Omnichannel Marketing Strategy: Complete Guide (2026)

An omnichannel marketing strategy can make all of a shopper’s interactions with a brand feel like one connected experience as they move from first touch to purchase to support.

Modern shoppers frequently touch multiple digital and physical channels. Deloitte’s Q3 2025 retail trends report found that 64% of Gen Z uses social media to research products, while 73% shops in person at least once a week. Even digital-native shoppers don’t stay in one channel.

This guide explains how to build an omnichannel strategy around customer data, campaign planning, and the moments where shoppers either convert or drop off.

What is an omnichannel marketing strategy?

An omnichannel marketing strategy connects marketing efforts across all touchpoints a customer uses before, during, and after purchase, regardless of what channel they’re on. It uses unified customer data to make interactions feel consistent whether someone finds a brand on social, opens an email, visits a store, or checks out online.

Much of the business impact comes from reducing friction in the customer journey. When channels are disconnected, a shopper may see one discount on social media, another in email, and a different one at checkout. Omnichannel marketing gives teams one view of the customer, which helps them coordinate acquisition, conversion, and retention.

Retailers are investing in this strategy for a reason. Deloitte’s 2026 retail outlook found that executives saw stronger loyalty programs and better omnichannel experiences as key growth opportunities. EY research also found that businesses using Shopify’s unified commerce solution see an average 8.9% increase in annual gross merchandise value (GMV).

Multichannel vs. omnichannel: Key differences

Multichannel and omnichannel strategies both use more than one customer channel. The difference is in how the business connects the work behind them.

A multichannel setup gives customers several ways to buy or engage with a brand. Each channel may be managed and measured separately, including marketing efforts.

An omnichannel retail approach connects those channels to give the brand a unified view of its customers, and to give customers a unified experience with the brand.

There are two main components to the omnichannel marketing approach—the strategy, and the structure that supports it:

• The strategy that drives omnichannel marketing is the decision to approach each customer with consistent messaging across all touchpoints and channels.
• The structure that supports the omnichannel marketing strategy is unified customer data.

When the strategy and the structure are both there, retail teams can see the same order history and customer activity, so the interactions can continue across touchpoints.

In a multichannel setup, reporting stays tied to the channel where the sale or interaction happened. The email marketing team sees campaign revenue. The retail team sees store sales. If a customer sees a product in an email and buys it in-store, the purchase may show up only as a store sale, giving the email team no insight.

With an omnichannel setup, those actions connect to the same customer record. A customer clicks an email, views the product online, and buys it in-store. The business can see which channel started the purchase path and which one closed it. And each team can build on the previous team’s efforts based on insights from earlier touchpoints.

Understanding the customer journey

A customer journey tracks how someone moves from first contact to repeat purchase. It covers what happens before the sale, during checkout, and after the order arrives.

That journey rarely stays in one place. For the customer, it happens through interactions like:

• Scrolling through your brand’s Instagram feed
• Browsing your retail website
• Opening (or ignoring) your emails
• Tapping through your mobile app
• Wandering into your physical store
• Chatting with your customer service team

When customers move across channels like this, a journey map can’t rely on a static sketch of what the business thinks is happening. It must be built on actual customer behavior and data. 

Connected first-party data shows a customer’s actual path. For businesses on Shopify, much of that first-party data is built into the platform’s native infrastructure. Customer profiles unify online orders, point-of-sale (POS) purchases, email activity, tags, and repeat purchase history. That gives teams a cleaner view of how someone moves between digital and physical channels.

Delivery and returns often show up as pressure points. DHL found that 81% of shoppers abandon their cart when their preferred delivery option is missing, and 79% leave a brand when the return process doesn’t meet expectations. 

If customers drop out at checkout due to shipping costs, marketing probably wasn’t the problem. Likewise, if return terms kill the sale, another loyalty email won’t fix it. A clear view of the customer journey shows where customers drop off, so you can address those pain points strategically.

Mapping the customer journey

Customer journey mapping creates a visual story of how people interact with your brand. 

A customer journey map helps you:

• Fix pain points in the customer experience
• Find opportunities for personalization
• Align your team around a shared customer vision
• Make smarter decisions about resource investment

It’s a visual tool that gives you a bird's-eye view of your customer's experience with your brand, showing key moments when you can connect with customers and revealing hidden opportunities. 

