Omnichannel retail trends: What’s shaping the future of shopping?

We now use our phones for pretty much everything, and the lines between on and offline retail have been blurred beyond recognition. From browsing onTikTok shop to buying in-store (or vice versa), today’s shoppers expect retail experiences that move with them. As tech evolves and consumer expectations skyrocket, omnichannel isn’t just a strategy, it’s retail’s new reality.

Why omnichannel retail matters

Omnichannel retail is no longer a nice-to-have – it’s a business necessity. Consumers expect frictionless, integrated shopping experiences across both physical and digital channels. Got a physical store, an app, and a website? If you’re doing it right, your customers don’t see three channels – they see one, and they expect what you’re offering to work seamlessly. Brands that successfully unify their retail ecosystem see higher engagement, customer satisfaction, and revenue growth.

Key omnichannel retail trends to watch

So, what’s actually shaping the future of omnichannel? Let’s break down the biggest shifts that are redefining how - and where - people shop.

The state of hybrid shopping

Hybrid shopping - click-and-collect, BOPIS (buy online, pick up in-store), and curbside pickup - is now expected as standard Stores are doubling as fulfillment hubs, and having a clear view of inventory across all channels? That’s a serious advantage.

In the US, shopping preferences have barely shifted over the past few years - even despite the global pandemic forcing people out of brick-and-mortar stores and onto online shopping. Back in 2020, 55% said they preferred to shop online, compared to 46% in-store. Fast forward to 2024, and it was still a near-even split—51% prefer online, 49% in-store. Global figures paint a different picture, however, with the digital edge even more pronounced: 59% of consumers now say they prefer to shop online, while 41% still opt for in-store.

When studying Gen Z it gets even more interesting. They’re digital natives who want more from the shopping experience - they expect immersive tech and in-store entertainment, think DJs spinning vinyl whilst they shop. In fact, Gen Z are 52% more likely than the average consumer to want in-store entertainment, and 24% more likely to expect interactive tech in physical spaces.

And it’s not just the youngest group surveyed driving change. Over one in three global consumers across all generations say efficient checkout options are a must when shopping in-store.

The role of mobile commerce (mCommerce)

Mobile is the glue holding the omnichannel experience together. From discovering new products to comparing prices and checking out, mobile is often the first and last stop in the purchase journey.

Mobile payment adoption is soaring too. Apple Pay and Google Pay use has grown 10% and 13%, respectively, in the last year alone. In Q3 2024, 30% of consumers browsed or shopped via mobile every week. When it comes to groceries, 15% are ordering weekly on mobile – rising to 17% among millennials.

If your retail strategy isn’t mobile-first, it’s not future-proof.

The rise of inspiration-led purchases and social commerce

Social media has evolved from being a brand awareness tool to a full-blown shopping platform. In-app checkouts, live shopping events, and influencer-curated collections are designed to shorten the path to purchase.

Back in 2015, TV ruled brand discovery, with ad spots commanding huge portions of budget. Today, as less time is spent on the couch simply watching the big screen and more so second-screening, social media ranks third overall (after search engines and TV ads), but first for Gen Z. Millennials aren’t far behind, and Gen Alpha is already using social to scout for style inspo, follow brands, and track trends.

But discovery, as suggests the name, is just the start. To make a statement on social, brands need to build relevance, trust, and that all-important emotional connection. Visually engaging content that solves a real need or fits into someone’s lifestyle goes a lot further than a product shot with a promo code (although we all love one of those!). Showing up in different formats – posts, stories, influencer collabs, live events – boosts brand familiarity and gets future customers clicking on that ‘like’ button.

AI-powered personalization at scale

From smarter product suggestions to dynamic pricing and customer support that’s actually helpful, AI is changing how shoppers experience retail. Consumers aren’t just warming to AI, they’re embracing it.

Gen Z, in particular, are leading the pack when it comes to adoption. They’re 54% more likely than average to use AI platforms to find information, preferring chatbots (like ChatGPT) over voice search, image search, and even brand websites. It’s a major shift in how discovery happens online – especially when you consider that traditional search engines are still the go-to for most generations, with social media coming in second. Perhaps even more interesting, is that AI chatbots have reached the same adoption levels in just one year that it took voice search a decade to achieve.

For all generations and markets though, trust is still the top priority. 40% of consumers say the most important factor when using AI platforms is that they’re deemed a trustworthy source of information.

Here’s the opportunity: 40% of consumers are comfortable seeing ads on AI platforms. Personalized, intent-driven messaging is welcome - but it only works if the tech is accurate, transparent, and genuinely useful.

The role of first-party data in customer experience

With third-party cookies being phased out - Google started the process mid-2024, with others following - first-party data is stepping into the spotlight. Retailers are leaning into loyalty programs, app interactions, and in-store behavior to create relevant, personalized experiences.

And not all generations value the same things. In the US, Gen X leads the pack when it comes to valuing loyalty points in-store (41%), while Gen Z trails behind at 31%. That means personalization strategies need to be nuanced and not strictly one-size-fits-all.

Unified commerce: The next evolution of retail tech

Looking to what’s next, omnichannel is getting an upgrade. Unified commerce is all about connecting the back end with inventory, order processing, and payments so the front-end experience is truly seamless. Customers don’t want to have to take multiple steps before snagging that product they’ve been shown on their feed.

So what makes this seamless process happen? Cloud-based POS, real-time data syncing, AI-powered analytics all play a hand in creating that one-platform retail experience. When it works right, it makes smooth, personalized, flexible shopping experiences possible – wherever they happen.

AI is already proving its worth here. More than half of consumers say they’d use an AI chatbot to compare prices when online shopping – so the demand for smart tools is already baked in.

Fast and flexible fulfillment, including omnichannel returns

When we talk speed and convenience, it’s important to note these aren’t perks – they’re expectations. Free shipping? It’s the number one online purchase driver for 84% of US shoppers. Free and easy returns? Also high on the list, tied with sale pricing at 65%.

But becoming a leader is not just about delivery. Click and collect has seen steady growth,up 10% globally since Q4 2020. In Norway in particular, 31% say it’s a key purchase driver, more than double the global average of 14%.

Retailers that nail fulfillment - from fast delivery to smooth returns - earn serious customer loyalty.

Customer service as an omnichannel differentiator

Now, let’s discuss where some retailers have traditionally fallen down. Customer service needs to meet shoppers where they are, whether on social, in-store, or via chatbot. Over a third of consumers say they’d consider using AI to get their questions answered, and 28% want personalized recommendations.

In the US, the importance of friendly, high-quality in-store service is on the rise too. Since 2020, the number of people who say friendly service matters has grown 6%, and those who value good service overall are up 5%.

So yes, AI is undoubtedly helpful, but a personal connection still counts.

Localization and hyper-personalization

Local relevance is the next frontier in personalization. Whether it’s through region-specific promotions, local inventory visibility, or geo targeted campaigns, shoppers want experiences that feel tailored to them.

By blending first-party data with AI, retailers can serve up the right product, message, or offer at the right time and place. That’s not just good customer experience, it’s what builds loyalty.

What this means for brands and retailers

Retail is evolving fast.brands leading the way are those thinking bigger than simply omnichannel. Unified commerce is the new gold standard, powered by first-party data, AI, and mobile-first design.

To win, retailers need to streamline their tech, personalize at scale, and deliver consistently across every touchpoint. The brands who get this right won’t just meet expectations – they’ll set the