Shopping today isn’t online or in-store—it’s both, everywhere, all at once.
The New Shopping Reality:
Customers today expect brands to meet them wherever they are—whether that’s clicking through a product page at midnight, reading reviews while waiting in line for coffee, or walking into a store to test something they spotted online earlier in the week.
The customer journey is no longer a straight line. It’s fluid, unpredictable, and influenced by endless touchpoints. An ad on Monday could spark a purchase on Friday. A quick price check in-store might lead to a purchase later online.
What’s the one thing customers want in all this? A seamless shopping experience—no matter the channel.
Now or Never:
These days, shoppers are doing their research before they buy, and they want things immediately. That’s why many will browse online first, then head to a store to see it in person and skip the wait.
How can your brand adapt to this need? Create a seamless brand experience across all channels, so that no matter where your customer is shopping, the entire process feels easy and connected.
Demographics Matter:
Age and income play a big role in how seamlessly shoppers move between channels. In fact, 44% of 18-27 year olds like to research brands and products before ever stepping foot in a store. Younger, urban shoppers are also the most likely to bounce between online and in-store—and they expect the experience to feel effortless every time.
The bottom line? The better you know your customers and their shopping patterns, the better you can meet them where they are.
Consistency is key:
Cross-channel activations are more important than ever. According to eMarketer and Locala, 71% of shoppers have purchased something in-store after finding it online first, while 68% have done the reverse—spotting a product in-store, then buying it online later. It’s a clear sign that customer journeys are anything but linear, and brands need to keep up to stay relevant.
These stats further drive home the importance of having consistent message across channels, so no matter where your audience is, it’s a seamless experience.
What does this mean for your business? It’s important to know your consumers completely—who they are, what they value, and how they shop—so that you can meet them where they are, wherever that may be.
Stay Ahead of the Game
Today’s shoppers don’t see channels. They see one seamless experience. From online research to in-store visits and back again, customer journeys are fluid, fast, and ever-changing. Brands that break down silos, align messaging across touchpoints, and truly understand their audience will deliver consistent, personalized experiences consumers expect—and win their loyalty in the process.
Source: eMarketer & Locala, 2025
Contributors: Noelle Acquilano
