Highlights. 73% of retail consumers are omnichannel shoppers.
- Omnichannel shoppers deliver a 30% higher lifetime return on investment than single-channel shoppers.
- Retailers using 3-or-more channels increase consumer engagement 251% more than single-channel retailers.
- Omnichannel customer engagement increases average sales revenue 9.5%.
- Shoppers are 19.2% more likely to purchase from stores that offer omnichannel pick-up services (such as curbside pick-up).
- Omnichannel retailers retain 91% more customers than single-channel stores.
Omnichannel Sales Statistics
Sales rates among businesses using multiple integrated service channels are consistently higher than those among single-channel or multichannel stores.
- Approximately 27% of retail sales are generated by omnichannel consumers.
- Companies with omnichannel customer engagement increase sales revenue an average 179% more than companies that do not implement similar strategies.
- Retailers that do not use an omnichannel strategy increase average sales revenue by 3.4% annually for a 64.2% slower revenue growth rate than omnichannel users.
- The “click-and-collect” retail market, including curbside pick-up and buy online, pick up in-store (BOPIS), sales totaled an estimated $113.2 billion in 2023, up 18.1% YoY.
- Click-and-collect represented 19.7% of multichannel e-commerce sales in 2023.
- Click-and-collect sales increased 104.5% in 2020.
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 totaled $575.6 billion in 2023 or 45.8% of all e-commerce.
- Multichannel e-commerce sales increased 17.2% from 2022 to 2023.
- In 2022, multichannel e-commerce sales totaled $491.2 billion, up 17.8% YoY.
- The multichannel share of e-commerce sales increased 7.58% from 2022 to 2023.
- 77% of retail companies store customer data across multiple channels.
Omnichannel Consumer Statistics
Among retailers, omnichannel browsing, ordering, and fulfillment increased consumer conversion rates, engagement, and retention.
- Among the Top 1,000 retailers, offering curbside pickup increased conversion rates 25.9%.
- Retailers with three-or-more channels have a 19.0% engagement rate while single-channel retailers have 5.4% consumer engagement.
- 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%).
- 90% of consumers expect a consistent brand experience regardless of purchase channel or device.
- Shoppers interact with brands in an average of six (6) touch points in their typical purchase journeys.
- Consumers are 90% more likely to purchase from a retailer with omnichannel marketing (e.g., social media marketing on multiple platforms).
Omnichannel Consumer Shopping Habits
Most shoppers still prefer to purchase in-store as opposed to online.
- 37% of shoppers research online and purchase in-store.
- 17% of shoppers research online and purchase online.
- 59% of consumers visit stores to see and touch products they plan to buy online.
- 18% of consumers who see items in-store go on to purchase them online.
- 77% of shoppers use Google to find information about local businesses’ brick-and-mortar locations.
- 27% of consumers regularly shop online and in-store in equal measure.
- 90% of consumers use multiple devices to complete a task such as making a purchase; 98% of which use multiple screens on the same day.
- 43% of online shoppers make purchases from bed.
- 23% of online consumers shop from the office and 20% shop from the bathroom or the car.
Omnichannel Consumer Demographic Statistics
Younger consumers are more likely to primarily shop omnichannel or an equal hybrid of in-store and online.
- 36% of shoppers born between 1995 and 2003 (often categorized as Generation Z) regularly shop both online and in-store.
- 33.3% more Generation Z consumers shop hybrid compared to all shoppers.
- 30% of consumers born between 1980 and 1994 regularly shop both online and in-store.
- 23% of consumers born between 1965 and 1979 regularly shop both online and in-store.
- 18% of consumers born between 1946 and 1964 regularly shop both online and in-store.
- Among shoppers born between 1980 and 1994, 60% expect omnichannel marketing to deliver a consistent brand experience.
Omnichannel In-Store Statistics
Implementing an omnichannel strategy leads to an increase in both in-store and online sales.
- Omnichannel retail strategies can boost in-store customer visits by 80%.
- Opening a new brick-and-mortar store leads to a 37% increase in web traffic and a 6.9% increase in online sales.
- 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.
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%.
Omnichannel Delivery Statistics
Brick-and-mortar stores generally offer more omnichannel delivery services now than they did prior to 2020.
- As of the 2021 holiday season, 35% of stores offer home delivery, up 21% YoY and 94% from 2019.
- 46% of stores offered buy online, pick up in-store (BOPIS) in 2021, up 10% YoY and 92% from 2019.
- 40% of stores offered buy online, ship from store in 2021, up 8% YoY and 48% from 2019.
- Before COVID-19, 18% of stores offered home delivery services.
- 24% of stores offered curbside pickup or buy online, pick up in-store (BOPIS) before COVID-19; 27% of stores offered buy online, ship from store.
- During COVID-19 quarantines, 27% of stores offered home delivery, up 50% from before the quarantines.
- 37% of stores offered curbside pickup or BOPIS during COVID-19, up 54.2%.
- 35% of stores offered buy online, ship from store, up 29.6%.
- 60% of consumers are more likely to purchase an item online if the retailer offers in-store returns.
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
- Uberall, The New Face of Local
- DigitalCommerce360, News
- MoEngage, Resources
- Business Wire, News
- Marketing Week, Insight
- Think with Google, Marketing Strategies
- Criteo, Global Commerce Review