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The digital landscape is constantly transforming, making it the perfect place to shop. Want to learn more? Check out our Digital Landscape article that walks through the larger scope.
For many of today’s businesses, the challenge lies in satisfying shoppers’ needs while meeting their own goals. The current digital shopper expects personalized experiences, immediate gratification, and meaningful engagement. Retailers must provide seamless omnichannel experiences by providing a tightly knit system that can meet these expectations. Thankfully, the technology available can help accomplish the goals of both parties with things like integrating tech in stores and providing flexible fulfillment options.
Omnichannel is a term used in ecommerce and retail to describe a business strategy that integrates different methods of interaction, such as apps and physical stores, to create a seamless experience.
Online is currently the largest retail channel, making up over $600B of sales, and is estimated to add approximately $316B by 2029. Supermarket is the closest brick-and-mortar channel, while the Club/Cash & Carry channel is expected to grow with the largest CAGR, after online, of 6% through 2029.
*Total online is inclusive of Online and Pure Play breakouts.
It’s not just younger people who use the internet to purchase groceries. More than half of grocery shoppers prefer online grocery shopping for a stress-free, quick, and convenient experience.
In-store is most often preferred for:
Both online and in-store shopping meet customer desires for good deals, product availability, and quality service. 60% of shoppers find convenience and time-saving important for online purchases. Additional factors include receiving items as described and quickly finding what they need. Notably, more than half of online purchasers engage with offline touchpoints before buying, emphasizing the need for an omnichannel strategy.
Source: ShopperScape Grocery Deep Dive Q3 2024, ShopperScape Global Evolving Online Landscape 2024, ShopperScape Evolving Online Landscape Q3 2023
The digital landscape has become increasingly complex, but that complexity also presents opportunities to connect better and grow sales and shopper loyalty. Want to learn more about integrating new tech? Talk to your Coca‑Cola Representative today.
Source: Kantar, Digital State of the Marketplace, December 2024.