Today’s shoppers demand a frictionless journey.
To earn consumers’ business, brands must deliver a seamless customer experience across seven omnichannel touchpoints.
This guide aims to equip manufacturers and retailers with the insights and strategies needed to succeed in today’s global omnichannel environment and help prepare them for the emerging trends of tomorrow.
Omnichannel market dynamics in the United States
$1.5 trillion
Value of the omni opportunity in the U.S.
80:20
Average in-store vs. online spend ratio
for U.S. consumers
U.S. trends brands and retailers should be aware of:
- Retail media networks are huge, and they’re growing.
- Categories are far from a monolith.
- Amazon will remain the commanding presence in both omnichannel sales and share.
- Availability is the top U.S. purchase driver online.
- U.S. online shoppers favor small trips.
1%
Year-over-year growth in
new online shoppers
4%
Year-over-year growth in purchase
frequency for online shoppers
Western European FMCG trends to watch:
- The Health & Beauty category is growing.
- Quick commerce is in decline.
- In-store shoppers prefer hypermarkets and supermarkets.
- Chinese platforms are delivering value in Western Europe.
- Convenience is a top purchase driver online.
Omnichannel market dynamics in Western Europe
The omni landscape across Asia Pacific
50%
Five of the top 10 e-commerce retail
share markets are in APAC
62.6%
Percentage of global e-commerce
that originates in APAC countries
Developing APAC trends for FMCG:
- There’s huge opportunity for e-commerce growth.
- Health & Beauty have dominant players.
- Quick commerce is booming in several markets.
- Social commerce is rapidly expanding here.
- Price is a top purchase driver.
From online and offline sales to consumer-sourced measurement, our Omni suite of solutions gives you the most exhaustive brand and merchant sales data available. This includes a complete, multichannel view of purchasing dynamics for better decision-making.
What brands should focus on to win
Think of your strategy like a three-legged stool: It needs all three legs—measurement, activation, and consumer—to stand on its own.
Here are the levers of growth brands can pull to drive success.
Measurement
New channels
Pack size optimization
Maximizing occasions
Activation
Focus on brand equity
Health and wellness
Consumer
Innovation
Sustainability and wellness
Your next steps
Opportunities abound for omnichannel growth. Awareness of these trends can keep you informed, but a comprehensive multichannel strategy will require data specific to your products and your consumers—across every country and region where your products are sold.
Discover the six actions to take today to shore up your omni strategy for tomorrow.
