Omnichannel shopping

As the lines blur between the physical and digital environment, multiple channels will become more prevalent in customers’ paths to purchase. This is evidenced by 73% of customers using multiple channels during their shopping journey. What it means for e-commerce is to understand how their customers buy, which marketing channels do they engage with, and their motivations and main drivers to purchase. In the simplest sense, Omnichannel shopping means decoding what, where, when, why, and how people are purchasing the products you sell on a particular channel. There are many ways where multi-channel shopping is in the works. For instance, people can research a product online and then buy in-store, or buy products online and pick them up in-store. The more channels your shoppers use, the more likelihood of an increased average order value. For example, customers who used more than 4 shopping channels spent 9% more in the store, on average, when compared to those who used just one channel. Every single touchpoint is important because it puts every single piece of the puzzle into a whole story. Knowing your customers’ touchpoints before they purchase will better inform your brand of how to promote your products and allocate your marketing budget.

shopping is on the rise

Today’s sellers can do way more than just advertising on Facebook, Instagram, or any other social platform. With the…