Omnichannel Marketing Statistics for 2026: Customer Retention, Revenue Impact, Channel Performance, and Market Size

In 2026, omnichannel marketing is the baseline expectation, not a competitive differentiator. Consumers shift seamlessly between devices, platforms, stores, and apps throughout a single purchase journey, and they expect the brand experience to follow them without friction, repetition, or inconsistency. The data confirms that most buyers are omnichannel by default: 73% of retail shoppers engage across multiple channels during their buying journey, shoppers now interact with an average of six touchpoints before purchasing, and more than 60% of consumers participate in omnichannel shopping according to McKinsey research.

The business case for omnichannel investment has never been clearer. Companies with strong omnichannel strategies retain 89% of their customers, compared to just 33% for companies with weak omnichannel engagement. Campaigns using three or more channels generate 287% higher purchase rates than single-channel campaigns. Omnichannel consumers have a 30% higher lifetime value than single-channel shoppers. And B2B buyers now use an average of ten interaction channels during their purchase journey, up from five in 2016, with e-commerce having overtaken in-person sales as the top revenue-generating channel for B2B organizations that offer it.

Yet the gap between expectation and delivery remains wide. Only 29% of businesses deliver the seamless cross-channel interactions that 90% of consumers say they want. This gap, more than any other factor, defines the competitive landscape for marketing leaders in 2026.

This article compiles 70+ omnichannel marketing statistics organized across nine thematic sections, drawn from the latest figures published within the last two years by primary research institutions, global consultancies, platform data providers, and market intelligence firms. Every statistic is atomic, individually sourced, and linked directly to its original study or publication.

Scope and Methodology

Includes only publicly available omnichannel marketing statistics relevant for 2026.
Based on the latest figures published within the last two years.
Sources include primary research, first-party platform data, institutional studies, and industry reports.
Each statistic is listed separately with its original source and study context.
No estimates, forecasts, interpretations, or recommendations are included.

Key Omnichannel Marketing Statistics for 2026

Companies with strong omnichannel customer engagement strategies retain 89% of their customers, compared to 33% for companies with weak omnichannel engagement, based on research by Aberdeen Group, cited in Capital One Shopping Omnichannel Statistics.
Omnichannel marketing campaigns using three or more channels achieve a 287% higher purchase rate compared to single-channel campaigns, based on a 2020 analysis of more than 135,000 campaigns by Omnisend.
Companies with strong omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue, compared to 3.4% for companies with weak omnichannel strategies, based on research by Aberdeen Group, cited in UniformMarket Omnichannel Statistics.
B2B customers use an average of ten interaction channels in their buying journey, up from five in 2016, based on the 2024 B2B Pulse Survey by McKinsey and Company.
The global omnichannel retail commerce platform market was valued at USD 6.57 billion in 2024 and is projected to grow to USD 12.88 billion by 2029 at a CAGR of 14.4%, based on a 2025 report by The Business Research Company.
The global omnichannel retailing market is estimated at USD 10.13 billion in 2025 and is expected to reach USD 25.35 billion by 2032 at a CAGR of 14%, based on a 2025 study by Coherent Market Insights.
Multichannel e-commerce sales totaled USD 575.6 billion in 2023, representing 47.0% of all U.S. e-commerce, based on a 2025 compilation by Capital One Shopping Research.
73% of retail shoppers use multiple channels during their shopping journey, utilizing an average of six touchpoints before making a purchase, based on a study of 46,000 retail shoppers by Harvard Business Review, cited in Capital One Shopping Research.
Omnichannel consumers have a 30% higher lifetime value than single-channel shoppers, based on research by Google, cited in Porch Group Media Omnichannel Statistics.
Purchase frequency is 250% higher on omnichannel versus single-channel campaigns, with average order value 13% higher per order on omnichannel versus single-channel, based on a 2020 analysis by Omnisend.
90% of consumers want seamless interactions across all channels, yet only 29% of businesses deliver that experience, based on research cited by Firework Omnichannel Statistics.