Marketers use tools like: 

• Surveys: Asking customers directly about their experiences
• Focus groups: Getting in-depth insights from small groups of customers
• Data analysis: Finding insights in customer behaviors and first-party data collected from omnichannel interactions

First-party data is important here: it combines all browsing, purchasing, and order data from across channels to create a unified customer model. Your journey map should reflect different customer segments; for example, a new buyer's journey often differs from a loyal customer's experience.

How to build an omnichannel marketing strategy

Research and insights

Research and insights

Omnichannel marketing starts with knowing how customers actually shop. 

In PwC’s 2025 “Customer Experience Survey”, 70% of executives said customer expectations are changing faster than their companies can keep up. Research helps teams spot where customers discover products and what brings them back.

Unify your customer data

Start by centralizing all your customer data. Use a platform like Shopify that offers a unified customer model that routes the data from all of your selling channels into one location accessible to all relevant teams and workflows.

Shopify's data structure allows you to customize customer data to fit your needs. You can capture and express information in any format using metafields, which seamlessly integrate with your entire marketing stack. 

This includes Shopify's own tools like Messaging, Collabs, and Collective, as well as third-party apps such as Klaviyo, Yotpo, Meta, and Google, or even custom-built solutions. The strategic advantage is in all of these tools collaborating to build a comprehensive customer profile based on a single, unified data model that you control.

Create customer segments

Use tools like Shopify's customer segments to precisely define what customer attributes matter to your business. For example, you might segment based on:

• Purchase history (frequency, recency, value)
• Browsing behavior
• Geographic location
• Engagement with marketing campaigns

Use the built-in editor to combine filter names, operators, and values. You can leverage Shopify-based filters as well as custom metafield-based filters. 

If you're unsure how to build a segment, use Shopify Sidekick’s AI-powered capabilities to generate the precise segment you want from only a plain-language description.

Shopify segments update automatically: new customers who match a segment’s criteria are added, while those who no longer match are removed, with no work required by your team, ensuring your segments always reflect your current customer base.

By creating detailed, dynamic segments, you can tailor your omnichannel marketing efforts to specific customer groups, increasing the relevance and effectiveness of your campaigns.

Creating buyer personas for omnichannel

Customer segments show you who’s buying. Buyer personas show how they buy.

Start with a segment, then add behaviors like: 

• Where customers discover products
• What they compare before buying
• Which channels they use
• What tends to bring them back

Say you have a segment of repeat buyers in Los Angeles. A persona might show that many of them first see products on social media, compare options on the website, then buy in-store. Another persona might start in-store, wait for an email offer, and reorder online. You can develop marketing approaches to target each of these personas.

Selecting your customer relationship management (CRM) and marketing technology stack

Omnichannel marketing runs on connected systems. Your customer relationship management (CRM) tools, ecommerce platform, POS, loyalty app, and analytics platform all have to pull from (and feed into) the same customer record, or at least stay closely synced.

Look for apps that connect with Shopify, sync customer data quickly, and pass key events between systems without constant exports. If someone buys in-store, they shouldn’t keep getting a first-purchase offer by email. If a customer moves into a VIP segment, campaigns should reflect that. 

Shopify Flow, a native tool that helps Shopify retailers automate key workflows, can do a lot of helpful work for your marketing team when they tie customer behavior to automated actions. Using a simple drag-and-drop interface, you can set up a workflow that triggers when a customer places a high-value order, automatically sending them an invite to your loyalty program as well as contacting your teams via Slack or SMS.

Set up web pixels

Add web pixels to your site to track buyers' interactions with your store. Web pixels give you a compliance-forward way to monitor customer behavior from discovery through checkout. They also allow you to share data securely with partners like Google or Meta.

Review your analytics

Regularly review your data to refine your strategy. Shopify Analytics offers built-in reporting features for acquisition, behavior, and marketing performance. Use these insights to:

• Identify your most effective channels
• Understand which product categories perform best with different customer segments
• Optimize your marketing spend based on customer acquisition costs (CAC) and customer lifetime value (CLV)

The bigger insight comes from seeing how channels work together. A single-channel report might show that paid social drove the first visit, but combined data can show that the customer returned through email, used a discount, and later bought again in-store. A complete view makes it easier to spot which channel combinations bring in higher-value customers. 

Channel selection and integration

Choose channels based on where your customers already spend time, then connect your channels so the next interaction picks up where the last one left off. 

MoEngage found email is the most-used B2C marketing channel at 82.4%. Social media follows at 66.7%. Mobile websites, desktop websites, and mobile apps also rank near the top, at 58%, 52.7%, and 51.6%.

