81% of consumers are omnichannel shoppers

An overview of online and offline purchase journeys across 17 different markets.

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.

At least three in four adults across all 17 markets surveyed said they had purchased from both online and offline channels in the past 90 days.

Great Britain leads on the share of consumers who have purchased only from online channels, at 17%, with the United States following, at 10%. Additional datashow that online retail...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands