25 Amazing Omnichannel Marketing Statistics Every Marketer Should Know

What Is Omnichannel Marketing?

Omnichannel marketing connects customer experiences across multiple channels, including email, social media, websites, mobile apps and physical stores. Rather than treating each channel separately, an omnichannel strategy creates a more consistent experience as consumers move between touchpoints.

And today’s consumers are moving between more channels than ever.

According to Circana, omnichannel shoppers spend nearly twice as much as consumers who shop exclusively online or in stores. Meanwhile, e-commerce accounted for just 17.1% of U.S. retail sales in Q2 2026, according to the U.S. Census Bureau.

So what does this mean for marketers?

We’ve rounded up 25 omnichannel marketing statistics from recent research to explore how consumers shop, how AI is changing discovery and why connected customer experiences matter.

From mobile shopping and personalization to data integration and cross-channel engagement, these findings highlight where marketers should focus their efforts heading into 2027.

How people shop now

1. E-commerce made up 17.1% of total US retail sales in Q2 2026. Online sales grew 12.2% year over year, nearly double the 6.7% growth of total retail. Source: U.S. Census Bureau, Quarterly Retail E-Commerce Sales, Q2 2026.
2. That means roughly 83% of US retail spending still happens offline, so the winning strategy connects channels rather than picking one. Source: U.S. Census Bureau, Q2 2026 (derived from the 17.1% online share).
3. The average US household shops at 39 different retailers a year, and omnichannel shoppers spend nearly twice as much as shoppers who buy only in store or only online. Source: Circana, Complete Consumer research, April 2025.

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Mobile, social, and AI discovery

4. Customers who became omnichannel shoppers had 18% higher brand lifetime value than customers who remained single-channel. Existing in-store-only customers that crossed to omnichannel had 24% higher brand lifetime value than existing customers who remained in-store-only. Source: Pinterest Business, Omnichannel shoppers deliver more value (November 2026)
5. Smartphones drove 56.4% of online holiday spending in 2025, up from 54.5% in 2024, and 66.5% on Christmas Day. Source: Adobe Digital Insights, 2025 Holiday Shopping Report.
6. Only 38.8% of holiday returns were started on mobile, even though mobile drove 56.4% of spending, a sign that shoppers switch devices across the journey. Source: Adobe Digital Insights, 2025 Holiday Shopping Report.
7. Social media drove 4.6% of online holiday revenue in 2025, up 40.3% year over year. Source: Adobe Digital Insights, 2025 Holiday Shopping Report (via CMOtech).
8. Traffic from AI sources (LLMs) to US retail sites rose 693.4% during the 2025 holidays. Source: Adobe Digital Insights, 2025 Holiday Shopping Report.
9. AI and agents influenced 20% of global holiday retail sales in 2025, about $262 billion. Source: Salesforce, 2025 Holiday Shopping Data, January 2026.
10. Retailers that deployed their own AI agents grew holiday sales 6.2% year over year, compared with 3.9% for those that did not. Source: Salesforce, 2025 Holiday Shopping Data, January 2026.

Stores as part of the digital journey

11. Nearly 1 in 5 online holiday orders in 2025 was buy online, pick up in store (BOPIS). That rose to about 1 in 3 in the final five days before Christmas, peaking at 35% of online orders on Dec. 22. Source: Salesforce, 2025 Holiday Shopping Data, January 2026.
12. Curbside pickup accounted for 17.1% of online holiday orders in 2025 at retailers that offer it, down slightly from 17.5% in 2024. Source: Adobe Digital Insights, 2025 Holiday Shopping Report (via SGB Media).

What marketers are seeing

13. 83% of marketers say customers now expect two-way conversations with brands, yet 69% struggle to respond promptly and 84% admit to running generic campaigns. Source: Salesforce, State of Marketing, 10th Edition (4,450 marketers), February 2026.
14. Only 58% of marketers have complete access to service data, 56% to sales data, and 51% to commerce data. Source: Salesforce, State of Marketing, 10th Edition, February 2026.
15. Marketing teams with unified customer data are 42% more likely to regularly respond to customers, and high performers are 2.4 times more likely to have unified their data sources. Source: Salesforce, State of Marketing, 10th Edition, February 2026.
16. 98% of marketers hit at least one barrier to personalization, with data issues the most common. Source: Salesforce, State of Marketing, 10th Edition, February 2026.
17. 88% of marketers have started optimizing for AI-generated answers (ChatGPT, Google AI Overviews), and high performers are 2.2 times more likely than underperformers to have optimized for AI search. Source: Salesforce, State of Marketing, 10th Edition, February 2026.
18. 95.4% of B2C marketers now use AI in their omnichannel campaigns. Source: MoEngage, State of Cross-Channel Marketing 2025 (847 B2C marketers).
19. 31% of marketers say integrated marketing technology is the number 1 driver of cross-channel success. Source: MoEngage, State of Cross-Channel Marketing 2025.