Adoption and Usage Statistics

85% of North American retailers employed omnichannel strategies as of 2024, compared to 78% of European retailers and 68% in Asia, based on a 2025 report by Magenest, cited in Electroiq Omnichannel Statistics.
90% of retail leaders consider an omnichannel strategy critical for business success, based on research cited in Electroiq Omnichannel Statistics.
More than 60% of consumers participate in omnichannel shopping, based on a study by McKinsey and Company, cited in BetterCommerce Omnichannel Statistics.
87% of shop owners believe it is very important to connect with customers through various channels, based on research cited in Electroiq Omnichannel Statistics.
64% of marketers cite a lack of resources and investment as their primary barrier to implementing omnichannel marketing, based on research by The CMO Club, cited in Porch Group Media.
Among the top 1,000 U.S. retailers, 77.2% offered buy online, pick up in-store (BOPIS) in 2024, based on a 2025 data compilation by Capital One Shopping Research.
24.8% of the top 1,000 U.S. retailers offered curbside pickup in 2024, based on a 2025 data compilation by Capital One Shopping Research.
Omnichannel strategies drive an 80% increase in store visits from customers who engage across multiple channels, based on research by Google, cited in UniformMarket Omnichannel Statistics.
Companies that successfully embed omnichannel approaches show EBIT growth of 13.5%, compared to 1.8% for those that do not, based on a study by McKinsey and Company, cited in Persuasion Nation.
94% of B2B decision makers view today’s omnichannel sales model as being as effective or more effective than the pre-COVID model, based on the 2021 B2B Pulse Survey by McKinsey and Company.

Audience and Behavioral Statistics

55% of consumers visit a retailer’s website before shopping at a physical location, based on a 2025 data compilation by Capital One Shopping Research.
25% of shoppers visit retailer websites while shopping in-store, and 13% visit the website after leaving the store, based on a 2025 data compilation by Capital One Shopping Research.
59% of consumers visit stores to see and touch products they plan to buy online, based on a 2025 data compilation by Capital One Shopping Research.
33.8% of shoppers report using omnichannel services because they are convenient, while 33.2% do so because it saves time, based on a 2025 data compilation by Capital One Shopping Research.
98% of Americans switch between devices in the same day, based on research by Google, cited in Porch Group Media.
90% of multiple-device owners switch between devices every day, using an average of three devices to complete a single task, based on research by Google, cited in BetterCommerce.
74% of consumers conducted online research before visiting a physical store, based on research by Think with Google, cited in BetterCommerce.
72% of consumers will only engage with personalized marketing content, based on research cited by Firework Omnichannel Statistics.
76% of customers expect consistent interactions across departments, and 74% use multiple channels to start and complete a transaction, based on the 2024 Salesforce State of the Connected Customer Report, cited in Medium, Reimagining Omnichannel Product and Service Experiences in 2025.
81% of customers want a personalized experience, and 70% say it is important that an employee knows them and their history with a company, based on the 2024 State of Customer Service and CX Study, cited by Treasure Data 2025 Retail Trends.
23% of shoppers made repeat purchases after being exposed to omnichannel shopping with synchronized channels, based on research cited in WiserNotify Omnichannel Statistics.

Channel Performance Statistics

Omnichannel campaigns that involved SMS were 429% more likely to end in conversion compared to single-channel campaigns, based on an analysis of over 7 million SMS campaigns by Omnisend.
Omnichannel campaigns that involved push notifications had a 614% higher order rate compared to single-channel campaigns, based on an analysis of over 400,000 web push notifications by Omnisend.
Marketers using three or more channels in a single campaign earned a 494% higher order rate than those using a single-channel campaign, based on an analysis of more than 135,000 campaigns and 610 million messages by Omnisend.
Omnichannel marketing can bring in nearly six times more sales than single-channel marketing, based on first-party data by Omnisend.
Offering curbside pickup among the top 1,000 U.S. retailers increased consumer conversion rates by 25.8% in 2024, based on a 2025 data compilation by Capital One Shopping Research.
60% of all retail sales are influenced by digital channels, even when the final purchase is made in-store, based on research cited by Firework Omnichannel Statistics.
71% of shoppers who use smartphones for research in-store say it has become an important part of their shopping experience, based on research by Google, cited in Porch Group Media.
Companies utilizing an integrated omnichannel solution experience a 31% reduction in first-resolution times and a 39% decrease in customer wait times compared to those operating in siloed channels, based on research cited by Plivo Omnichannel Customer Service Statistics.
Four in five companies have implemented a channel steering strategy, with 36% successfully deflecting calls to other channels as a result, based on a study by Deloitte Digital, cited in Plivo Omnichannel Customer Service Statistics.
Multichannel e-commerce sales increased 17.2% in 2023, from USD 491.2 billion in 2022 to USD 575.6 billion in 2023, based on a 2025 data compilation by Capital One Shopping Research.