Use audience research to decide which channels deserve priority. A brand with strong repeat purchase behavior may rely more on email and mobile. A product with a visual buying journey may benefit from social media, video, and product pages working together.

The channels still need to share data. If someone abandons a cart in the app, the next touchpoint should reflect that— whether by an email reminder, a social retargeting ad, or a still-intact cart next time they visit your website.

Top omnichannel marketing channels

Today’s retailers have more channels to choose from than ever before, each of which presents new possibilities for data collection as well as marketing. Here are some of the top options for retailers:

• Direct-to-consumer (DTC) websites: Many retailers build their own branded online stores using Shopify’s platform to sell directly to customers. For instance, bedding brand Brooklinen scaled their DTC business before expanding into B2B sales.
• Physical stores: Retailers like Frank And Oak and Astrid & Miyu use a combination of online and physical stores. They focus on creating seamless experiences between these channels, offering options like buy online, pick up in-store (BOPIS), and ship from store, customer-friendly fulfillment options that can feature in your marketing approach..
• B2B sales: Companies can also cater to wholesale buyers, creating specific B2B platforms that mirror their DTC experiences, while Daily Harvest has tapped into Shopify’s infrastructure to expand into omnichannel retail via B2B pipelines. Gartner found that 61% of B2B buyers prefer a buying experience without a sales rep, making gated customer portals a good B2B option.
• Mobile commerce: Statista estimates mobile commerce revenue will reach about $2.5 trillion in 2025. Keep mobile product pages fast, shorten checkout forms, and offer accelerated payments such as Shop Pay. For example, apparel brand Everlane uses Shopify’s Shop Pay to streamline mobile transactions and boost conversion rates. Tip: If pop-up discounts figure heavily in your site’s marketing approach, make sure they are optimized for mobile.
• Social commerce: DHL found that 7 in 10 global shoppers buy on social media. Product reviews, creator posts, offers, and shoppable content all shape purchase decisions there.
• Marketplaces: Raymond Group, an Indian apparel company, sells through various online marketplaces such as Flipkart, Jabong, and Amazon India. It integrates these sales with its Shopify system to manage inventory and streamline operations. 
• WhatsApp and messaging platforms: Messaging channels can handle order updates, delivery questions, product questions, and support. WhatsApp’s Updates tab is used by 1.5 billion people per day globally, and Meta has added more business tools for campaigns and discovery inside WhatsApp. These popular tools offer new ways for you to stay engaged with customers in between their visits to your store or site.
• QR codes: QR codes connect physical touchpoints to digital actions. GS1 US found that 79% of consumers are more likely to buy products with a scannable QR code that provides more product information. You can also embed a discount offer within a QR code.
• Email: Statista projected4.6 billion daily email users in 2025. Retailers can use customer segmentation to create hypertargeted send lists, allowing for highly personalized email outreach. 
• Search engine optimization (SEO): SEO allows retailers to capture intent-driven traffic by ranking for keywords matching customers’ search behavior. With a strong foundation of first-party data, retailers can fine-tune their SEO efforts to address real customer needs and interests, leading to a more personalized experience across channels.

How to create a seamless customer experience

1. Implement a unified customer data model

Create a single centralized database that collects and stores customer information from all channels, including online stores, physical retail locations, mobile apps, social media interactions, and customer service communications.

With a complete view of customer data, you can deliver highly personalized marketing messages and product recommendations across all channels. Customers receive consistent, relevant messaging regardless of how they interact with your brand.

Implement technology that can track and attribute customer interactions across different channels. For example, with Shopify POS integrated with the online store, businesses can track customer interactions across both digital and physical channels. Sales associates can see what in-store customers have purchased online, and assist them using that information.

Shopify's unified platform allows customers to start their journey in one channel and complete it in another. For example, customers can add products to their online carts, apply promo codes, and choose to pick up the items in-store.

2. Optimize your checkout process

Implement a checkout that combines extensibility for your business needs with the trusted acceleration of buyer wallets like Shop Pay. Shopify Checkout offers a powerful solution that balances customization with high-converting features:

• Best-in-class conversion: Shopify Checkout outperforms competitors by up to 36% in conversion rates, with an average improvement of 15%.
• Extensibility: Customize your checkout experience without sacrificing performance or security. You can add functionality through apps or custom code, such as upsells and cross-sells, loyalty program integration, and custom fields for personalization.

