularly evident when compared to multi-channel or omnichannel retailers, who can tap into various market segments and leverage multiple growth avenues simultaneously.
The value omnichannel commerce offers retailers and customers
Omnichannel commerce revolutionises retail by turning fragmented shopping channels into a unified customer experience. This integration allows retailers to capture valuable data from mobile browsing to in-store visits, creating personalised experiences that drive loyalty and sales.
The primary benefits include increased customer retention and higher profits. Research shows that businesses using omnichannel strategies retain 90% more customers than single-channel retailers. Even a modest 5% improvement in customer retention can boost profits by 25–95%.
Real-world success storeys demonstrate the impact of omnichannel. Veronica Beard's 2023 clienteling programme exemplifies this approach. The programme achieved a 35% conversion rate, with every fourth customer interaction leading to a sale. It generated 9% of all store sales and increased the average order value by 1.26x.
Here are several key factors that make omnichannel retailing particularly valuable in today's competitive digital environment.
Financial benefits.
An omnichannel approach transforms businesses financially through several interconnected benefits. When companies integrate their channels, operational efficiency rises through unified systems and streamlined workflows that reduce labour costs. This integration naturally leads to tech stack consolidation, where businesses can eliminate duplicate systems and decrease IT spending on licenses and maintenance.
The revenue impact becomes clear as customers engage across multiple touchpoints. Companies see meaningful sales growth when shoppers can seamlessly move between channels, typically spending more than those who stick to a single channel. The unified customer data created through channel integration enables valuable insights and personalisation opportunities that were impossible when data remained in silos.
This integrated approach proves especially valuable during economic downturns. Businesses can quickly shift resources between channels as market conditions change, maintain more efficient inventory levels, and preserve customer relationships through multiple touchpoints. This flexibility helps companies weather market turbulence more effectively than single-channel operations.
Meet customers where they are.
As ecommerce became table stakes, social channels leveraged a captive audience to deploy new commerce features, and marketplace traffic surged.
Where customer journeys used to be relatively linear, today, they're anything but. Customers might see ads on Facebook or Instagram, search on Google or Amazon, read reviews, visit stores or hear from friends. They might also shop using their computer, phone or TV.
Making shopping easy is key to success. Regardless of what customers might say, data shows they value convenience over quality — 77% of shoppers in the U.S. will give up on buying something if it's too hard. Shoppers want to save time and effort. The businesses that make shopping simple and convenient will win more customers.
Physical stores still matter. Research shows that while most people start their shopping discovery online, one in three still prefer to start at local stores.
Social media shopping is growing fast. TikTok Shop, in particular, enjoyed massive momentum during the holidays despite a potential ban in the near future.
Fashion and beauty brands flooded the platform to entice 170 million users to buy, and they were rewarded with over $100 million in sales on Black Friday alone.
Social media's influence extends beyond direct purchases. 84% of buyers research brands on social media before making a purchase.
A strong omnichannel strategy is sensitive to changing consumer behaviour. Tools like Google Analytics and customer data platforms (CDPs) help businesses understand the customer journey in two key ways:
Google Analytics shows businesses which channels bring customers to their sites (like social media, search or email), how customers move through their websites, and where they might get stuck or leave. This data helps identify which marketing efforts work best and where the buying process needs improvement.
CDPs combine data from all customer touchpoints, including website visits, store purchases, app usage and customer service interactions. This complete view helps businesses understand how customers interact across channels and personalise their experience. For example, if data shows that customers often research online before buying in-store, a company might improve its website's store locator and product availability features.
Together, these tools help businesses make smarter decisions about where and how to reach customers, ultimately meeting customers where they are.
Stand out in a crowded playing field.
With more retailers vying for online attention, standing out requires a more resonant brand, better shopping experience and excellent service.
Businesses that can pivot to an omnichannel online shopping method can immediately set themselves apart from other brands, especially when compared to those reluctant to leave the traditional brick-and-mortar store experience.
A move to omnichannel is an immediate differentiator. It can boost your existing customer base while opening yourself up to a new market.
