Highlights. As many as 91% of retail consumers are omnichannel shoppers.
- Omnichannel consumers shop 70% more frequently than single-channel shoppers.
- Shoppers are 14.5% more likely to purchase from stores that offer omnichannel pick-up services (such as curbside pick-up).
- Omnichannel customers spend an average of 16% more per order than single-channel shoppers.
- 68% of consumers visit a retailer’s website as part of their in-person shopping journey.
Omnichannel Sales Statistics
Sales rates among businesses using multiple integrated service channels are consistently higher than those among single-channel or multichannel stores.
- Converting a single-channel customer to omnichannel increases their shopping frequency and basket size by 8%.
- The “click-and-collect” retail market, including curbside pick-up and buy online, pick up in-store (BOPIS), sales are projected to total $154.3 billion in 2025, up 16.2% YoY.
- Click-and-collect sales are estimated to represent 19.9% of multichannel e-commerce sales in 2025.
- Click-and-collect sales increased 105% in 2020, while growth is expected to slow to 16.2% in 2025.
Multichannel Sales Statistics
While an omnichannel strategy engages consumers using multiple channels, a multichannel strategy gives consumers multiple single-channel options to engage with a retailer.
- Multichannel e-commerce sales are projected to total $775.7 billion in 2025, up 15.7% YoY.
- In 2023, multichannel e-commerce sales totaled $575.6 billion or 47.0% of all e-commerce.
- Multichannel e-commerce sales increased 17.2% in 2023 from $491.2 billion in 2022.
- The multichannel share of e-commerce sales increased 5.36% from 2022 to 2023.
Omnichannel Consumer Statistics
Among retailers, omnichannel browsing, ordering, and fulfillment increased consumer conversion rates and engagement.
- Among the Top 1,000 retailers, offering curbside pickup increased conversion rates by 25.8% in 2024.
- Shoppers interact with brands in an average of six (6) touch points in their typical purchase journeys.
- 23% of shoppers research products online and purchase in-store.
- 15% of consumers purchase items online for in-store pickup (BOPIS).
- 14% of BOPIS shoppers will buy additional items in-store when picking up online purchases.
- 12% of consumers return items to a retailer’s physical store after purchasing them online.
- 19% of consumers who see items in-store go on to purchase them online.
- As early as 2013, studies indicated retailers with strong omnichannel engagement retain 89% of customers (compared to companies with fewer points of engagement, which had an average consumer retention rate of 33%).
Omnichannel Consumer Shopping Habits
Most shoppers still prefer to purchase in-store as opposed to online.
- 55% of consumers visit a retailer’s website before shopping at a physical location.
- 25% of shoppers visit retailer websites while shopping in-store, and 13% will visit the website after leaving the store.
- 68% of consumers are likely to visit a physical retail store to find an item they saw online.
- 33.8% of shoppers report using omnichannel services because they are convenient; 33.2% do so because it saves them time.
- 59% of consumers visit stores to see and touch products they plan to buy online.
- 26.0% of consumers prefer shopping online and in-store in equal measure.
- 63.2% of omnichannel shoppers frequently or exclusively use the retailer’s app to make purchases.
Omnichannel Consumer Demographic Statistics
Younger consumers are more likely to visit a retailer’s website as part of their in-person shopping process than older consumers.
- 56% of shoppers born between 1997 and 2012 (often categorized as Generation Z) prefer shopping both online and in-store.
- 43% of Generation Z consumers value BOPIS, which is 13.2% higher than the rate among all consumers.
- 80% of shoppers aged 18 to 24 have visited a retailer’s website before, during, or after shopping at a physical location.
- 57% of consumers born between 1981 and 1996 enjoy a mix of both online and in-store shopping.
- 77% of consumers aged 25 to 34 and 75% of consumers aged 35 to 44 visit a retailer’s website in conjunction with shopping in-store.
- 58% of consumers born between 1965 and 1980 prefer a mix of online and in-store shopping.
- 64% of consumers aged 45 to 54 visit a retailer’s website in conjunction with shopping in-store.
- 56% of consumers born between 1946 and 1964 shop both online and in-store.
- Only 51% of consumers aged 55 to 64 visit retailers’ websites to guide in-store shopping.
Omnichannel Delivery Statistics
Brick-and-mortar stores generally offer more omnichannel delivery services now than they did prior to 2020.
- Among the Top 1,000 retail chains, 77.2% offered buy online, pick up in-store (BOPIS) in 2024, down 1.40% YoY.
- Compared to its peak in 2022 (80.0%), the share of retailers offering BOPIS has decreased by 3.50%.
- Also in 2024, 24.8% of retailers offered curbside pickup, down 1.98% YoY.
- Since 2020, when 55.1% of retailers offered this omnichannel service, the rate of stores offering curbside pickup has decreased by 55.0%.
- 26.5% of consumers who use BOPIS or curbside pickup say they do so because they need products sooner than shipping would allow.
- 30.9% of online shoppers are more likely to make a purchase if they can return items to a physical location.
- 22.7% of e-commerce consumers are more likely to purchase if they can BOPIS; 17.4% would be more likely if curbside pickup were available.
Omnichannel In-Store Statistics
Implementing an omnichannel strategy leads to an increase in both in-store and online sales.
- Opening a new brick-and-mortar store leads to a 37% increase in web traffic and a 6.9% increase in online sales in the trade area surrounding the store.
- For emerging retailers that open a new physical store, online sales increase by 13.9%.
- After closing a physical location, retailers experience an 11.5% decrease in online sales in the store’s surrounding area.
- When consumers spend $100 online and then visit the retailer’s physical location within 15 days, they spend an additional $131.
- When a consumer spends $100 in a physical retail store and then visits the retailer’s online store, they spend an additional $167.
- The average online order size increases 10.6% from $94 to $104 for established retailers that open a new physical store.
- Among emerging retailers, average online order size increases 8.11% from $111 to $120 after opening a new physical location.
- 65.5% of large retailers offer in-store stock status on their websites, up 36.2% from 2020.
Omnichannel Product Category Statistics
Many consumers shop both online and in-store or purchase online and pick up in-store.
- 40% of consumers shop for home goods in stores and online in equal measure.
- 25% of consumers are hybrid shoppers for apparel and footwear.
- 22% of consumers are hybrid shoppers for personal care and beauty.
- 20% of consumers are hybrid shoppers for groceries.
- Department stores experience the most online revenue growth after opening a new physical location with a 50.6% increase in online sales.
- Apparel retailers experience an 11.6% increase in online sales after opening a new physical store.
- Online sales increased by 9.9% for home goods retailers and 4.8% for discount stores after opening a new physical store.
- Big box retailers experience a 30.6% increase in online order size after opening a new physical store, while home goods retailers see an increase of 25.3%.
- Over 90% of U.S. grocery consumers are omnichannel shoppers.
- From 2024 to 2025, the share of food purchases taking place online increased 18% to represent 10% of grocery sales.
- 41% of online shoppers consider the quality of a retailer’s app when choosing what physical stores to shop at.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.
Sources
- National Retail Federation
- International Council of Shopping Centers
- Statista, Industry Overview
- U.S. Census, Quarterly Retail E-Commerce Sales
- eMarketer, Ecommerce & Retail
- DigitalCommerce360, News
- McKinsey & Company, What is omnichannel marketing?
- SymphonyAI, The era of grocery innovation
- Marketing Week, Insight
- Think with Google, Marketing Strategies
- The Food Industry Association, Digital Engagement Transforms Grocery Shopping
- Morning Consult, Retail & E-commerce
- Scayle, US Shopper Survey
- RetailNext, US Consumer Sentiment Survey