Why Connected Experiences Pay Off

20. Email is the top digital marketing channel for higher-income U.S. consumers. 60% of US consumers with household incomes over $75,000 name email as their most preferred digital marketing channel, above social media (50%) or text (34%). Source: Optimove Insights, Marketing Fatigue Report 2026 (via eMarketer)
21. Brands think they know customers better than customers do. While 82% of business leaders say they deeply understand their customers, just 45% of consumers agree. Source: Twilio, 2025 State of Customer Engagement Report twilio
22. Tailored engagement drives spending. 54% of consumers say they spend more when engagement is tailored, with a 37% average increase. Source: Twilio, 2025 State of Customer Engagement Report, Trend 2 twilio
23. Marketers using AI connect touchpoints better. 75% of marketers with AI are satisfied with their ability to connect touchpoints compared to 60% of those without AI. Source: Salesforce, State of Marketing, 10th Edition (2026) salesforce
24. Messaging is inconsistent across channels. Over half of marketers say their campaigns feel too generic, and a third pointed to inconsistent messaging across channels. Source: Salesforce, Marketing Trends in the AI Era (State of Marketing, 10th Edition) salesforce
25. Email is preferred, but it can’t work alone. 60% of US consumers with household incomes over $75,000 name email as their most preferred digital marketing channel, above social media (50%) or text (34%). The same report found consumers also named email as the least likely channel to capture their attention when shopping online. Source: Optimove, Marketing Fatigue Report 2026 (via eMarketer)
    
    

What Do These Omnichannel Marketing Statistics Mean for 2027?

The latest omnichannel marketing research reveals an important shift: Reaching consumers across multiple channels is no longer enough. Marketers need to connect those experiences with relevant messaging, accurate data and better timing.

Here are five takeaways for marketers planning their 2027 strategies.

1. Consumers don’t follow a single path to purchase. A shopper might discover a product on social media, research it using AI, compare options on a smartphone and complete the purchase in a store. Marketers need to recognize these connected journeys rather than treating each interaction independently.

2. Mobile shopping continues to shape customer expectations. With smartphones driving more than half of online holiday spending, mobile experiences need to be fast, accessible and easy to navigate. But mobile is just one part of a larger customer journey.

3. AI is changing how consumers discover products. AI-powered recommendations and shopping assistants are creating new paths to product discovery. Brands should think beyond traditional search and consider how consumers research and evaluate purchases across different platforms.

4. Customer data remains a major obstacle to personalization. Disconnected customer information makes it harder to deliver relevant experiences across channels. Improving data quality and combining customer insights can help marketers build a more complete understanding of their audiences.

5. Audience relevance matters as much as channel selection. Even the most sophisticated omnichannel campaign can fall short if it reaches the wrong people. Demographic, behavioral and purchase intent data can help marketers identify more relevant audiences and align campaigns with consumer interests and needs.

The takeaway? Successful omnichannel marketing isn’t simply about being everywhere. It’s about understanding consumers well enough to make every interaction more relevant.

Frequently Asked Questions About Omnichannel Marketing

What is omnichannel marketing?

Omnichannel marketing is a strategy that connects customer experiences across multiple channels, including email, social media, websites, mobile apps and physical stores. It focuses on delivering consistent, relevant interactions as consumers move between touchpoints.

What is the difference between omnichannel and multichannel marketing?

Multichannel marketing uses several channels to reach customers, but those channels may operate independently. Omnichannel marketing connects those channels using shared customer insights, coordinated messaging and a more consistent customer experience.

Why is omnichannel marketing important for businesses?

Consumers frequently move between digital and physical channels when researching and purchasing products. An omnichannel strategy helps businesses provide more consistent experiences, improve audience targeting and engage customers throughout the buying journey.

What are the biggest omnichannel marketing trends for 2027?

Important trends include AI-assisted product discovery, mobile shopping, connected customer data, behavior-triggered messaging and more personalized customer experiences across channels.

How does customer data improve omnichannel marketing?

Accurate customer data helps marketers better understand audience characteristics, interests, purchasing behaviors and engagement across channels. Combining customer data with additional demographic and intent insights can support more relevant targeting and personalized campaigns.

How can marketers measure omnichannel marketing performance?

Marketers can evaluate omnichannel performance using metrics such as customer lifetime value, conversion rates, retention, engagement, revenue and cross-channel customer journeys. Measurement should consider the combined impact of marketing touchpoints rather than relying exclusively on last-click attribution.