81% of consumers are omnichannel shoppers | WARC | The Feed

Online retail saw rapid growth last year but consumers still have strong levels of engagement with offline retail, as 81% of adults worldwide say they have purchased from both brick-and-mortar and online channels in the past three months, according to YouGov.

Why it matters

E-commerce has undergone a rapid transformation in the last year, but consumers still prefer a mix of shopping online and offline. As a result, the focus for marketers should be on integrating online and offline into a single customer experience.

Takeaways