Omnichannel experiences enhance online sales in the UK by £52bn, Auctane revealed.
Research from Metapack, ShipEngine and Retail Economics has found that £52bn (US$65.7bn) of UK online non-food sales in 2023 interacted with physical touchpoints, highlighting the growing importance of omnichannel strategies to blend online and offline experiences.
Al Ko, CEO of Auctane (Metapack and ShipEngine’s parent company), said, “The £52bn figure reveals a fascinating evolution in consumer behaviour and a major opportunity for brands. We’re moving beyond simply ‘online’ or ‘offline’ shopping. Today’s consumers seamlessly blend physical touchpoints, like stores, with social media discovery. They’re even showing openness to new innovations like AI for streamlining the most tedious parts of the shopping process, like delivery and returns.
“Retailers who excel at crafting this omnichannel experience – where browsing trends on social media inspire in-store visits and technology streamlines logistics – will be well-positioned for success in 2024. It’s not just about convenience, it’s about fostering a dynamic, personalised journey that builds lasting brand loyalty.”
The Ecommerce Delivery Benchmark Report 2024 surveyed 8,000 consumers and 400 merchants across eight markets. While familiar aspects like in-store browsing and returns play a critical role in the omnichannel experience, the research delves deeper, revealing the rising influence of social media and AI in the shopping journey.
According to the report, social media platforms such as TikTok and Instagram were most popular for finding products among younger generations, with nearly 40% of digital natives (under 45) relying on social media for inspiration and product research, compared to just 35% who use retail websites. This emphasises the need for retailers to adapt their strategies and reach these audiences on their preferred platforms.
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