News

Retailers missing omnichannel opportunities reveals report

December 6, 2018

Digital shoppers are all about convenience, selection and data privacy and one of every three dollars is being spent online, according to the BigCommerce 2018 Omnichannel Buying Report.

In addition the study, which surveyed 3,000 digital consumers, found digital channels are influencing nearly all offline purchase decisions. More than 80 percent have purchased from an e-commerce site in the past six months, with 65 percent purchasing from a physical retailer, according to a release on the study.

The data also reveals 39 percent visited a brand's website before purchase in a brick-and-mortar location and 33 percent strive to price match using online sites.

"The retail industry has been throwing around the term 'omnichannel' for years and while we've seen a handful of strong use cases, merchants are still struggling to create a true cross-channel experience that addresses the evolving behavior of their consumers," said Jimmy Duvall, chief product officer at BigCommerce, in the release. "Our hope is that by providing merchants with a deeper context of how consumers are actually shopping today, we're better equipping them with both the tools and the knowledge to create experiences that drive conversion and continued loyalty."