To truly stand out, you must adapt to new consumer needs and behaviors and recalibrate your understanding of your target consumer. Some of what you've always known about your customers may have changed — use data to understand if you'll need to rethink any of the following:
Product assortment.
Sales channels.
Advertising channels.
Messaging.
Leaning on data consistently will give you a better chance of weathering any unforeseen changes.
Analyse data for business impact.
As online channels play an increasingly central role in shopping journeys and consumer behaviour, retailers may need to rethink their marketing strategies to stay competitive. By analysing your data, you can pinpoint the areas where your efforts will have the most significant impact.
In today's digital landscape, data analytics provides crucial performance insights through key metrics like conversion rates, customer acquisition costs and channel attribution. These metrics reveal not just current performance but opportunities across the omnichannel continuum. Analysing customer lifetime value, cart abandonment rates and cross-channel engagement patterns helps businesses identify friction points and optimise their marketing mix for maximum ROI.
Controlling your brand's data stream gives you a unified view of your marketing efforts across platforms. Data lakes and business intelligence tools like Power BI or Tableau enable real-time visualisation and analysis. For example, a retailer using predictive analytics might notice that customers who browse online before visiting stores have 30% higher purchase values. This insight could lead to sending SMS notifications when loyal customers are near the store's proximity, enhancing the shopping experience and increasing satisfaction.
The move to omnichannel may be challenging. However, given the need for consistent cross-channel collaboration, optimising your data can streamline the process and ensure that nothing is lost in translation.
While optimising data workflows is crucial, compliance with privacy regulations is equally important. GDPR in Europe, CCPA in California, and PIPEDA in Canada mandate careful handling of personal data. Implementing robust data governance frameworks helps businesses balance innovation with privacy protection while avoiding costly penalties and reputational damage.
Data-driven decision-making enables agile response to market changes. By transforming raw data into actionable insights through advanced analytics, businesses can quickly adjust inventory levels, optimise pricing strategies and personalise customer experiences across channels. This adaptability is essential for maintaining a competitive advantage and meeting customers where they are, wherever they shop.
Elevate personalisation.
In today's omnichannel ecosystem, businesses collect valuable data across physical stores, ecommerce platforms and social media interactions. By analysing these touchpoints effectively, companies gain deep insights into customer preferences, shopping patterns and pain points, enabling them to craft personalised experiences that resonate with individual shoppers.
As a result, businesses can elevate personalisation beyond basic product recommendations. For example, a beauty retailer could combine purchase history, browsing behaviour and skin type data to create customised skincare routines and product bundles. According to a report by McKinsey, 71% of consumers expect personalised interactions, and 76% get frustrated when this doesn't happen.
You can even build a curated experience for each shopper with the right marketing automation. Robust tools like CDPs help segment audiences, automate personalised communications, track engagement metrics and unify customer data across channels to deliver targeted, more meaningful messaging.
Customers want to feel valued, but building trust is crucial to long-term success. Businesses must maintain transparent data practises through clear privacy policies and give customers control over their information-sharing preferences. When done right, personalisation builds lasting customer relationships. Customers who feel understood are likelier to remain loyal and engage regularly with your brand.
Different avenues of omnichannel
Omnichannel success relies on how customers interact with a range of channels. Each channel serves different shopping needs — marketplaces let people compare prices and get detailed product information, while social media platforms build relationships through engaging content and direct messaging. Search provides instant answers and relevant ads. The key is making all channels work together as one system with consistent messaging.
Marketplaces.
Digital marketplaces are a cornerstone of modern omnichannel retail strategy. They provide businesses instant access to millions of active buyers and robust built-in infrastructure. These platforms offer everything sellers need, from shipping and returns to customer service and marketing tools, minimising cash outlay while quickly growing their base.
By joining online marketplaces like Amazon, Walmart and eBay, businesses can expand their reach, tap into new markets and gain a competitive foothold. They also benefit from the halo effect of established trust and brand recognition.
