The rise of omnichannel shoppers has disrupted traditional retail models and created new opportunities for businesses. To understand this evolving landscape, our expert team at Explorer Research developed a Shopper Activation Framework that looks at shoppers from a holistic standpoint, taking into account their motivations and behaviors. More than understanding what we’re seeing, this work helps companies know what to do with these facts. And the first fact to recognize is that omnichannel shopper are a rapidly growing demographic that require up-to-date understanding through dedicated research. We’ve compiled a few of the most compelling recent facts and statistics on how e-commerce continues to evolve the shopper landscape.
Recent statistics show that online retail sales are still growing post-pandemic, with e-commerce projected to make up over 22% of total retail sales in 2023. However, brick-and-mortar stores still play an important role, with shoppers valuing in-store experiences, flexible shipping options, and the ability to return items in person. Social media, particularly Facebook and Instagram, continues to influence purchases both online and in-store, while online videos are increasingly being used by shoppers to make purchase decisions while in-store. By understanding the complex motivations and behaviors of omnichannel shoppers, businesses can better optimize their activation opportunities and drive sales.
Online retail sales in 2023 are still higher than pre-pandemic.
Online retail sales are projected to reach $6.51 trillion in 2023, with e-commerce websites taking up 22.3% of total retail sales.
- Explorer’s recent Shopper Activation Framework of the US market mirrors that proportion of online sales, with baby products, clothing, electronics, exercise/fitness supplies, home and kitchen, and toys and games are more likely to be equally shopped in store & online than other categories, but still skew towards in-store
- Books, magazines, & newspapers are reported to be purchased online the most, with 25% of shoppers reporting they purchase this category mostly or always online.
Despite this growth in online, there’s still a strong role for B&M with 32% of brands saying they’d be establishing or expanding their use of pop-up and in-person experiences in 2022, while 31% said they planned on establishing or expanding their physical retail footprint.
However, since shoppers can compare prices while they shop in person, the primary function of retail stores has shifted from purely transactional to more experiential.
- Enjoying the in-store experience is the main reason 35% of shoppers shop in-store, and another 24% want to interact with products in person before buying.