Conversion and Acquisition Statistics

Offering click-and-collect or BOPIS increases purchase likelihood by 22.7% among e-commerce consumers, based on a 2025 data compilation by Capital One Shopping Research.
30.9% of online shoppers are more likely to make a purchase if they can return items to a physical location, based on a 2025 data compilation by Capital One Shopping Research.
14% of BOPIS shoppers will buy additional items in-store when picking up online purchases, based on a 2025 data compilation by Capital One Shopping Research.
41% of online shoppers consider the quality of a retailer’s app when choosing which physical stores to shop at, based on a 2025 data compilation by Capital One Shopping Research.
Personalizing omnichannel strategies leads to a 20% increase in customer satisfaction, based on research cited by Firework Omnichannel Statistics.
Personalization reduces customer acquisition costs by 7.5%, based on research cited by Firework Omnichannel Statistics.
60% of consumers are more likely to make repeat purchases from brands offering personalized experiences across multiple channels, based on research cited by Firework Omnichannel Statistics.
Companies with mature omnichannel service design practices see a 25% increase in close rates, based on research by Aberdeen Group, cited by Taylor Black on Medium.
Retailers using unified commerce platforms experience up to 150% omnichannel GMV growth, based on independent research cited in Shopify B2B E-commerce Trends and Statistics.
Retailers using unified commerce platforms experience 20% faster implementation time and 34% lower data-migration and transition costs, based on independent research cited in Shopify B2B E-commerce Trends and Statistics.

Revenue and Business Impact Statistics

Companies with strong omnichannel strategies see a 7.5% year-over-year decrease in cost per contact, compared to a 0.2% decrease for companies with weak omnichannel strategies, based on research by Aberdeen Group, cited in UniformMarket Omnichannel Statistics.
Companies with mature omnichannel service design practices see 10% year-over-year revenue growth and a 10% increase in average order value, based on research by Aberdeen Group, cited by Taylor Black on Medium.
B2B businesses using omnichannel approaches see an 11% year-over-year revenue growth, based on research cited by Firework Omnichannel Statistics.
70% of marketers report that omnichannel marketing significantly improves ROI, based on research cited by Firework Omnichannel Statistics.
The omnichannel retailing market in North America was valued at USD 2.1 trillion in 2024, accounting for a 35% share of the global market, based on a 2025 report by Magenest, cited in Electroiq Omnichannel Statistics.
The omnichannel retail commerce platform market was valued at USD 5.36 billion in 2023, based on an August 2025 report by Market Research Future.
The global omni-channel retail solutions market was estimated at USD 8.52 billion in 2024 and is projected to reach USD 24.70 billion by 2034 at a CAGR of 11.22%, based on a 2025 study by Market Research Future.
The global omni-channel retail solutions market was estimated at USD 5.96 billion in 2021 and is projected to reach USD 17.92 billion by 2030, growing at a CAGR of 13.6%, based on a study by Grand View Research.
The omnichannel retail commerce platform market is projected to reach USD 26.06 billion by 2032, growing at a CAGR of 19.20% from 2024, based on an August 2025 report by Market Research Future.
E-commerce platforms dominate the global omnichannel retailing market with a 68.7% share, based on a 2025 study by Coherent Market Insights.

