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Omnichannel Trend in Global B2C E-Commerce and General Retail 2015

Omnichannel Trend in Global B2C E-Commerce and General Retail 2015

Omnichannel Blends Online and Brick and Mortar Retail

The two major phenomena that have been softening the line between B2C E-Commerce and physical shopping experience in retail in the recent years are showrooming and webrooming. Over a half of consumers with Internet access researched products in-store before buying them online in 2014, while an even larger share searched for information online and then purchased an item in-store.

The increasing use of mobile Internet devices in physical stores is another important factor in omnichannel: shoppers use their mobile phones to compare prices online while shopping in-store, and close to a quarter of consumers surveyed last year made purchases via applications and websites on their phones while in-store.

The signs of the omnichannel trend are penetrating worldwide. South Korea and China were the worldwide leaders among selected emerging and advanced markets in terms of showrooming, while Canada and India had a substantial share of consumers engaging in webrooming. In the UK, the click-and-collect option is gaining strength, while in Russia the self-pick-up option is used in the majority of online purchases. In Germany, more than two-thirds of young tech-savvy consumers believed that the option to order online and return an item in-store was essential, while in the USA a significant share of consumers found that promotions offered online are not available in-store.

Both online and store-based retailers worldwide are adapting to the ominichannel trend. The major US retailer Wal-Mart uses its vast store chain presence to offer omnichannel options such as ship-from-store and pick-up and pay-with-cash in-store for items ordered online. Meanwhile, online pure-plays are advancing on the physical space. Groupon and eBay experimented with pop-up stores for the Christmas shopping season in Australia, and Amazon opened its first staffed pick-up and drop-off location on a university campus in the USA in 2015.


1. Management Summary
2. Global Trend
Overview of Omnichannel Retail Trend, March 2015
Breakdown of Frequency of Shopping, by Channel, in % of Online Shoppers, September 2014
Omnichannel Capabilities Used, in % of Large Retailers, September 2014
Importance of Services When Shopping Online, in % of Multichannel Buyers in Selected Advanced Markets, December 2013
Omnichannel Capabilities with the Highest Priority, in % of Retailers/Manufacturers in Selected Advanced Markets, December 2013
Factors Important for Ideal Customer Experience in Omnichannel Retail, in % of Consumers, September 2014
Share of Online Shoppers Using the Click-and-Collect Option, in %, by Germany, the UK and the USA, April 2014
Share of Consumers with Internet Access who Browse Products in Store/Online before Buying in Store/Online, March 2014
Share of Online Shoppers Who Browse Products in Store/Online before Buying in Store/Online, March 2014
Actions Conducted With Mobile Phones While Being In Store, incl. Purchase, in % of Consumers with Mobile Phone, 2014
3. Global Comparisons
Online Shopping Destinations, in % of Internet Users Who Use the Internet at Least Once, by Selected Countries, incl. Brazil, July 2014
Breakdown of Channels Used for Purchasing the Product After Researching It In-Store, in % of Consumers Who Researched In-Store, by Selected Advanced Markets, Q1 2014
Breakdown of Channels Used for Purchasing the Product After Researching It In-Store, in % of Consumers Who Researched In-Store, by Selected Emerging Markets, Q1 2014
Breakdown of Channels Used for Purchasing the Product After Researching It Online, in % of Consumers Who Researched Online, by Selected Advanced Markets, Q1 2014
Breakdown of Channels Used for Purchasing the Product After Researching It Online, in % of Consumers Who Researched Online, by Selected Emerging Markets, Q1 2014
Share of Consumers with Mobile Phone Comparing Prices via Mobile While Being In Store, in %, by Selected Countries, 2014
4. Examples from Top Countries
4.1. China
Share of Online Shoppers Doing Research via Mobile while in-Store, in %, and Type of Purchase Made after Mobile Research in-Store, in % of Online Shoppers who Did In-Store Research via Mobile, 2014
Omnichannel Options Interested in, in % of Online Shoppers, 2014
4.2. USA
B2C E-Commerce Sales Compared to Web-Influenced Sales not Completed Online, in USD billion 2014e & 2018f
Share of Showroomers on Smartphone Owners and Non-Owners, in %, Q3 2013 & Q3 2014
Technology-Related Investment to be Made in the Next 12 Months, in % of Retailers, Spring 2014
Activities Carried Out on Mobile In-Store, in % of Mobile Phone Users, 2014
Perceived Disadvantages of In-Store Compared to Online Shopping Experience, in % of Consumers, 2014
4.3. UK
Perceived Disadvantages of In-Store Compared to Online Shopping Experience, in % of Consumers, 2014
Share of Online Shoppers Using Click-and-Collect Option, in %, April 2014 & 2017f
Share of Consumers Who Browse Products via Mobile Devices In-Store to Find Best Deals Online, May 2014
4.4. Japan
Actions Carried Out Online to Related to a Purchase Decision, in % Internet Users Who Researched the Product Online, Q1 2014
4.5. Germany
Breakdown of Spending, by Online and Offline Purchase and Research Behavior, in %, by Selected Product Categories, 2014e
Necessary Cross-Channel Services, in % Young Consumers Using Smartphones and Internet Daily, July 2014
Reasons for Using In-Store Pick-Up Option for Online Orders, in % of Online Shoppers Who Used the Option, July 2014
4.6. France
Share of Internet Users who Browse Products in Store/Online before Buying in Store/Online, in %, May 2014
Share of Internet Users Who Used Click-and-Collect Option, by Collected from Store and Collected from Pick-Up Point, May 2014
4.7. South Korea
Share of Internet Users who Browse Products in Store/Online before Buying in Store/Online, in % of Smartphone Owners, September 2014
4.8. Canada
Importance of Options to Exchange and Pick-Up in Online Purchases in Store, by % of Online Shoppers who Think It is Important, 2013
Omnichannel Capabilities Employed by Retailers, in % of Retailers, 2014
4.9. Russia
Breakdown of Last Online Purchase by Delivery Options, incl. Pick-Up Options, September 2014
4.10. Brazil
Stages of Purchase Preparation on Which Internet Research Was Used, in % Internet Users Who Researched the Product Online, Q1 2014

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