Offer the speed and convenience of Shop Pay, which can increase conversion rates by up to 50% compared to guest checkout. Shop Pay's massive identity network of over 100 million buyers allows for one-click purchasing, reducing friction in the buying process.

With a fully responsive, mobile-first design, Shopify Checkout offers a smooth experience on any device, catering to the growing number of mobile shoppers. It also supports global sales with checkout localization in more than 50 languages, as well as currency conversion and duty calculation features.

3. Personalize your storefront experience 

Personalization is a key differentiator in retail—and there’s a noticeable gap between expectations and experiences. Our research found that only 19% of consumers rated their experiences with a brand as good, and 0% rated them as excellent. 

Using a unified customer model, you can create an adaptable storefront that brings personalization to life. Retailers are moving toward having customers log in to an account to control how they present their brand and products to different customer segments. For example, you could use behavioral data to create personalized product recommendations, highlight relevant discounts, or showcase store credit.

Set up Customer Accounts in your Shopify admin to let buyers self-manage their relationship with your brand. They can manage shipping, returns, reorders, and other aspects of their experience independently on any device. 

4. Automate your omnichannel communications

Automation ensures customers receive the same high-quality experience across all channels, whether in-store, online, or through a mobile app. It also helps retailers handle a large volume of customer interactions without needing to hire more staff.

Shopify offers a suite of tools that help retailers automate conversations with shoppers. For example, with Shopify Messaging, you can create and automatically send email campaigns to customers who have signed up for marketing. Your team can also set up automated SMS messages to connect with customers who prefer that channel.

Use customer segments to send personalized marketing communications. For example, you can group customers by geographic location and use Shopify Messaging to promote events specific to an area.

If you want more advanced automation, turn to Shopify Flow, an effective tool for larger businesses and those with complex operations. It allows you to create custom workflows that automate tasks across your store and connected apps. 

Here are some examples:

• Automatically tag high-value customers and add them to a VIP email list.
• Create a workflow that flags potentially fraudulent orders for review.
• Automatically reorder inventory when stock levels drop below a certain threshold.
• Send internal notifications when a product gets a negative review so your team can address it quickly.
• Automatically update product tags or collections based on sales performance.

Shopify Flow uses a visual builder with triggers, conditions, and actions, making it accessible even if you're not a programmer. It can save significant time on repetitive tasks and help ensure important processes aren't overlooked.

5. Provide exceptional customer support 

Customer preferences are evolving rapidly across generations, and expectations for service are higher than ever. A McKinsey report found that customers expect seamless service across all platforms. 

While Gen Z consumers are increasingly turning to phone support, older generations are becoming more comfortable with digital chat. This diversity in preferences necessitates an omnichannel approach that ensures all customers can engage through their preferred methods.

McKinsey’s research indicates that “customers of all generations prioritize support from a real person, but they also want the flexibility to use different channels according to their needs." An omnichannel strategy allows retailers to cater to this desire for flexibility, while providing more touchpoints for personalized interactions, which can lead to more upselling and cross-selling opportunities. 

Shopify Inbox is an excellent platform for omnichannel support. It lets you chat with customers directly from your online store, as well as other channels like the Shop app. You can set up automated first-reply messages to manage customer expectations, and customize messages based on your availability so customers always receive timely responses. 

How to measure and optimize omnichannel marketing strategy

Data collection is essential for powering omnichannel ecommerce personalization. This includes gathering information on traffic, onsite and in-store interactions, personal data, purchases, and searches. 

Equally important is tracking your success using the appropriate metrics.You can learn about the impact of your overall strategy, and drill deeper to find which specific campaigns are successful and which could benefit from adjusting your strategy.

While the list can vary, common key performance indicators (KPIs) to track for omnichannel programs include: 

• Customer lifetime value (CLV): The total worth of a customer to your business, in terms of revenue, over the entire period of the relationship
• Conversion rate: The percentage of visitors who take a desired action (e.g., purchase, sign up) across all channels
• Return on investment (ROI): Measures the profitability of your marketing campaigns by comparing the revenue generated to the costs incurred 
• Customer acquisition cost (CAC): The total cost of acquiring a new customer, including marketing and sales expenses
• Customer retention rate: The percentage of customers who continue to do business with you over a given period 
• Cross-channel engagement rate: Measures how customers interact with your brand across multiple channels
• Average order value (AOV): The average amount spent each time a customer places an order 
• Net promoter score (NPS): Measures customer satisfaction and loyalty by asking customers how likely they are to recommend your brand

Use an app like Triple Whale or Polar Analytics to compile data from every marketing channel and sync it with your Shopify sales and conversion data. 

