The Omnichannel Commerce experience is becoming more central to the fortunes of retailers and brands. The factors driving it are:
- Pandemic-driven impetus to digital commerce
- The demographic profile is skewing to digital natives
- The ever-growing clout of the ecommerce marketplaces.
Omnichannel commerce allows brands and retailers to provide a seamless experience for their customers across various platforms. An excellent omnichannel experience creates engagement throughout the customer journey, improving the buying experience and creating great loyalty.
Traditional retail experience falls short in the rapidly changing market. Trends like AI and automation are simplifying operations. AI substantially reduces the time spent on tedious operations. For instance, a buyer or merchandiser might spend hours sorting products into specific categories and sub-categories. AI-powered product tagging tools can organize a catalogue in a matter of seconds.
Aiding AI requires discipline in finding and defining relevant product attributes. One must know how to build the processes and systems to support automation. AI can help retailers assimilate accurate data on customer preferences, based on their purchasing history and rejected or abandoned products. With the current AI trends, retailers can provide a tailored experience to customers based on their preferences, purchase decisions, and intent. AI-driven omnichannel strategies benefit retailers both online and offline, allowing them to connect with their customers better.
The Top Trends Shaping the Future of Omnichannel Retailing in 2025
In 2025, retailers are increasingly relying on advanced technology that has changed the shopping experience. Personalized shopping journey is trending in the market. Customers don’t want a detached shopping journey; they want a connection with their favorite brands. With AI at their disposal, retailers are able to collect and analyze substantial amounts of data within a few seconds. They can, then, build a unique and personalized customer experience using datapoints like preferences, shopping behaviors, and purchase history. Online and offline retail worlds are integrating seamlessly. Sustainability as a trend is driven by customer demand and investor interest. Brands that prioritize sustainability are seeing improved customer loyalty, brand enhancement, and cost savings. The future of the ecommerce industry looks bright and technology-driven. Customer expectations are driving meaningful change.
Why Omnichannel Matters More Than Ever in 2025
Customers now want a seamless experience across all channels. They want to relate to a product or service on a personal level. Omnichannel retailing is about creating a cohesive and unified experience for the customer.
Since the pandemic, customers have increasingly turned to flexibility and convenience. More and more customers are searching online and then proceeding to purchase in-store. Think With Google’s research indicates that omnichannel retail strategies help generate around 80% of in-store customer visits. Furthermore, as much as 74% of customers conduct online research before actually visiting a physical store.
Here’s the thing: Data suggests that 55% of the customers still enjoy going to physical stores. They want to see and feel the products. Even if they end up buying online, their in-store experiences often affect their decisions. This blend of physical and digital interactions highlights the need for brands to adapt to evolving e-commerce omnichannel trends.
Online orders that were collected at stores grew 208% during the pandemic. That’s because 67% of shoppers now expect to purchase online and then proceed to pick it up from the store.
Alternatively, customers may be at a physical shop, select an item they like, but couldn’t find it to their preference. Then, they find it online and purchase it there. 77% of shoppers who use their phones for inventory research within a shop state that it has become an essential part of the experience. This seamless integration of digital and physical shopping experiences is redefining the future of omnichannel retailing.
It is evident that an essential aspect of omnichannel is that each channel is interconnected. This interconnection guarantees a consistent brand experience and connected purchase journey. RetailMeNot’s research results found that 69% of shoppers used their phones to compare products at home, and 53% used their phones to review ratings before speaking with a store associate.
In 2024, m-commerce accounted for 40.4% of all ecommerce sales.
In 2025, mobile sales will represent close to 10.4% of all retail sales.
Those top omnichannel customer engagement brands experience a 9.5% annual boost in annual revenue, while companies with poor omnichannel brand strategies experience only 3.4%.
Research suggests that solid omnichannel brands witness a 7.5% yearly decrease in cost per contact. Only 11% of organizations claim to have a sophisticated implementation of omnichannel retail strategies. It is important to note that 77% of highly effective omnichannel businesses store customer data across various channels.
Top Omnichannel Retail Trends in 2025
Unified Commerce Platforms
Customers across industries are responding well to the growing omnichannel retail trends. Flexibility is the key; customers want to shop anywhere, anytime, and on any device available. The key to a well-functioning omnichannel experience is integrating various channels seamlessly. Customers want convenience. They want the same level of service online and offline. In 2025, retailers that are adapting to the omnichannel approach are seeing better numbers, growing sales, and more loyal customers. Omnichannel solutions are bringing in customers who shop more frequently, increasing revenue at a more rapid rate than a retailer relying on a single channel.
Hyper-Personalized Shopping Journeys
With advanced technology like artificial intelligence and automation, collecting customer data has never been easier. Retailers are increasingly gravitating towards enhancing customer engagement through personalized experiences. Retailers are addressing the following areas to build a personal connection with their customer base:
- Customer Preferences: Automation has allowed retailers to track customer preferences, behaviors, and purchase habits in real-time. This data helps retailers understand their customers’ shopping journey and recommend products that meet the customers’ needs.
- Tailored Marketing: With the vast amount of data collected, retailers can now completely understand their customers; this means they can craft personalized marketing and promotional campaigns. If a customer regularly shops for a specific makeup product, the retailer can send them offers or discounts on the product.
- Prevailing Technology: Retailers are seeing the value in relying on the advancing technology in today’s market. Artificial intelligence (AI) and machine learning are simplifying business operations by collecting and analyzing substantial amounts of data in a matter of seconds. All those data points help retailers make informed decisions about their business.
