Omnichannel trends to watch in 2025: Boosting revenue with seamless shopping experiences

The concept of “omnichannel” has evolved from buzzword to business imperative. Omnichannel refers to the need for online retailers to go beyond the physical store and desktop website as their brand’s only customer touchpoints, and extend a connected shopping experience across different digital channels. 

In omnichannel ecommerce infrastructure, customers are able to engage and purchase services and products via desktop, tablet, mobile, wearable, in-store display, and so on. With up to 75% of purchasing journeys now taking place in omnichannel environments — brands need to be prepared to keep pace with their customer’s online shopping preferences. 

With that in mind, this guide aims to provide insights into the key trends shaping the future of omnichannel marketing and retail — so that you can take control of your digital-content strategy, enhance customer experiences, and boost revenue.

Let’s dive in.

1. The consumer journey continues to become more omnichannel

The trend toward omnichannel customer journeys is growing — and retailers are increasingly focused on providing connected shopping experiences across every channel — whether that be online, mobile, wearable, or in physical stores. 

Fundamental to the shift toward omnichannel is the seamless integration of different channels. Customers expect flexibility and convenience from their digital journeys, and omnichannel means that they can browse products online, make purchases on mobile apps, and return items in-store — all with the same level of service and brand consistency.

In other words: they want the ability to shop anytime, anywhere, and through any device or platform. An effective omnichannel strategy addresses that desire by providing continuity across multiple touchpoints, and integrating customer data from various sources.

Retailers that adopt an omnichannel approach often see increased sales and customer loyalty. That’s because customers who shop across multiple channels tend to spend more and shop more frequently than those who use a single channel.

To summarize, the trend toward a more omnichannel consumer journey is about meeting consumers' demands for a flexible, convenient, and personalized shopping experience. It's a strategy that not only enhances the customer experience, but drives growth and competitive advantage for retailers.

2. Personalized shopping journeys are becoming the new normal

Retailers are increasingly using customer data to offer personalized experiences for online shoppers — a trend which enhances customer engagement and loyalty.

• Understanding customer preferences: Retailers are collecting and analyzing data on customers' behaviors, preferences, and past purchases in order to understand what those customers want from their shopping journeys. This process enables brands to tailor their offerings to each customer's specific needs and tastes.

• Tailored marketing and promotions: Based on the collected data, retailers can send personalized marketing messages and promotions to customers. For example, if a customer often buys skincare products, a retailer might send them special offers on new skincare items.

• Enhanced shopping experience: Personalization enhances the shopping experience by making it more relevant and engaging for customers. When customers feel understood and valued, they're more likely to have a positive perception of the brand and stay loyal to it.

• Use of technology: Retailers are using artificial intelligence (AI) and machine learning algorithms to analyze large volumes of customer data and predict future shopping behaviors. This allows them to offer even more personalized experiences.

• Omnichannel personalization: The personalization strategy extends across all channels — online, mobile, and physical stores. This ensures a consistent and seamless shopping experience, regardless of how or where a customer chooses to shop.

Effectively, personalized omnichannel shopping journeys are becoming the new normal because they provide a win-win situation for both retailers and customers. Retailers benefit from increased sales and customer loyalty, while customers enjoy a more relevant and engaging shopping experience.

3. Online and offline experiences need to be integrated

Online retailers are blurring the lines between online and offline shopping as they work to create a seamless customer experience across all touchpoints.

The goal here is to provide a unified shopping experience, in which customers are able to switch effortlessly between online and offline channels. For example, a customer might research a product online, try it in-store, and then make the purchase on a mobile app.

One of the foundations of this kind of experience is buy online, pick up in store (BOPIS). This strategy has gained popularity because it combines the convenience of online shopping with the immediacy of in-store pickup. Customers can avoid shipping fees and delays, and retailers can drive additional in-store sales when customers come to pick up their items.

Moreover, retailers are integrating online and offline customer data in order to understand shopping behaviors and preferences better. This type of integration enables brands to offer personalized experiences and recommendations across all channels, and also allows for seamless transactions. For example, customers can return online purchases in-store, making the process more convenient for them.

All of which is to say that integrating online and offline experiences is about creating a consistent and seamless customer journey. It's a strategy that meets customers' collective demand for flexibility and convenience, and drives growth and competitive advantage for retailers.

4. Omnichannel fulfillment

Omnichannel fulfillment is a key trend in the retail industry, representing an evolution in the way retailers manage their logistics and supply chains to meet customer needs seamlessly across shopping channels.