Amazon
Perhaps the most famous example of a booming omnichannel-enabling marketplace is Amazon. Starting as a simple online bookstore, Amazon has grown into the largest online marketplace in the world.
Marketing products on Amazon gives businesses access to:
Approximately 2.45 billion monthly visitors, dwarfing other online marketplaces for traffic.
Amazon's fast, reliable fulfillment centre, regardless of where you sell.
More than 200 million Amazon Prime members.
One of the largest data gathering centers in the world.
Walmart
Walmart needs no introduction. As one of the largest retailers in the world, incorporating it into your omnichannel strategy can help businesses broaden their reach.
Massive reach: Walmart.com has 138 million unique monthly visitors.
Fast delivery and returns: In-store pickup, free next-day and 2-day delivery options, easy return policy.
Seller tools: Offers robust advertising, reporting and analytics.
Mercado Libre
Known as the "Amazon of Latin America," Mercado Libre can help businesses unlock the omnichannel opportunity across borders.
Ecommerce sales for 2023 hit the $272 billion mark in Latin America. With projected growth forecast to soar 44 percent by 2029, this region should be a key consideration for your global ecommerce strategy. Here are two facts to entice you.
Latin America's No. 1 ecommerce marketplace.
Operating in 33 countries and reaching 635 million shoppers.
Social commerce.
Social media platforms such as Facebook, Instagram and TikTok provide another avenue for omnichannel businesses. Companies can expand their reach into previously untapped markets through digital advertisements on these platforms and mobile apps.
Once used primarily by individual users, Facebook drives significant sales through its marketplace and has grown to include larger businesses.
Facebook's recent Meta rebranding is also significant for omnichannel-based organisations, as Meta will also be associated with the channel metaverse. The latest data shows that Meta brands reach a combined 3.6 billion people monthly. Facebook alone reached an average of 12.5 billion monthly visitors.
With 2.2 billion monthly visitors, TikTok has emerged as the world's most dynamic digital discovery engine.
Recognising the platform's potential, BigCommerce has partnered with TikTok to offer TikTok for Business. This collaboration provides merchants in the US, UK, Australia and Canada with a free, one-click integration through Channel Manager, lowering the barriers to entry for businesses seeking to leverage this innovative marketplace.
Organisations have a real opportunity with social commerce, and those that aren't participating stand to miss out on a significant revenue stream, especially when considering that:
73% of shoppers across markets purchased in-store after finding or discovering the item on social media.
66% of Gen Z Shoppers use social media to research a product before purchasing it.
Search.
With millions of people turning to Google daily, placing ads and listings on Google is the perfect growth opportunity to showcase your brand and products to the right shoppers at the right time.
75% of global shoppers used a Google product in the past week to help with shopping.
59% of shoppers surveyed say they use Google to research a purchase they plan to make in-store or online.
76% of consumers enjoy making unexpected discoveries when shopping.
How to build an omnichannel strategy
A valid omnichannel strategy connects every way customers engage with your brand — from your mobile app to your physical store to your social media presence — into one cohesive experience that feels natural and intentional. While the concept is straightforward, effectively integrating these elements requires careful planning and coordination.
Your path to building this unified presence will be distinctly yours, shaped by your business's particular strengths and customer needs. Let's explore the seven key areas that will help you craft a strategy that resonates with your audience and drives actual results.
1. Segment your customers.
You can segment your customer base in several ways — you'll have to determine which will work best for your business. Also known as market segmentation, the goal is to identify distinct groups within your target market to further personalise your offering to them.
Segmenting your customers allows you to build a better, more tailored strategy to reach different groups instead of a broad, one-size-fits-all option.
Here are a few identifiers merchants use to segment their customers:
Income.
Geographical area.
Generation (e.g., Gen Z, Millennials, Gen X, Baby Boomers).
Online behaviour.
Values.
Interactions with marketing campaigns.
Once you've identified clear customer segments, you can examine how to position your offer to each one more deeply.
2. Determine which channels each customer segment uses.
Customer segments exhibit distinct shopping preferences across channels — from speciality retailers and Amazon to Instagram and physical stores. Channel strategy should align with these natural behaviors.
