Market Research Logo

Global Omnichannel Commerce Trends 2018

Global Omnichannel Commerce Trends 2018

Lines between online and in-store shopping disappearing

Consumers and merchants are changing their behavior, incorporating online elements such as researching product information on a smartphone into the in-store purchase process, or examining a product in a store before purchasing it online. The lines between online and in-store shopping are blurred, as retail purchases evolve into omnichannel shopping. The USA, UK and Australia lead this trend, though, according to the yStats.com report, China is also rapidly moving into omnichannel, referred to there as “new retail.”

Over half of smartphone owners use the device for product or pricing information while in a store, a practice known as showrooming. Additionally, the practice of webrooming, researching online before making a purchase in a physical store, is done by two-thirds of Internet-connected shoppers worldwide. Nearly half of all retail purchases in the USA and Europe will have a digital touch within five years, according to a projection cited in the new yStats.com report.

Other practices contribute to the movement to omnichannel retail. Making a purchase online for pick-up in store, or Click & Collect, is popular in many countries, particularly the UK. Many consumers appreciate the opportunity represented by the acronym BORIS, buying online, returning in-store. The innovative technologies of AI and the IoT along with mobile payments facilitate “just walk out” physical stores exemplified by Amazon Go stores, where consumers pick up goods without a traditional checkout process. This concept is particularly attractive to young adult shoppers, according to surveys cited in the yStats.com report.


