Connecting your shopping channels, online and offline, is no longer just an added benefit – it’s a minimum requirement for enterprise brands. As shoppers continue to move fluidly between different shopping experiences, if you don’t adapt, you risk falling behind.
We’ve gathered all of the omnichannel trends you need to know to stay ahead of the curve in 2025.
1. Mobile Commerce for Omnichannel Retail
Are you addicted to your smartphone? Today, most of us are – so it’s no wonder they’ve become a go-to tool for shopping. By 2025, the global revenue from mobile commerce will reach $2.5 trillion, making up 59% of the total eCommerce retail market. This is forecast to continue to grow to $3.4 trillion and 63% respectively.
To stay competitive, retailers are optimizing their mobile websites and apps to provide a seamless shopping experience – integrating online payments and loyalty programs to further boost sales and customer retention.
Global brands are stepping up their game. Take Starbucks for example: The international coffee chain mastered its omnichannel strategy by weaving mobile commerce into its in-store experience. On the Starbucks app, customers can load their in-app credit card to conveniently pay for orders with their phones, as well as gain and track reward points earned with each order. The app also offers personalized drink recommendations based on previous orders, creating a more personalized experience. This program has not only created a smoother, more engaging shopping experience for Starbucks’ customers – it’s also helped the brand gain ten million loyalty program members.
As mobile commerce grows, it’s crucial for retailers to ensure that their mobile offerings are user-friendly, fast, and cater to your customers’ desires.
2. AI Chatbots
Artificial intelligence (AI) has massively impacted the omnichannel experience. Chatbots and virtual assistants are leading the charge.
These tools can give customers instant support, guiding them through their shopping journey and answering questions on demand. This immediacy replicates the assistance customers receive in-store, significantly improving the overall online shopping experience.
However, AI chatbot technology is nowhere near perfect. While they can automate up to 88% of queries, these are typically simple questions that require standard answers. They still struggle to solve more complex issues.
And with all technology there are some AI pitfalls to be aware of. Some major brands have fallen foul of putting too much trust into AI too soon. For example, American car retailer, Chevrolet experienced a recent chatbot error. A customer found a way to cleverly manipulate the chatbot and secured a Chevrolet Tahoe – worth $58,195 – for just $1. While Chevrolet was able to quickly correct the mistake, this incident highlights the risks of becoming overly dependent on AI. Without proper management, AI chatbots can create serious problems for your business.
Is AI right for your retail website? In 2025, it’s definitely worth investigating to stay ahead of customer expectations. But plan your strategy out cautiously. If you choose the wrong provider or don’t integrate it well into your site, your brand could be next to headlines next with an AI disaster.
3. Augmented Reality (AR)
Retailers are increasingly using filters and AR to bring the in-store experience online. While this technology has been around for a while now, it’s moving beyond simple filter overlays.
For example, German eyewear retailer, Fielmann, created an AR-powered virtual try-on feature. It allows customers to see how different frames will look on their faces using their computer or mobile devices. It even accounts for customers already wearing glasses and virtually removes them. If you wear glasses and have ever tried on new styles in store, you know it can be a struggle. No matter how hard you squint or lean into the mirror, you still can’t see yourself because your prescription lenses aren’t in the test frame. Fielmann’s VR software surpasses this experience of traditional physical try-ons – as you can test frames with perfect vision.
Fielmann are now considering bringing this virtual try-on feature in-store too – creating a true innovative omnichannel experience.
In 2025, we can expect more retailers to adopt AR technology to innovate the customer experience. And just like Fielmann, brands are looking at how these features can enhance in-store experiences too.
4. Sustainable Omnichannel Options
Consumers want to buy from sustainable brands. With nearly half of American consumers considering themselves “sustainable” or “ethical” shoppers, it’s crucial for retailers to integrate sustainability into their omnichannel practices. By offering eco-friendly options across all shopping channels – both online and in-store – you can enhance customer satisfaction and loyalty.
Retailers are responding by offering biodegradable packaging, carbon-neutral shipping, and in-store recycling programs. For example, fashion retailer Madewell has a denim trade-in program that allows customers to return old denim, from any brand, in-store or by mail. In return, they earn a $20 discount on future purchases, which can be redeemed in-store or online.
In 2025, embracing sustainable practices within your omnichannel approach won’t just meet customer demands – it will set your brand apart from the competition and keep you customers loyal.
5. Buy Online, Pick Up In Store (BOPIS)
As consumers increasingly demand convenience, Buy Online, Pick Up In Store (BOPIS) is becoming an expected service – not a nice to have. In-store pickup is projected to jump to $154 billion in retail sales by 2025.
Integrating BOPIS into your retail strategy allows your brand to meet consumer expectations while gaining an edge over competitors known for convenience, like Amazon. It’s especially advantageous for products with anticipated release dates, like video game launches or new merch drops, as customers want to have the product on the day of release and don’t want to rely on shipping services.
This trend has big benefits for retailers too. It boosts foot traffic to physical stores, where 75% of customers report being more likely to make an impulse purchase than they are online. And it ensures your customers have multiple interactions with your brand.
So now’s the time to refine your BOPIS strategy – or kick one off if you’ve not yet started. In 2025, consider offering the following to help your brand stay ahead of customer expectations:
- Faster pick-up times
- Dedicated pick-up areas
- Drive-through options to cater to busy customers
- Automatic notifications informing customers when an item is ready for pickup
If you invest in BOPIS now, your enterprise brand will reap the benefits of increased customer loyalty, more foot traffic, and higher customer satisfaction in 2025 and beyond.