Omnichannel attribution methodology

Last-click attribution credits only the final touch before purchase. With an omnichannel retail marketing strategy, that leaves out key information on what touchpoints and channels helped convert your customer. 

A shopper might see a social ad, browse the site, visit a store, then return through email to buy. Last-click reporting would credit email and ignore the earlier steps.

Below are some common attribution methods for omnichannel: 

• Media mix modeling (MMM) works at the aggregate level. It can account for offline sales, seasonality, promotions, and brand campaigns, but it does not show individual customer paths.
• Multi-touch attribution (MTA) assigns credit across trackable digital touchpoints. It can show how paid search, email, social, and affiliate traffic contribute before purchase. Privacy changes, cookie loss, device switching, and offline behavior can weaken the model.
• Unified marketing measurement (UMM) combines both approaches. It uses MMM for broader channel impact and MTA where touchpoint data is reliable. The possible downside to this method is added complexity.

Use Shopify as the source of truth for sales data. Set a consistent UTM structure for paid media, email, social, and affiliate campaigns so each visit can be traced back to the appropriate channel. 

If you sell in stores, connect POS data to capture offline purchases too. From there, compare last-click revenue with customer acquisition cost (CAC), repeat purchase rate, customer lifetime value (CLV), and revenue from customers who interact with more than one channel.

Best practices for omnichannel marketing

Whether it’s your first or fifth omnichannel marketing campaign, keep these best practices in mind:

1. Choose the right channels. Select channels where you're most likely to reach both existing and potential customers. Focus on platforms that align with your target audience's preferences and behaviors.
2. Maintain consistency across channels. Ensure consistent branding, messaging, and customer experience across all touchpoints, whether online or offline. This reinforces your brand identity and builds trust.
3. Centralize customer data. Use a unified system to store and manage customer data from various channels. This enables personalization, as well as a comprehensive view of each customer's journey.
4. Create seamless channel transitions. Integrate different channels to allow customers to switch between them without disruption. For example, enable customers to begin a conversation on social media and continue it through live chat or phone support.
5. Optimize for mobile. Ensure your website, apps, and communication channels are mobile-friendly and provide a smooth and intuitive user experience across devices.
6. Personalize the shopping experience. Use customer data collected in unified customer profiles to provide tailored product recommendations, targeted promotions, and personalized content across different channels.
7. Offer multiple fulfillment options. Implement features like buy online, pick up in-store (BOPIS), buy online, return in-store (BORIS), and endless aisle to provide flexibility and convenience to customers.
8. Integrate offline and online experiences. Bridge the gap between physical and digital retail by offering features like virtual try-ons, in-store tablets for extended product browsing, or in-store QR codes that link to online content.

Common mistakes in omnichannel marketing strategy

Customers judge your brand by the consistency and quality of their experiences across all channels. These experiences can vary depending on the customer's preferences, needs, and types of interactions with your brand. 

For instance, a customer may overlook minor inconsistencies if their overall experience is positive, or they might become frustrated by seemingly small issues if they occur repeatedly. 

Before launching your campaigns or implementing new touchpoints, review your strategy carefully for these common mistakes:

• Inconsistent messaging across channels: A customer sees a promotion for a 30% discount on the brand's mobile app but finds only a 20% discount when they visit the physical store.
• Poor mobile experience: A customer tries to complete a purchase on their smartphone but abandons it due to a clunky, slow-loading website.
• Lack of personalization: A loyal customer who buys men's products receives emails featuring promotions for women's clothing.
• Disjointed customer service: A customer explains their issue in a chat session, only to have to repeat everything when they're transferred to a phone call.
• Ignoring customer data privacy concerns: Customers feel uncomfortable when a brand's social media ad references a product they viewed on its website without explicit consent.
• Inconsistent brand experience: A customer enjoys a luxurious in-store experience but finds the brand's website cluttered and difficult to navigate.
• Disconnected promotions and inventory: A customer rushes to a store based on an email promotion, only to find the item is out of stock and store staff are unaware of the offer.
• Inconsistent recognition of customer loyalty: A customer is treated as a VIP in-store due to frequent purchases but isn't recognized when they call customer service.

Industry use cases and examples

Here are some examples of top omnichannel marketing strategies from Shopify merchants.

tokyobike

Tokyobike is an independent bicycle company that faced a unique challenge: They had a global fan base, but couldn't open stores or find local stockists near every interested customer. 

