Omnichannel is changing how companies and businesses worldwide approach their customers.
As an extension of multichannel, omnichannel makes it easier to satisfy customers by providing what they’ve always looked forward to—seamless integration across all platforms a brand is promoting itself on.
Need some more push? Check the following stats.
Editor’s Pick (Insightful Omnichannel Statistics
- Companies with robust omnichannel customer engagement retain on average 89% of their customers.
- Companies with robust omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue.
- Omnichannel customers spend 4% more in-store and 10% more online than single-channel customers.
- Almost three-fourths of all consumers – 71% – want a consistent experience across all channels, but only 29% say they get it.
- 73 per cent of customers shop across multiple channels.
- 87 per cent of shoppers think companies need to put more effort into providing a seamless user experience.
- 89% of customers get frustrated because they need to repeat their issues to multiple representatives.
Table of Contents
Omnichannel Marketing Statistics
Here goes the list.
1. Multi-channel campaign integration has bigger engagement compare to marketers with one channel.
According to Omnisend’s report, marketers who used multiple channels in a single campaign saw a 287% increase in purchase rates compared to those who only used one channel.
At some point in the campaign process, omnichannel campaigns with SMS integration had a 47.7% higher conversion rate.
2. In 2020, omnichannel has a higher purchase frequency compared to a single channel.
In 2020, Omnisend was surveyed in a bid to understand omnichannel and single-channel campaigns better, and the results were intriguing.
In comparison to a single channel, it was discovered that omnichannel has a 250% higher purchase frequency and a 13% higher average value per order than its counterpart.
3. More than half of merchants spend money on equipment that enables them to sell anywhere.
Shopify’s Future of Commerce report indicates that 53% of retailers are using tools to aid in cross-channel sales. This happens in response to a change in consumer behaviour which has now muddled the distinctions between online and offline retail.
4. At a staggering 614%, push notification-based omnichannel campaigns outperformed single-channel campaigns in terms of order rate.
According to a 2021 in-depth analysis of SMS, email, and push notifications, push notifications consistently performed better than other channels.
It has been the underdog of e-commerce marketing, with many business owners worrying that their efforts were either intrusive or even dishonest.
This makes sense, as we have all encountered poorly designed websites that kept bombarding visitors with push notifications or even concealed the close button.
5. SMS-based omnichannel marketing campaigns increase conversion rates by almost 50%.
Compared to single-channel campaigns, omnichannel campaigns that included SMS were 429% more likely to result in a conversion. (Omnisend)
Omnichannel Customer Experience Statistics (Plus Customer Service)
A key area to implement an omnichannel strategy is customer service and experience. Here are some statistics that show the importance of an omnichannel customer experience.
6. Omnichannel customer support is more likely to be used by high-performing businesses.
In a survey conducted by customer service platform ZenDesk, it was discovered that 50% of “high-performing companies” provide omnichannel support, as opposed to less than 30% of “average performers” and less than 20% of “low performers.”
Customers can communicate with these companies in several ways, and support staff members follow suit. Irrespective of the channel or agent, everything seems to be accurate for a consistent user experience.
7. 34. 40% of customers claim to have communicated with customer service representatives via three or more channels.
Customers are becoming more at ease interacting with customer support through various channels today.
According to a study, 40% of customers have interacted with support agents through at least three channels.
In this, channels such as email, live chat, phone, and social media are included but not restricted.
8. 35% of businesses intend to spend money introducing new customer service channels.
All types of businesses are reacting to this consumer behavior. According to ZenDesk, more than a 1/3 of businesses intend to invest in providing customer service through a range of channels. This is in reaction to a pandemic-accelerated shift toward tech-savvy consumers.
9. Companies with omnichannel customer engagement experience an increase in annual revenue of 9.5% year over year.
In a research paper published by the Aberdeen Group, it was revealed that companies with omnichannel customer engagement experience an increase in annual revenue of 9.5% year over year, compared to 3.4% for businesses without one.
Similarly, strong omnichannel businesses Weak businesses experience a 7.5% annual cost per contact reduction compared to weak businesses, which only see a 0.2% annual cost per contact reduction.
