88% of Shoppers Want Omnichannel: 5 Key Strategies for Modern Retail Success

1. Seamless omnichannel experience is essential

Today’s customers expect a smooth transition between channels such as online sales, mobile shopping and brick-and-mortar stores. As many as 88% of consumers consider a consistent approach across multiple channels important. Key trends include:

• Webrooming: Researching products online before purchasing in a physical store. A popular way of shopping for categories like groceries and electronics.
• Showrooming: Examining products in-store before completing the purchase online.

While young consumers typically set the pace for changing consumer behaviour and adoption of new technologies, the omnichannel approach suits all age groups. Shoppers are no longer limiting themselves to one channel, meaning e-commerce strategies must effectively bridge online and offline environments.

2. Social media as a fundamental pillar of e-commerce

Social networks have become stable and key players in every phase of the shopping journey – from discovery through promotion to purchase. Almost half of social media users actually shop every month. Visually appealing posts, influencer recommendations and engaging advertisements are crucial.

Platforms like Instagram, TikTok and YouTube serve as digital shop windows. 69% of Generation Z shoppers prefer Instagram for its visually attractive content and influencer connections. Consumers trust creators who provide honest and realistic information. More than 57% of shoppers value detailed reviews and product demonstrations. This trend is strongest among Generation Z, who emphasise influencer authenticity and transparency in sponsored posts.

Reactive creators are gaining popularity—these are shoppers who share feedback on purchased products upon request.

Half of your customers are willing to become brand ambassadors – you just need to ask them. According to SEI data, we’re witnessing a dramatic shift in consumer behaviour, with increasing trust in social proof. When creating the index, customers are divided into three creator categories: passive observers (those who just watch), reactive creators (share content when approached) and proactive creators (regularly engaged).

This year, the reactive creators category jumped from 36% to 54%, at the expense of passive consumers. This means every second customer is ready to create content for your brand if you offer them the right opportunity.

This group represents an incredibly valuable and authentic source for your UGC strategy.

“Now every second buyer is willing to create content for your brand and products if you encourage them to do so. These reactive creators are a powerful, cost-effective and authentic asset to your UGC strategy – the holy grail of marketing,” states the report.

For brands, this is a clear signal: if you can reach and engage these creators, you can gain a unique, trustworthy and relatively inexpensive way to strengthen your authenticity and credibility in the market.

3. Reviews: The foundation of modern e-commerce

Authenticity is king in the digital market. UGC (User-Generated Content) is an integral part of e-commerce. Up to 80% of shoppers consider UGC crucial. Content from other customers has more impact than traditional brand communication. Consumers demand current feedback – 67% of shoppers prefer reviews from the last three months.

It’s important to monitor the optimal quantity – products with 11-50 reviews are considered trustworthy without making the customer feel overwhelmed.

4. Personalisation isn’t for everyone

Personalised experiences significantly increase engagement, especially among younger consumers. Up to 61% of Generation Z shoppers state that personalised recommendations and offers influence their decision-making. Younger customers are more open to discovering new products through personalised suggestions.

However, older demographic groups prefer autonomy in decision-making. Therefore, it’s appropriate to consider that successful strategies must adapt personalisation to different age groups’ needs.

5. Make videos, even short formats will do

Video content has become the main tool for product discovery. 62% of shoppers prefer videos over static posts or texts. Short videos on TikTok, Instagram Reels or YouTube Shorts are the most popular format. Keep this in mind especially if you want to reach Gen Z – its representatives prefer dynamic and visually attractive content. To succeed in today’s e-commerce, you must meet growing consumer expectations.

Create a seamless omnichannel experience that connects online, mobile and physical stores. Use social networks as sales channels with authentic and visually attractive content. User-generated content is key to trust, so actively encourage reviews and feedback. Personalisation is essential, especially for younger customers.

Finally, focus on short videos that increase engagement and support conversions. These steps will help you outperform competition and gain customer loyalty.