Seamless Integration of Physical and Digital Stores
A single-channel solution is no longer a viable option if you want a competitive edge in today’s rapidly changing market. The online and offline worlds of retail must become seamlessly integrated. A report from Shopify states 59% of customers search the products online before buying them from a store. This is a trend that is growing in 2025.
Retailers are working on integrating their customer data to create a 360-degree view. The online browsing behavior will be used to curate collections, in-store merchandise planning, and personalized offers for in-store shoppers. In-store purchase data will be used to drive online promotions and new product launches.
Conversational Commerce and Voice Shopping
AI is used to enhance the online buying experience, predict customer choices, and drive hyper-personalization. The addition of more in-store connected devices will bring that personalization to stores. It will also be used to drive more in-store automation like shopping guidance, virtual trials, preselected collections to review, and more.
Conversational commerce and voice shopping are revolutionizing the brand-customer relationship. Conversational commerce influenced by AI allows for personalized and real-time interactions through chatbots and voice assistants. The voice shopping trend leverages voice commands to facilitate purchasing, making the overall experience more convenient and accessible to users.
Social Commerce as a Sales Channel
Social media platforms have taken the front seat in marketing in recent years. Brands are now selling products directly through social media platforms. Customers can discover, browse, and purchase products without ever leaving the social media platform. Social media influencers have become the new strategy to reach a wider audience.
Influencer marketing has gained immense momentum in the past decade. This trend is here to stay in 2025. Retailers can leverage relatable influencer marketing, driving engagement. Brands are now expected to leverage influencers who are relatable to their target audience and who can genuinely influence a large number of consumers. Reputable and relatable influencers can help build trust between their audience and the retailers’ products.
Social media is easy and fun; this is what attracts customer attention and compels them to stay loyal. Through social media, brands can partner with influencers to promote products and drive sales. The AI-driven algorithm on social media platforms works in the retailers’ favor, categorizing customers and targeting experiences more effectively.
Subscription-Based and Membership Models
Subscription and membership models are increasingly becoming integrated into omnichannel retail strategies. They can enhance customer loyalty, provide predictable revenue streams, and improve inventory management. These models can be tailored to individual preferences and provide a seamless, personalized shopping experience, all for a recurring fee.
Sustainability-Driven Shopping Choices
Sustainability has become a top priority among shoppers. Influenced by climate change and other socio-economic factors, more people are turning to sustainable options. Customers want products that last longer and generate less waste. The sustainability trend has created a fundamental change in the retail industry. Investors, too, are showing increased interest in brands that emphasize sustainability. This trend has improved cost savings and customer loyalty, and enhanced brand image.
Customers don’t just want brands to say they are sustainable; they want brands to actively practice sustainability in all avenues. Retailers are now increasingly practicing sustainable sourcing, eco-friendly packaging, and supply chain optimization.
Future of Omnichannel Retailer: What’s Next?
In a world where custom-made products speak volumes, they have now become a common service. Customization with consideration is what sparks the omnichannel retail trend. It is easy to market to people with the data collected, but what if we did something considerable with that data to make the shopping experience more meaningful? For instance, the choice to opt out of holiday/festivities marketing gives brands an opportunity to build trust.
AI is the future of omnichannel retailing. Machine learning and augmented reality will take personalization and convenience to a whole new level. As the importance of data increases, retailers will leverage data-driven, actionable insights to predict future demand and prescribe certain actions that can enhance customer experience.
The future of omnichannel retailing is clear: convenience and personalization are key to customer satisfaction. Any organization that is willing to adapt rapidly through innovation will thrive in this competitive world of omnichannel marketing and retail.
How Retailers Can Adapt Their Omnichannel Strategies in 2025
Retailers have their work cut out for them in this rapidly changing market. Brands must focus on unifying customer data, personalizing experiences, and ensuring brand consistency. Retailers can adapt their omnichannel strategies in the following ways:
- Audit current capabilities and data flow across channels. A retail audit helps businesses assess their operations to identify areas of improvement. An audit can help improve customer experience, compliance, and efficiency. A comprehensive evaluation of business operations can help a brand refine strategies, optimize performance, and ensure consistent service delivery across various channels.
- Modern retail businesses can stay on par with their competitors by seamlessly integrating online and offline shopping experiences. Customer satisfaction is a business’s No. 1 priority. Unifying data, creating loyalty programs, and optimizing the online interface while easing the physical shopping experience are the key factors that drive growth.
- Make use of AI-powered SEO strategies. AI is a company’s best friend. Artificial intelligence can enhance website interfaces, communicate with customers 24/7, predict market trends, and create and improve meta tags. AI can help you stay ahead of your competitors. It is a valuable tool to have in your business growth toolkit.
- Much like AI, augmented reality (AR) is also gaining momentum. Retailers are increasingly using AR to improve customers’ shopping experience. AR can help customers visualize the product in their space before they buy it. This creates more trust and confidence. AR can lead to increased sales, fewer returns, and enhanced overall customer experience.
- Upskilling employees is an essential factor of omnichannel retailing, particularly in 2025. Businesses should equip their employees with the necessary skills and knowledge to handle customer interactions, optimize business operations, and leverage technology, ensuring a smooth and pleasant customer experience.
Conclusion
Omnichannel commerce will continue to be a strategic priority for retailers in 2025. Additional investment will go into strengthening current omnichannel capabilities. The goal remains to make omnichannel commerce truly omnichannel. Omnichannel retailing is no longer just an option; it is a necessity. Businesses that are able to keep up and stay on par with their competitors are guaranteed to thrive in this chaotic market.