10. Businesses with strong omnichannel customer engagement usually retain 89% of their customers.
Compared to 33% of businesses with weak omnichannel customer experiences, companies with strong omnichannel customer engagement often retain 89% of their customers. (Revechat)
11. Top omnichannel businesses don’t store their customer data in a single channel.
77% of strong omnichannel businesses store customer information across multiple channels, while 48% of businesses with subpar omnichannel strategies do not.
Surprisingly, 55% of business enterprises don’t even put in place any cross-channel strategies for their business. (Aberdeen Group)
12. Businesses with less effective omnichannel customer engagement strategies lose 56% of their customers.
Also, Aberdeen Group reported that businesses using omnichannel customer engagement strategies retain 89% of their customers on average, as opposed to 33% for companies using less effective omnichannel customer engagement strategies.
Omnichannel Ecommerce Statistics and Omnichannel Retail Statistics
The statistics below show the importance of an omnichannel strategy to eCommerce businesses.
13. In the Q4 of 2021, Ecommerce grew by 9.2% compared to the last quarter of 2020.
Digital Commerce observed that since the launch of the omnichannel strategy, the e-commerce realm has grown significantly with an upward trajectory of 9.2% year-over-year.
14. Up to 30% of sales are lost by retailers who don’t sell through multiple channels. (IMD)
With the option to shop across multiple channels and devices, businesses that don’t live up to customer expectations miss out on important sales opportunities.
According to some studies, retailers fail to fulfill omnichannel shopping expectations when they lose anything between 10% and 30% of sales.
15. 77% of netizens make a monthly purchase online.
More than 75% of internet consumers between the ages of 16 and 64 made an online purchase in the previous month.
More than anywhere else in the world, nearly 90% of users who are premised in Indonesia derive pleasure in making online purchases. (Data Reporter)
16. Nearly 20% of retail sales are made both offline and online.
Physical retail sales are still fiercely competitive even as e-commerce expands. According to Shopify analysis, physical and online retail each contributes close to 20% of overall retail revenue.
While physical sales volumes account for 18% of total revenue, online retail sales have a slight advantage with 19%.
Mobile Omnichannel Retail Statistics
Here are some hand-picked omnichannel statistics relating to the use of mobile devices.
17. Worldwide, there are over 6 billion smartphone subscribers.
Globally, the use of mobile phones is increasing. There are currently more than 6 billion smartphone subscriptions worldwide. In a few years, this figure is predicted to increase by several hundred million. (Ericsson)
18. More than half (50%) of global web traffic was accessed via Mobile devices.
According to GS Statcounter research and observation, the incessant increase in mobile web traffic is a result of more mobile devices. In actuality, a little more than half of all web traffic worldwide originates from mobile devices (excluding tablets).
More specifically, since the start of 2017, the percentage of mobile devices has consistently remained at or near 50%. By 2020, it had reached the halfway point, and by Q4 of 2021, 54.4% of website traffic was coming from mobile devices (nearly 60% by mid-2022).
19. By 2025, 10.4% of the overall retail transactions will be made via mobile devices.
Currently, 5.9% of all retail transactions are made through mobile commerce (m-commerce). According to eMarketer, total mobile sales will rise annually, accounting for 10.4% of all retail sales by 2025. (eMarketer)
20. Mcommerce is anticipated to grow by 25.5% between 2019 and 2024.
Business Insider forecasts that mobile commerce will expand. From 2019 to 2024, it projects a “compound annual growth rate” (CAGR) of 25.5%. According to this, m-commerce sales reached $488 billion in only one year, or 44% of all eCommerce sales.
21. SMS-based omnichannel campaigns have a 429% higher conversion rate.
According to research by Omnisend, omnichannel campaigns that include SMS text messaging are far more effective than single-channel campaigns for retail and e-commerce marketing.
In fact, campaigns that include SMS have an order rate of 0.74% likened to 0.14% for campaigns that only use one channel, a notable 429% difference.
22. Push messages used in omnichannel campaigns resulted in a whopping 614% order rate.
According to an analysis made by email marketing platform Omnisend, omnichannel campaigns that include push messages have a 614% higher cognitive rate than campaigns that only use one channel. Up to 38% of users who pressed on a push notification made a tangible purchase.