1. Management Summary
2. Global Developments
Omnichannel Retail Trends, October 2018
Total Retail Sales, in USD trillion, and Breakdown by M-Commerce, E-Commerce and Other Retail, in %, 2016-2021f
Shopping Channels Used at Least Weekly, by In-Store, PC, Tablet and Mobile, in % of Global Online Shoppers, 2013 & 2018e
Share of Internet Users Making Purchases via Smartphone At Home/Travelling/During Free Time and Using Smartphone In-Store, in %, December 2017
Purposes of Smartphone Usage In-Store, in % of Online Shoppers, by Asia and the USA, 2017
Share of Connected Multi-Channel Shoppers Who Purchase Products Online After Seeing them In-Store and Who Browse Products Online and Purchase Them In-Store, by On Occasion and Regularly, 2017
Share of Online Shoppers Who Have Used Click & Collect, in %, June 2018
Top 3 Reasons for Using Click & Collect, in % of Online Shoppers Who Have Used Click & Collect, June 2018
Share of Online Shoppers Who Have Used Buy Online Return In-Store Service, in %, June 2018
Share of Internet Users Who Would Prefer an “Amazon Go” Store Experience if Offered by Other Retailers, by Age Group, in %, April 2018
Omnichannel Retail Index by Product Category, 2015 & 2017
Top 10 Countries by Omnichannel Retail Development Index, on the Scale 1-100, 2017
Omnichannel Shopper Penetration, in % of Connected Multi-Channel Shoppers, by Brazil, Germany, Japan, France, the UK and the USA, 2017
Digitally Influenced Retail Sales Share Compared to E-Commerce Share, in % of Total Retail Sales, by Selected Advanced and Emerging Markets, 2017
Digitally Influenced Retail Sales Share Compared to E-Commerce Share, in % of Total Retail Sales, 2012, 2017 & 2022f
Digitally Influenced Retail Sales in Major Emerging Markets Compared to Total Retail Sales and E-Commerce Sales, in USD trillion, 2012, 2017 & 2022f
3. Asia-Pacific
3.1. Regional
Breakdown of Research and Purchase Channels Used, by Product Category, in % of Middle Class Urban Consumers in Southeast Asia, Q2 2017
3.2. China
“New Retail” Market Size, in CNY billion, 2017 & 2022f
Top 10 Market Players in “New Retail”, 2018
O2O Approaches Used in Shopping, in % of Urban Middle-Class Internet Users, January 2017
Share of Purchases Involving At Least One Digital Touch Point, in %, 2016 & 2021f
3.3. Japan
Omnichannel Commerce Sales, in JPY trillion, and Year-on-Year Change, in %, 2015-2023f
3.4. South Korea
Channels Used to Research and Purchase Products and Services, in % of Online Shoppers, January 2018
3.5. Australia
Penetration of Webrooming and Showrooming Practices, in % of Online Shoppers, February 2017
Share of Internet Users Who Favor Retailers Offering Seamless Channel Integration, in %, February 2018
Breakdown of State of Innovation in Retail, by Retailer Type, incl. Brick and Mortar, Pure Play Online and Multichannel, in %, 2017
3.6. India
Breakdown of Number and Value of Purchases by Urban Consumers by Channel, incl. “Pure Online”, “Pure Offline” and “Mixed”, in %, 2017
Breakdown of Purchase Transactions in Selected Product Categories, by Purely Online, Purely Offline and Mixed, in %, 2017
3.7. Philippines
Share of Online Shoppers Practicing “Showrooming” Before Making an Online Purchase, in %, Compared to the Global Average, December 2017
4. Europe
4.1. Regional
Digitally Influenced Offline Retail Sales in EU7, in EUR billion, 2017 & 2022f
Digitally Influenced Offline Retail Sales Share in EU7, in % of Offline Retail Sales, 2022f
Top 3 Product Categories in Webrooming and Showrooming, by Denmark, Finland, Norway and Sweden, in % of Online Shoppers, January 2018
Factors Expected to Have the Greatest Impact on the Retail Industry in the Next 2-3 Years, in % of Multichannel Retailers, January 2017
4.2. UK
Click & Collect Sales, in GBP billion, 2017 & 2022f
Click & Collect Share of B2C E-Commerce Sales, in %, 2017 & 2022f
Omnichannel Behavior Penetration, by Showrooming and Webrooming, in % of Consumers, 2017
Breakdown of Satisfaction of Consumers with Receiving a Consistent Omnichannel Purchasing Experience, in % of Consumers, August 2017
4.3. Germany
Share of Purchases Preceded by Online Research via Smartphone, in %, by Online and Offline Purchases, 2017
Breakdown of Retail Purchases by Mono-Channel and Multi-Channel Purchases, by Online Purchases, Offline Purchases and Total Purchases, 2017
Most Important Payment Trends for the Next 3 Years According to Online Merchants, in % of Online Merchants, 2017
4.4. France
Delivery Methods Used in E-Commerce, in % of Online Shoppers, 2017
4.5. Italy
Breakdown of Frequency of Showrooming and Webrooming, in % of Online Shoppers, 2017
4.6. Spain
Breakdown of Online Shoppers by Research and Purchase Channels, in %, July 2018
4.7. Sweden
Overview of Omnichannel Shoppers, incl. Share of Consumers Who Did Webrooming and Showrooming, in %, Average Spending by Consumers Who Crossed Multiple Channels, and Average Spending by Consumers Who Used a Single Channel, in SEK, Q4 2017
4.8. Poland
Breakdown of O2O Approaches Used in the Last Purchase, in % of Online Shoppers and Mobile Shoppers, April 2018
5. North America
5.1. Regional
Retailers’ Expectations of Sales Breakdown by Channel, in %, by Last 12-18 Months and Next 12-18 Months, November 2017
Breakdown of Percentage Share of Multichannel Shoppers, and Percentage Difference of Multichannel Shoppers’ Spending Compared to Store-Only Shoppers, in % Retailers, November 2017
5.2. USA
Digitally Influenced Sales Share, in % of Total Retail Sales, 2017 & 2022f
Digitally Influenced Sales Share, in % of Offline Retail Sales, 2014 - 2022f
Top Consumer-Facing Initiatives and Priorities for 2018, in % of Retailers, Q4 2017
Breakdown of Customers of Omnichannel Retailers by Omnichannel, Online Only and Offline Only, in %, and Breakdown of Sales of Omnichannel Retailers by Type of Customer, in %, Q1 2018
Breakdown of Search and Purchase Channels Used, in % of Consumers, January 2018
Breakdown of Channels Preferred for Doing Most of Shopping for Non-Grocery Items, by Mobile, Online and In-Store, in % of Consumers, by Age Group, March 2017
Awareness and Usage of Emerging Technologies in Shopping, in % of Consumers, July 2017
Share of Consumers Who Said They Would Enjoy Amazon Go More than Traditional Grocery Shopping, in %, February 2018
5.3. Canada
Breakdown of Frequency of Showrooming and Webrooming, in % of Online Shoppers, March 2018
6. Latin America
6.1. Brazil
Breakdown of Frequency of Webrooming and Showrooming, in % of Online Shoppers, 2017
Breakdown of E-Commerce Orders by Delivery Method, incl. In-Store Collect, in %, June 2018
6.2. Mexico
Omnichannel Shopping Behavior, in % of Internet Users, July 2018
7. Middle East & Africa
7.1. UAE
Omnichannel Features Supported by Multichannel Retailers, in %, August 2018
7.2. Saudi Arabia
Channels Used to Purchase Selected Product Categories, by Online, Offline and Both, in % of Respondents, May 2017
Channels Used to Purchase Selected Categories of Services, by Online, Offline and Both, in % of Respondents, May 2017
7.3. South Africa
Webrooming and Showrooming Penetration, in % of Internet Users, September 2018

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report