Customers would often travel long distances to visit a tokyobike retail location for a test ride. If they didn't make an immediate purchase, they would leave with only a business card, a list of bike specifications, and a credit card authorization form.

Many customers found it difficult to complete the purchase using this method, especially after leaving the store. Given the long distances between potential customers and retail locations, they were unlikely to return to the store to finalize the purchase.

Tokyobike moved to Shopify Point of Sale (POS), which allowed the brand to unify their online and offline sales channels. Now, if a customer test-rides a bike but leaves without buying, their shopping cart is saved and emailed to them. They can complete their purchase online at their convenience, even if they started their journey in-store.

Read tokyobike’s story

Toby’s Sports

Toby's Sports, the Philippines' largest specialty sports retailer, revolutionized their online presence by migrating to Shopify. This move transformed their ecommerce capabilities and created a seamless omnichannel customer experience.

The transition yielded impressive results:

• 13.5 times increase in sales
• 101% improvement in profitability
• 50% increase in conversions

Challenges with their original custom-built solution prompted the switch to Shopify in 2017, and they later upgraded to Shopify Plus in 2018, which brought numerous additional benefits:

• Easier product management and site updates
• Integration of various payment options
• Implementation of click-and-collect (BOPIS) capabilities
• Improved inventory management through Microsoft Dynamics integration

With so many commerce functions made easier by Shopify, Toby's Sports can now focus on enhancing merchandising, expanding their product range, and improving shipping logistics across the Philippines' 7,000 islands.

Read Toby’s Sports story

Jenni Kayne

Jenni Kayne, a California lifestyle brand, faced significant challenges as they expanded into home furnishings and opened more stores. The brand needed to unify inventory across online and physical stores, simplify multilocation management, and cater to the needs of diverse customers, from regular buyers to trade program members.

Shopify Plus and Shopify POS provided the solution:

• Unified ecommerce and POS systems for seamless communication
• User-friendly interface for quick staff adoption
• Endless-aisle shopping capabilities
• Customizable features like branded product quotes and digital catalogs

The result? A doubled brick-and-mortar store presence, increased customer engagement through unified profiles, and streamlined inventory management.

Sam Mella, Jenni Kayne’s director of home experience, emphasizes how Shopify facilitated their omnichannel vision. “We can sell everything from clothing to dinner tables all in one system. Everything just feels easy for our clients and our team."

Read Jenni Kayne’s story

Latest omnichannel marketing trends 

AI integration for personalization and orchestration

Nielsen’s 2025 "Annual Marketing Report" found that 59% of global marketers see AI for campaign personalization and optimization as the industry trend most likely to affect marketing in 2025.

AI is being applied to the handoffs between channels. A customer who browses a product category, abandons a cart, or buys in-store may receive a different email, ad, or onsite message based on that activity. The quality of the output depends on the quality of the customer profile behind it.

Retail media network growth

Retail media is pulling more omnichannel budget because it connects ads to retailer-owned purchase data. IAB’s September 2025 Outlook update projected retail media ad spend to grow 13.2% year over year in 2025, even after the broader ad outlook was revised down.

Device-switching and cross-device behavior

Salsify’s 2025 "Consumer Research Report" found that 30% of shoppers have bought a product on a smartphone while inside a physical store.

Customers move between screens during the same buying journey. A shopper may see a product in-store, check reviews on a phone, then finish the purchase later from a laptop. That pattern makes single-session attribution less useful. 

Omnichannel marketing has to connect behavior across devices without treating every touchpoint as a separate customer.

Emerging channel adoption and social commerce expansion

DHL’s 2025 "E-Commerce Trends Report" found that 70% of global consumers expect to shop primarily through social media by 2030. That points to more buying paths inside short-form video and creator content. Livestreams and messaging apps also add more surfaces.

These channels collapse the space between marketing and checkout. Retailers need accurate product feeds and fast payment flows to make those purchases work. The customer record also has to carry across from the social platform to the ecommerce system.

Take the next step in your omnichannel experience

What's your next action item toward running an omnichannel brand? If you're already focused on omnichannel marketing and shopping, consider polishing your customer service or inventory management. If you're just starting, begin by understanding your audience better and finding gaps across different channels. 

Remember, integrating multiple touchpoints creates a seamless customer experience, which is critical for customer satisfaction and loyalty. Consider personalization, and always keep customer preferences in mind as you refine your omnichannel strategy.