23. By 2023, 43% of top businesses will display their brand inventory in stores.
Retailers will use omnichannel in part by displaying the inventory at nearby stores. According to Shopify’s Future of Commerce report, 43% of brands will give this a high priority.
24. If in-store returns are an option, 47% of shoppers are more likely to make an online purchase.
According to the Shopify report, sales can increase if customers are allowed to return items they bought online to the seller’s physical store.
If given the option, about half of consumers worldwide are “significantly more likely” to purchase items via the internet.
This is especially crucial in light of the $761 billion in goods returned in 2021, representing 16.6% of all retail sales—$166 million for every one billion dollars in sales.
The markets with the highest return rates are apparel, auto parts, home improvement, and housewares.
25. 80% of customers who return an item to a store use their refund there.
While returns are undoubtedly inconvenient for retailers, lost sales aren’t always the result. 80% of the time, customers who return an item to your physical store will buy more merchandise there with the money they receive.
These customers occasionally spend up to ten times as much as customers who only interact with brands online. (IMD)
26. 63% of consumers do their research online before making a significant purchase.
In the US, before making a “major purchase” online, over 60% of online consumers do their research first.
This means that regardless of whether you depend on in-store sales, it’s essential to be present online and use the advantage of the internet to share info about your goods and brands.
Most of the time, these customers make their purchases in-store. (Statista)
27. 55% of online shoppers prefer to browse products online and discover what is offered in nearby stores.
More than half of consumers want the ability to research products online and to see more information about what and where they can purchase those products in-store. (Shopify)
If you want to display accurate information, real-time inventory data connectivity is essential. You would not want to send a consumer to your retail outlet only to discover that the product they want is out of stock there. (Fit Small Business)
28. More than half of buyers (50%) will conduct online research before making an in-store purchase, and vice versa.
Both in-store and online product research are done. In fact, 54% of consumers say they’re likely to research a product online before purchasing it offline. (Shopify)
On the other hand, 53% are more likely to try a product out in a store before making an online purchase. It’s crucial to be present both offline and online to meet customers where they are.
29. If virtual try-ons were available, 35% of people claim they would increase their online shopping.
In a report published by Fit Small Business, it was established that retailers and customers alike are becoming more and more enamored with virtual changing rooms.
If they could try on products before buying them, more than one-third of people say they would shop online more frequently. (Foresight Factory)
Regardless of where the customer is located, virtual try-ons replicate the in-person experience.
30. In the upcoming year, 46% of retailers intend to give showrooming top priority.
Although showrooming may not be retailers’ top priority right now, many intend to change this over the upcoming year. 46% of the merchants surveyed by Shopify are planning to make showrooming their top priority.
Omnichannel Social Media Statistics
31. In 2022, social commerce purchases are anticipated to reach $45.74 billion.
By 2022, eMarketer predicted that social media channels would contribute to over $45 billion in online retail sales, a 25% increase compared to the previous year. (Insider Intelligence)
Retailers can now utilize social media to sell products directly to customers, connect with them organically, and pay for advertising. (Fit Small Business)
32. 42% of retailers intend to use social media for sales.
The much anticipated social commerce trend is being adopted by numerous retailers. According to an Inmar survey, in 2021, up to 42% of retail companies planned to use social networks for sales. In the year before, just 30% of retailers had social commerce plans in hand.
33. After a favorable social media interaction, 78% of customers will purchase a brand.
It was revealed by Sprout Social that, after having a good experience with a business brand on social media, more than 75% of online shoppers will feel confident purchasing that brand.
Additionally, 77% of consumers would choose that brand over a rival as a result of that positive engagement.
34. 54% of customers used social media to discover a new small business.
Even if you don’t fancy social media for sales, it’s a great way to increase brand recognition and reach out to fresh potential clients.
More than half of consumers found new small businesses via social media outlets in the last year, according to a survey conducted by ShipStation.
Customers are increasingly choosing to shop with businesses that provide consistent shopping experiences through a variety of channels. This means that omnichannel is here to stay.
Thanks to the tools and technology available today for small businesses, retail stores of all sizes can incorporate omnichannel strategies into their businesses.
Early adopters will position themselves for success both now and in the future.