Data analysis can validate channel selection through multiple indicators:
Website analytics reveal traffic sources.
Sales data show conversion points.
Customer surveys provide direct feedback on shopping preferences.
Focus resources on channels demonstrating measurable success with target segments using qualitative and quantitative metrics. Regular performance monitoring enables strategic refinement and optimal marketing spend allocation.
3. Map the customer journey.
A merchant should track how customers research and purchase items through multiple channels. Consider a customer seeking a fashionable gold watch:
Customers might look at style options on visual platforms like Pinterest or Instagram. Brand research often follows, with customers reading reviews and comparing prices across websites. Some visit stores to try products, while others purchase directly online after seeing targeted ads.
Determining the customer journey can reveal insights into a customer's thought processes and help organisations determine what is working and what is not.
There are countless ways that the customer's journey could have been waylaid or steps reshuffled, but the customer still expects a seamless experience. That's one of the biggest challenges of omnichannel — creating a unified path to purchase, says McKinsey.
Focus resources on channels showing consistent results. Luxury watch buyers may respond better to personalised emails and in-store experiences, while younger customers engage more through social media and mobile shopping.
4. Provide cross-channel customer support.
Customers expect seamless support across all shopping channels. With channel coordination, customers may be able to get help when problems arise.
For example, a customer who clicks a Facebook ad but needs help finding a product link needs clear direction on where to get support — through Facebook or the vendor's website. Poor coordination between support teams can frustrate customers and result in lost sales.
Unified customer service across all channels helps resolve issues quickly, no matter how customers discover or purchase products. Reliable support builds customer loyalty and encourages repeat business.
5. Integrate your technology.
As you start selling on multiple channels, you'll want a unified view of all available inventory in real time. Similarly, you'll want a single source of truth for product information — such as a PIM or comparable solution — so you don't have to enter product information individually on every channel you sell.
A data feed management service like Feedonomics can help unify your data across multiple channels. At the same time, a multichannel selling tool allows you to link and sync accounts across Amazon, eBay, Google and Walmart.
When your marketing and ecommerce efforts are closely tied together, you can aggregate your most essential data to assess performance better and identify opportunities.
Seamless hand-offs among channels represent a massive boon for customer support as well. If your phone agent knows about the email thread with a particular customer, they can pick up where the email left off. This connection helps customer service staff access complete customer histories and resolve issues faster.
Quality customer support represents a huge opportunity to create "Wow moments," McKinsey asserts, and encourage brand loyalty.
6. Take advantage of automation.
Business leaders often focus on urgent but low-impact work. Instead, they should identify and prioritise tasks that create lasting value. Management expert Khe Hy calls this "$10,000 per hour work" — activities that compound benefits over time and drive significant growth.
Intelligent automation frees time for strategic work. Here are key ways to automate effectively:
Deploy chatbots to handle basic support queries so that support staff can provide more focused attention to more complex issues.
Integrate your tech stack to enable data-driven decisions. This way, you can always have a real-time view of operations and make decisions based on aggregated data.
Create targeted messages based on customer behaviour to deliver more personalised marketing across the customer journey.
Recover abandoned purchases through automated reminders using an app integration.
Send personalised follow-up emails with relevant offers.
This approach lets staff focus on complex problems while automated systems handle predictable tasks.
7. Make testing a habit.
Testing should integrate seamlessly into daily operations rather than occurring only before launches.
A merchant should validate how customers interact with their site across devices, examine software performance during peak loads, and measure marketing effectiveness for different customer groups. Rather than treating these as separate activities, combine them into a systematic programme that provides continuous feedback.
Automated testing tools can track performance metrics and alert teams to issues before they affect customers. The key is selecting platforms that effectively consolidate data from all channels to enable quick analysis and improvements.
The future of omnichannel retail
The shift to digital retail accelerated dramatically in 2020, forcing retailers to adapt their business models quickly. Click and Collect (C&C) became essential rather than optional, with retailers scrambling to implement curbside pickup and expanded delivery options. Payment methods evolved to support this transition, with contactless payments, digital wallets and mobile payment solutions becoming mainstream.
