Omnichannel is not just about online to offline – it’s ‘digital to digital’ too

Xian Wang

The omnichannel customer experience is not just about how the shift to online is impacting the role of the store.

Customer journeys in an omnichannel world

This article is part of a series of articles from the WARC Guide to customer journeys in an omnichannel world. Read more

E-commerce boomed during the COVID-19 pandemic, up about 37% worldwide in 2020 according to Edge Retail Insight. Online shopping continued to perform strongly in 2021 as COVID-19 came in waves and social restrictions ebbed and flowed. Now, more than two years after the pandemic emerged, the shift to online channels and the adoption of apps, social media and online retail platforms for consumers to browse, be entertained and shop has become...

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