This approach involves integrating all aspects of the supply chain, from inventory management to order fulfillment, across online and offline sales channels. For example, a customer might order a product online and choose to pick it up in-store, or buy in-store and have it delivered to their home. By integrating supply chains, retailers can optimize their logistics operations and reduce costs. They could, for example, use stores as mini-distribution centers to fulfill online orders, reducing shipping times and costs.

Omnichannel fulfillment also enhances the customer experience by offering greater convenience and flexibility. Customers can choose the most convenient way to receive their purchases — whether that's home delivery, in-store pickup, or even curbside pickup.

At the same time, retailers are using sophisticated technology to track inventory levels, in real time, across all locations and channels. This not only ensures that products are available where and when customers want them, but reduces the likelihood of lost sales due to out-of-stock items.

The growth of omnichannel retail fulfillment is expected to continue, with the market set to reach a value of $16.9 billion by 2027. Retailers who adopt this approach are likely to see increased customer satisfaction and loyalty, and ultimately, higher sales.

5. Increased focus on sustainability

The increased focus on sustainability represents a fundamental change in the global retail industry. It's a trend that's driven by consumer demand, investor interest, and regulatory change, and one that offers significant benefits for retailers — from cost savings and improved customer loyalty, to risk mitigation and brand enhancement.

• Sustainable sourcing: Retailers are increasingly sourcing products from suppliers who adhere to sustainable practices. This includes choosing suppliers who minimize their environmental impact, pay fair wages to workers, and support local communities.

• Eco-friendly packaging: Traditional packaging materials like plastic are being replaced with eco-friendly alternatives. Retailers are reducing packaging waste by using recyclable or compostable materials and encouraging customers to reuse packaging.

• Green fulfillment: Retailers are optimizing their supply chains to reduce carbon emissions. This could involve consolidating shipments to reduce transportation emissions or using renewable energy sources in warehouses.

• Consumer demand: Today's consumers are more conscious about the environmental impact of their purchases. Retailers that prioritize sustainability can attract these environmentally conscious consumers and build customer loyalty.

• Investor interest: Investors are also showing a growing interest in sustainable businesses. Retailers that demonstrate a commitment to sustainability may find it easier to attract investment and secure financing.

• Regulatory compliance: Governments around the world are introducing stricter regulations on issues like waste management and carbon emissions. By focusing on sustainability, retailers can ensure they comply with these regulations and avoid potential fines or sanctions.

6. Use of artificial intelligence

The use of AI in retail is about harnessing the power of data to understand customers better, predict their behavior, and deliver personalized shopping experiences. It's a trend that's driven by technological advancements and changing consumer expectations, and one that offers significant opportunities for retailers.

The integration of AI in retail is revolutionizing the industry by facilitating comprehensive data analysis. AI systems have the capacity to swiftly and accurately process vast amounts of data, including customer demographics, transaction histories, website behavior, and social media activity, in order to deliver deeper insights into customer behavior patterns.

Furthermore, AI-powered systems utilize predictive analytics to extrapolate patterns from the collected data, accurately predicting future customer behavior. These systems can anticipate which products a customer is likely to be interested in, and when they are likely to make a purchase.

By leveraging insights derived from AI-supported data analysis and predictive analytics, retailers can create highly personalized shopping experiences. These can include personalized product recommendations, tailored marketing messages, or even customized shopping journeys. By providing a more individualized shopping experience, retailers can significantly enhance the overall customer experience, which can lead to increased customer satisfaction and loyalty, and ultimately, drive sales higher.

Moreover, retailers who effectively leverage AI can gain a substantial competitive advantage by making better decisions, improving operational efficiency, and providing superior customer service. In essence, the use of AI in retail is shaping a new landscape where data-driven insights lead to personalized customer experiences and competitive advantages.

The future of omnichannel

The ecommerce industry is on the cusp of a revolution, with technology and customer expectations driving significant change.

The omnichannel trends we've discussed underline the importance of delivering seamless, personalized shopping experiences across multiple touchpoints, but they also hint at what lies ahead.

The future of retail is likely to be shaped by even more advanced technologies, including AI, machine learning, and augmented reality, which will take personalization and convenience to unprecedented levels. Similarly, as data becomes increasingly crucial to online shopping, retailers will need to leverage it, not just for predictive analytics, but for prescriptive analytics — that is, using insights to suggest specific actions that can enhance the customer experience.

As we look ahead, and anticipate incoming omnichannel retail trends, the key takeaway is clear: ecommerce organizations willing to innovate and evolve will be the ones who thrive in the future of omnichannel marketing and retail.

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