The grocery sector provides a clear example of this transformation. Services like Instacart moved from a convenience to a necessity for many households. Thirty-four percent (34%) of US consumers regularly use this once-novel shopping method.
Traditional grocers partnered with delivery platforms or developed proprietary solutions, combining physical stores with digital ordering. Many stores now operate as retail spaces and micro-fulfillment centers for online orders.
As consumer behaviors have shifted notably, C&C shows no signs of slowing. The market is expected to reach $440.39 billion by 2032, disrupting outworn retail strategies.
Technology's ascendance.
The retail landscape has transformed as brands embrace digital hybrid shopping models that blend physical and online experiences. Virtual fitting rooms powered by augmented reality (AR) technology lets shoppers see how clothes, makeup or accessories would look on them using their device's camera. Retailers like Warby Parker blend online shopping with home try-on programs and physical stores, creating a seamless experience across channels.
These immersive technologies are bridging the gap between in-person and online shopping, reshaping how customers interact with products before purchasing.
Voice commerce and conversational AI are becoming increasingly sophisticated. Chatbots have evolved beyond basic customer service to track orders, handle returns, answer detailed product questions, and even assist with purchase decisions.
The market is experiencing significant growth due to the emergence of generative AI and is projected to grow from $13.2 billion in 2024 to $49.9 billion by 2030.
Voice assistants like Alexa and Google Assistant enable hands-free shopping, from creating shopping lists to completing purchases. Smart speakers are evolving into personal shopping assistants, offering product recommendations and price comparisons.
The rollout of 5G networks has revolutionised the retail landscape. Their increased speed and uptime enabled more advanced retail capabilities like
Instant updates to mobile shopping apps
Seamless AR/VR experiences without lag
High-definition video shopping assistance
Real-time inventory tracking through IoT devices
Innovative shelf technology is transforming physical stores into connected spaces. These systems adjust real-time pricing, track shopping patterns, and automatically monitor stock levels.
The combination of these technologies creates a more fluid shopping experience. For instance, a customer might start their journey by asking their voice assistant about a product, then use AR to visualise it in their space, chat with an AI assistant about specifics, and finally complete their purchase — all while the retailer's IoT systems ensure the item is available for immediate pickup at their nearest store.
These innovations are not just about convenience; they're creating new ways for brands to engage with customers and gather valuable data about shopping behaviors and preferences. The key challenge for retailers is integrating these technologies seamlessly while maintaining a consistent brand experience across all channels.
Embrace trends.
The digital retail evolution continues, with AI and machine learning being used to deliver hyper-personalisation and eco-friendly options.
These technologies analyse vast customer data, from browsing patterns to purchase history, to predict needs and preferences accurately. Retailers now use AI to create personalised shopping experiences that adapt quickly.
Dynamic pricing systems powered by AI continuously adjust prices based on factors like demand, competition, inventory levels and even weather patterns. For example, a retailer might automatically adjust prices for winter clothing based on an upcoming cold front. Grocery retailers are using cutting-edge AI to modify pricing for perishable items as they near expiration to optimise sales and reduce waste.
Real-time inventory management has become crucial in this integrated approach. When a customer purchases an item online, inventory levels update immediately across all channels. This precision prevents overselling and enables quick shipping. Similarly, when an item is sold in-store, online availability updates instantly.
The future of retail lies in fully integrated commerce systems that eliminate the boundaries between physical and digital shopping. These unified systems instantly synchronise data across all channels, ensuring consistency whether customers shop in-store, online or through a mobile app.
Prepare for the future.
Businesses must evolve their omnichannel strategies while relentlessly focusing on customer needs. Developing organisational agility is crucial in this quest.
Retailers need infrastructure and processes that rapidly incorporate new technologies and respond to shifting customer behaviors. Due to market changes, Target embarked on a large-scale digital transformation journey, transforming its stores into fulfillment hubs and expanding same-day delivery options. Their guest-centric AI approach helps foster an emotional connection with customers and delivers exceptional experiences.
