A missing product in the cart. A confusing return process. A price that looks different online and in-store. The pain points of a disconnected omnichannel strategy might seem small at first – but left untreated, these little issues quickly turn into conversion killers.
Today’s shoppers expect consistency. They want to browse on their phone, complete purchases on laptops, and drop off returns in store, without skipping a beat. When that doesn’t happen, frustration builds – fast.
Is your omnichannel strategy meeting customer expectations?
Our recent US Shopper Survey 2025: What’s Killing Conversions for Enterprise Retailers? uncovered four critical omnichannel stats to help you optimize your omnichannel retail strategy and keep customers coming back.
1. 57% of US Shoppers Prefer Hybrid Shopping Journeys
Hybrid shopping is the new normal. According to our survey, 57% of consumers prefer a mix of online and in-store shopping. That’s not just a trend – it’s a clear shift in consumer behavior. Preference, however, doesn’t equal satisfaction.
While most shoppers now expect flexibility across multiple channels, many still hit friction points: a promo code that works online but is rejected at the register, a “click-and-collect” order that can’t be located when the customer arrives, or a return label that mysteriously vanishes within the mobile app. These small cracks in the shopping journey are easy to overlook at first, yet severely damaging in the long run.
Even minor inconsistencies drive shoppers away at critical touchpoints – especially during checkout or returns. What should be a smooth, connected journey becomes a patchwork of disconnected systems.
To stay competitive, enterprise retailers need to treat omnichannel consistency as a baseline – not a bonus. That means syncing touchpoints not just visually, but functionally. From inventory to account data to communication, the full customer experience should flow without interruption.
Stefan Wolk, Director of eCommerce, Sales, and Digital Innovation at Fielmann – the world’s third-largest optometrist – puts it this way regarding the enterprise brand’s omnichannel success:
“70% of people who buy glasses with us in-store tend to also have an online touch point before or during the sales process, so it’s never a sole eCommerce case but it instantly becomes an omnichannel case.”
When the journey feels disjointed, conversions suffer – no matter how strong the individual store experience or online presence is.
Get the full check-up and learn what drives the omnichannel appeal by downloading the full survey.
2. Gen Z Is Three Times More Likely to Expect Mobile-First Features
Shopping features are not one-size-fits-all. So treating your entire audience the same can make things worse, as consumer expectations often vary across generations. For example, Gen Z shoppers are three times more likely than Baby Boomers to expect mobile-first features. They’re looking for synced carts, flexible fulfillment options, and try-before-you-buy services.
For these young shoppers, omnichannel is about seamless experiences. They want to browse products on their phone during lunch, pick them up on the way home, and return them with a few taps in a mobile app if needed. If the process feels clunky or disconnected, they move on without hesitation.
Boomers also value omnichannel, but value a different approach. They prioritize in-store customer service, clear communication, and reliable pickup or return options. For this generation, mobile optimization is a bonus – not a dealbreaker.
If your 2025 omnichannel strategy treats all shoppers the same, you are likely missing critical opportunities for connection – and creating easily avoidable pain points. A healthier approach means recognizing different expectations and offering the right experience, at the right time, for the right customer.
Want to know how healthy your eCom strategy is? Get your eCom health check now.
3. 1 in 4 Shoppers Abandon Brands Over Frustrating Experiences
Friction in the shopping journey isn’t just annoying – it drives customers away. More than 1 in 4 shoppers have abandoned a brand due to frustrating experiences, both online and in-store. That includes clunky websites, slow delivery, inconsistent service, or missing omnichannel features they’ve come to expect.
These are symptoms of a deeper issue: disconnected systems that fail to deliver a smooth, cohesive experience.
A strong omnichannel strategy aligns product data, service processes, and promotions across every channel. That way, shoppers get one, consistent brand experience – not a fragmented one. No matter where they shop.
4. 40% of Shoppers Leave When Product Quality Falls Short
40% of consumers say they’ve abandoned a brand in the past year due to product quality issues – the most common reason for brand abandonment.
But quality in omnichannel retail isn’t just about the product itself. It’s how consistently that product is shown, described, and delivered across every touchpoint. A strong omnichannel strategy ensures that what shoppers see is what they get – no matter where they shop.
Misleading images, vague descriptions, or mismatched sizing info quietly erode trust in your brand. Catching these inconsistencies early is key. Treating quality across channels as a top priority prevents small cracks from creating long-term damage.
Ready to Cure Your Commerce Pains?
A healthy omnichannel strategy doesn’t just treat symptoms. It prevents them from hurting your brand. If you want to ensure customers can smoothly engage with your brand across channels, it’s time for an omnichannel checkup.
Find out where your strategy stands – and where it needs a little extra care. Download your copy of the US Shopper Survey 2025 and get the full diagnosis.