Shoppers no longer think in channels. They expect one smooth experience, no matter where or how they shop.
In our latest global consumer study, which surveyed shoppers from the US, UK, Germany, France, and the Netherlands, over half (51%) of shoppers said they prefer mixing both online and in-store shopping. If you want to win their loyalty, consistency across every touchpoint – from store to screen – is more important than ever.
Consumer buying decisions are no longer just about product or price. They’re shaped by trust, tech, and timing.
Our global shopper survey highlights the key omnichannel features that enterprise retailers need to know to win customers – and keep them coming back – across every market.
Local Habits, Global Impact: The Shift in Consumer Buying Behavior
Shoppers around the world all have different values. And your strategy should adapt to reflect that.
In France, shoppers are the most money-conscious. There, price drives purchase decisions. But in the UK, it’s ethics and brand values. These shoppers are paying attention to social issues – and where your brand stands on them. American shoppers are looking for variety in your product selection, while the Dutch couldn’t care less about it.
What feels like value in one market might feel irrelevant in another. So for global enterprise retailers, localization can’t stop at language. Product selection, pricing, and positioning all need to meet consumer expectations. Because repeat purchases only happen if your brand aligns with real market values.
Seamless or Bust: Building a Frictionless Omnichannel Retail Strategy
Shoppers expect one seamless journey across mobile, desktop, and in-store. Anything less feels broken.
In 2025, a seamless omnichannel experience means more than just switching devices you shop on. It means synced carts, real-time inventory, and consistent perks – across every channel. Are you delivering a connected shopping experience?
According to the global shopper survey, these are the five most valued omnichannel features across all markets:
- Buy online, pick up in store (BOPIS)
- Buy online, return in store (BORIS)
- Personalized rewards and loyalty programs
- Try-before-you-buy options
- Cross-channel product visibility
The brands building real loyalty are the ones perfecting their omnichannel retail strategy. Find out how you can ensure a seamless experience from discovery to delivery in our report, Inside The Shopper Mindset: How Global Brands Can Meet Local Expectations.
Make every touchpoint count
Seamless journeys build trust. And when small details fall through the cracks, shoppers notice. From missing inventory to clunky checkout, one slip can cost you their confidence in your brand.
Every click is a chance to either earn trust. Or lose it. Search, loyalty perks, delivery updates, returns – they’re what make or break your customer experience.
When every touchpoint works together seamlessly, shoppers stay engaged and keep coming back.
Build Omnichannel on the Right Stack
Shoppers expect more than surface-level convenience – they expect every channel to work together seamlessly. To meet those demands, enterprise retailers need a tech stack built for speed and scale.
That means modular systems with flexible APIs, unified customer data, and analytics that go beyond vanity metrics. Your platform should support features like localized checkout flows, smart product discovery, and predictive stock logic – all at scale.
Without that foundation, even the best omnichannel strategy falls apart.
Shop and Pick Up: Inside the Rise of In-Store Shopping
Shoppers want flexibility and control. And for 20% of them, in-store shopping offers just the control they’re looking for.
In-store shopping still matters, especially in France, where one in three shoppers prefer it over online experiences. Getting to touch and test products still builds trust before buying – even in the age of digital shopping.
In 2025, consumers expect in-store experiences to offer more than just inventory. They expect it to be part of the digital journey. And retailers can achieve that by using real-time data, local availability, and pricing that makes sense across every channel. See how leading retailers turn physical stores into conversion drivers – and where your setup may fall short. Get the report.
Try Before You Buy: Turning Trust Into Conversions
Confidence drives conversions. One in four shoppers now prefers to test products before buying them.
Adoption varies across markets – from 18% in the UK to 31% in France – but the trend is clear: when shoppers can try, they’re more likely to buy. Testing products reduces friction, lowers returns, and gives customers the control they’re looking for.
For enterprise retailers, this creates a clear path to loyalty. Offering a try before you buy option builds trust from the very first interaction – and that’s what keeps customers coming back.
Reward Loyalty Beyond Discounts
Loyalty is fragile when prices rise. Shoppers compare constantly, expect more, and leave faster.
More than half (54%) of those surveyed say they’ve abandoned a brand due to increased prices. But price alone isn’t the problem – value is.
The most effective loyalty programs reward behavior, not just spend. They offer benefits that feel personal, timed, and relevant.
Some of the top loyalty rewards shoppers value include:
- Regular discounts
- Free loyalty programs
- Services like free shipping or buy now, pay later
- Free returns
- Early access to discounts or limited drops
Turn Every Follow-Up Into a Win
Shoppers don’t just remember what they bought. They remember how a brand made them feel.
Long-term influence comes from what happens after the sale. Every post-purchase interaction is a chance to reinforce trust and increase the chance of repeat purchases.
Even small moments matter. An easy return experience or small notes of appreciation, such as a well-timed “thank you for your purchase” or customer satisfaction enquiry, can lead to stronger loyalty that lasts far beyond the first transaction.
Adapt to Stay Ahead
The way people shop is changing – fast. Strategies that used to be a competitive edge are now basic expectations.
Our survey confirms it. Today’s consumer buying decisions are driven by convenience, trust, and flexibility – all backed by the right tech.
Brands that move now will shape the standard. Those who wait risk falling behind.
Want to see what shoppers expect in 2025?
Discover the trends that influence behavior, loyalty, and conversion. Download our report, Inside The Shopper Mindset: How Global Brands Can Meet Local Expectations and start building smarter retail strategies.