Customer feedback has become increasingly vital in shaping omnichannel strategy. Best Buy demonstrates this by continuously refining its digital services based on customer input, improving its curbside pickup process and improving the functionality of its mobile app. These changes resulted from actively monitoring customer satisfaction across all channels, and by embracing innovation, their economic future looks bright.
Exploring emerging channels presents significant opportunities. TikTok Shop has shown promising results for early adopters like Nike, which leveraged the platform's unique features for product launches and exclusive drops. Similarly, WhatsApp Commerce has proven successful for companies like Adidas, which uses it as a direct communications channel and offers seamless purchasing.
Future success in retail requires balancing established channels with emerging opportunities. Businesses must remain attentive to customer preferences and be ready to pivot when new technologies or platforms emerge. Being prepared means maintaining robust core operations while allocating resources for experimentation and innovation.
The key is creating a flexible foundation that can evolve with customer needs and technological advances rather than trying to predict exact future trends. Companies that master this balance will thrive in the ever-changing online landscape.
Connected commerce is here.
Connected commerce merges physical stores with digital experiences powered by AI, augmented reality and real-time data. What began as convenient add-ons like curbside pickup and virtual try-ons are now essential services customers expect.
Success depends on retailers quickly adapting to new technology and changing customer needs while maintaining seamless connections between online and in-store experiences.
This retail revolution is changing how we buy and fundamentally reshaping how brands and customers connect.
Those who embrace emerging platforms, maintain strong customer feedback loops, and focus on creating personalised shopping experiences will thrive.
How BigCommerce supports your omnichannel strategy
The journey to omnichannel excellence isn't just about technology — it's about empowering brands to innovate and adapt. Whether expanding into direct-to-consumer markets, streamlining B2B operations, or bridging the digital-physical divide, successful businesses need a stable and flexible foundation. BigCommerce, in partnership with Feedonomics, supports current operations and enables future growth by opening new channels and markets.
The following case studies reveal how diverse businesses have transformed operations, increased customer engagement and achieved sustainable growth through unified commerce. Their experiences offer practical insights for organisations seeking to thrive in an increasingly connected retail world.
Houzer.
US supplier Houzer and its global group, Hamat, are kitchen and bath powerhouses. Despite dominating online marketplaces like Amazon and Home Depot, they faced a crucial gap: no direct-to-consumer presence. With ambitious plans to expand their catalogue and launch a DTC site, they needed the perfect tech stack to make it happen.
The clock was ticking. With Houzer's new DTC site set to debut at an upcoming ecommerce conference, transforming their outdated system seemed nearly impossible. Enter BigCommerce and Feedonomics — the dynamic duo up for the challenge.
In less than 60 days, Houzer accomplished the seemingly impossible: evolving from a B2B-only to a full-fledged DTC operation. The migration handled their complex portfolio while supercharging site speed, and thanks to Feedonomics, they gained the power to manage products across 100+ channels without breaking the bank.
Kintec.
Since 1991, Kintec Footwear and Orthotics have dominated the Canadian footwear scene, boasting twelve locations, an unmatched inventory of speciality and running shoes, and cutting-edge orthotics expertise.
Despite their established online presence, Kintec set their sights on something grander: crafting the ultimate omnichannel experience. However, their platform's limitations — sluggish performance, security concerns, and speed issues — stood in their way.
At the heart of Kintec's innovation is its groundbreaking 3D FitScan™ System, revolutionising how customers find their perfect fit. In mere seconds, this technology creates precise 3D foot models and harnesses AI to match customers with ideal shoes. The company is working with BigCommerce to integrate this technology online to create a seamless bridge between in-store and digital shopping.
Kintec ultimately selected BigCommerce as its platform partner, citing its robust omnichannel capabilities.
Wovenbyrd.
