The Rise of Omnichannel Shopping in North America
Consumers who start their shopping online and finish in a physical store tend to spend about 40% more than those who buy exclusively in-store. In practical terms, that increase translates to roughly 125 euros versus 110 euros in a cross-channel scenario. Across purchasing categories, products are increasingly touched by omnichannel behavior, with travel agents showing notable averages when combining channels. In a recent study, traditional travel agencies averaged around 236 euros per transaction, while customers who used a mix of both online and offline channels averaged about 231 euros.
Across a survey of a thousand respondents, travel leads in overall spending, followed by toys and optical products. The list then extends to technology and electronics, clothing, footwear and accessories, sporting goods, beauty, home decor, and jewelry. In every category, omnichannel customers tend to outspend those who shop in-store only. For example, monthly averages show 85 euros for tech devices versus 68 euros for other items; fashion sits at 85 euros compared with 73 euros for some categories; sports equipment drops from 73 euros to 31 euros in certain scenarios; and cosmetics move from 52 euros to 39 euros among non-omnichannel buyers.
The primary drivers for online purchases include ease, comfort, a wider product range, and flexible payment options. In contrast, physical stores attract buyers who want to see, touch, and immediately purchase products. The two channels are mutually reinforcing, expanding the overall reach of both digital and in-person shopping. Online platforms boost purchase frequency, while visits to brick-and-mortar locations continue to rise alongside e-commerce activity.
The Role of Social Networks
Survey results show broad acceptance of social channels in shaping shopping decisions. Personalised offers, whether delivered by phone or through a digital experience, increase the likelihood of visiting a store with a familiar brand. Consumers also tend to trust brands and products more when they encounter them via digital channels, including social media advertising.
Generational differences clear and consistent: younger adults between 18 and 54 frequently identify social networks as the primary brand touchpoint, while those over 55 rely more on recommendations from friends or family. Generation Y tends to prefer omnichannel interactions because exposure to multiple touchpoints builds comfort with purchasing. The same pattern is less pronounced among Generation Z, which already inhabits a digital world and often demands more from brands online before converting to a purchase.