B2B vs B2C Statistics

E-commerce has ranked as the most effective B2B sales channel for four consecutive years, with more than one-third of revenue coming from e-commerce for organizations that offer it, based on the 2024 B2B Pulse Survey by McKinsey and Company.
39% of B2B buyers now spend over USD 500,000 per order through self-service e-commerce or remote interactions, up from 28% two years prior, based on the 2024 B2B Pulse Survey by McKinsey and Company, cited in Kensium.
73% of B2B buyers are comfortable spending USD 50,000 or more in a single online transaction, compared to 59% in 2022, based on the 2024 B2B Pulse Survey by McKinsey and Company, cited in Kensium.
20% of B2B buyers are willing to place orders exceeding USD 1 million through digital channels, based on the 2024 B2B Pulse Survey by McKinsey and Company, cited in Kensium.
34% of total B2B sales revenue now comes from self-service e-commerce combined with remote online sales interactions, based on the 2024 B2B Pulse Survey by McKinsey and Company, cited in Kensium.
82% of B2B business buyers want the same experience when buying for their business as when buying as a B2C consumer, based on the Salesforce State of the Connected Customer Report, cited in Convince and Convert.
73% of customers believe companies should inherently understand their expectations, and 62% expect businesses to proactively anticipate their needs, based on the Salesforce State of the Connected Customer Report, cited in Plivo Omnichannel Customer Service Statistics.
Data-driven B2B commercial teams that blend personalized customer experiences with generative AI are 1.7 times more likely to increase market share than those that do not, based on the 2024 B2B Pulse Survey by McKinsey and Company.
85% of B2B organizations expected the hybrid sales representative to be the most common role in their organization within three years, compared to just 28% of organizations that had hybrid sales roles at the time of the survey, based on the 2021 B2B Pulse Survey by McKinsey and Company.

Trust, Influence, and Perception Statistics

91% of consumers prefer brands that offer personalized touchpoints across their customer journey, based on a 2018 study by Accenture, cited in the Journal of Marketing Management via Taylor and Francis.
98% of companies prioritize personalization in their channel management, based on a 2023 study by Dynamic Yield, cited in the Journal of Marketing Management via Taylor and Francis.
65% of retailers and D2C brands struggle to personalize omnichannel customer journeys effectively, based on a 2022 study by Twilio, cited in the Journal of Marketing Management via Taylor and Francis.
88% of shoppers are more likely to return to businesses offering a connected omnichannel experience, based on research cited by Firework Omnichannel Statistics.
46% of companies apply personalization technologies by channel rather than uniformly across channels, based on a 2021 study by Dynamic Yield, cited in the Journal of Marketing Management via Taylor and Francis.
Among omnichannel shoppers, the top priorities for consistency between online and in-store experiences are coupons (67%), pricing (66%), product quality (61%), and brand assortment (56%), based on data cited in Knack Systems Customer Experience Trends 2026.
75% of omnichannel shoppers say order accuracy and availability are extremely important, based on data cited in Knack Systems Customer Experience Trends 2026.

Customer Value and Retention Statistics

Customer retention rates are 90% higher for omnichannel versus single-channel campaigns, based on a 2020 analysis by Omnisend.
Omnichannel consumers shop 1.7 times more frequently than single-channel shoppers, based on research cited in Amra and Elma Omnichannel Marketing Statistics.
Omnichannel buyers deliver up to 30% higher lifetime value and drive revenue growth 3.5 times faster than single-channel users, based on research cited in Martal Omnichannel Statistics 2026.
Customers who engage across multiple channels spend 4% more per visit to a physical store than single-channel customers, based on research by Google, cited in UniformMarket Omnichannel Statistics.
47% of consumers who use BOPIS make extra purchases when picking up their online orders in-store, based on research cited by Firework Omnichannel Statistics.
26.5% of consumers who use BOPIS or curbside pickup say they do so because they need products sooner than shipping would allow, based on a 2025 data compilation by Capital One Shopping Research.
Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel, based on research by Google, cited in Porch Group Media.
Over 90% of U.S. grocery consumers are omnichannel shoppers, based on a 2025 data compilation by Capital One Shopping Research.

Regional and Geographic Statistics

North America dominated the global omnichannel retailing market with a 37% share during the forecast period starting 2025, based on a 2025 study by Coherent Market Insights.
North America held the largest share of the omnichannel retail solutions market in 2023 and is expected to maintain its dominance throughout the forecast period, based on a 2025 study by Market Research Future.
Europe is the second-largest market for omnichannel retail solutions, driven by increasing demand for personalized shopping experiences and growing e-commerce adoption, based on a 2025 study by Market Research Future.
The Asia-Pacific region is expected to register the fastest growth in the omnichannel retail solutions market during the forecast period, based on a 2025 study by Market Research Future.
B2B decision makers in Brazil (74%), China (73%), and India (68%) believe omnichannel sales is more effective than previous sales models, compared to those in France (42%), the United Kingdom (45%), and Germany (46%), based on the 2021 B2B Pulse Survey by McKinsey and Company.
The share of food purchases taking place online increased 18% from 2024 to 2025 to represent 10% of U.S. grocery sales, based on a 2025 data compilation by Capital One Shopping Research.

References

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