From day one, Wovenbyrd broke the traditional furniture retail mould. Instead of launching with a storefront, they cleverly carved their niche through marketplaces like Wayfair before conquering Amazon, Overstock and Target. With this success, founder Baucum set their sights on an ambitious new frontier: direct-to-consumer sales.
But there was a snag. Wovenbyrd's existing platform was unstable and limiting, like trying to build a mansion on quicksand. Enter BigCommerce, a platform that promises room to grow and the strength to support its vision.
Working with their agency partner, Wovenbyrd didn't just build a website — they crafted two distinct shopping experiences. While everyday customers browse their DTC storefront, business clients step into the exclusive world of Wovenbyrd Trade, complete with VIP perks like custom pricing, special discounts, and tailored shipping options. BigCommerce's sophisticated B2B Edition powers all of this.
While Wovenbyrd has yet to utilise all of BigCommerce's capabilities, they view the platform as a long-term investment supporting their continued expansion in DTC and B2B markets.
Tradelink.
For a century and a half, Tradelink has been the cornerstone of Australia's plumbing industry. They built their reputation on convenience and time savings for tradespeople and home renovators. When it came time to develop a new website, they sought to translate this commitment to customer service into the digital realm.
Their previous online presence wasn't cutting it — static pages and basic ecommerce weren't enough for an industry leader like Tradelink. They needed a dynamic platform that could match the energy and expertise of their busy stores, bringing that signature personalised service online.
Imagine navigating a massive catalogue of over 15,000 products quickly — ease of use is precisely what Tradelink delivered. But they didn't stop there. Their innovative virtual showroom takes online shopping to the next level, connecting customers directly with expert consultants at the click of a button.
By partnering with BigCommerce, they gained access to cutting-edge tools that delivered the lightning-fast performance and seamless connectivity their customers deserve.
While proud of its digital transformation, Tradelink recognises that success requires continuous adaptation to evolving customer needs and technological capabilities. As it continues this journey, BigCommerce will remain its trusted partner in supporting future innovations.
Beer Cartel.
From humble beginnings at bustling Australian beer festivals, Beer Cartel carved out its niche in the craft beer scene. Festival-goers quickly became passionate advocates, spreading the word about this innovative beer club and its curated gift offerings.
The company's early digital ventures led them through two different ecommerce platforms. While these initial forays into online retail provided valuable lessons, the limitations of these platforms became increasingly apparent as Beer Cartel's ambitions grew.
Determined to find the perfect digital home for their burgeoning business, Beer Cartel launched an exhaustive search for a more powerful ecommerce solution. BigCommerce emerged as the clear winner, impressing not only with its robust built-in capabilities and stellar support team but also winning over Beer Cartel's developers with its remarkable flexibility.
This adaptability proved crucial for crafting custom solutions to handle their ever-changing inventory of craft brews.
Today, Beer Cartel's digital presence thrives on BigCommerce's scalable architecture. The platform's sophisticated integration tools have streamlined its operations, while its extensive array of plug-and-play features positions the company perfectly for future growth.
Final word
The digital revolution hasn't stripped retailers of control — it's given them more tools than ever to shape customer experiences. While Google and other tech giants sparked changes in shopping behaviour, successful retailers have learned to harness these shifts rather than being controlled by them. By connecting physical stores, online platforms and mobile experiences into one seamless system, businesses can meet customers wherever they shop.
The rise of omnichannel retail isn't just about adding digital touchpoints — it's about reimagining how customers discover, research and buy products. Retailers who embrace this change are seeing higher customer loyalty and better sales. They're using data to understand shopping patterns, automate routine tasks, and create personalised experiences that keep customers coming back.
The future belongs to retailers who can blend traditional service with digital innovation. Whether through virtual fitting rooms, voice shopping or seamless pickup options, successful businesses are proving that technology enhances rather than replaces the human touch in retail. The key is building flexible systems that can grow and change as customer needs evolve.
In the end, retailers still control their destiny. Those who understand their customers, use data wisely, and create unified shopping experiences across all channels will thrive in this new retail landscape. The tools may have changed, but the core mission remains the same: meeting customer needs in the most convenient and engaging way possible.
