Retail shoppers expect more convenience than ever, and that expectation doesn't stop at the edge of a website or the front door of a store. As customer needs evolve, retailers need to align their online and in-store practices so the two feel like one continuous experience rather than two separate businesses sharing a logo.
A 2024 survey by Statista found that 56% of UK customers often research products online but complete the purchase in a physical store. That single data point makes the case on its own: an online presence matters, but so does the in-store moment where the sale actually closes. Brands that treat those two channels as disconnected are leaving the connection, and the sale, to chance.
The power of omnichannel retail
Retail has moved past simply having both an online store and physical locations. The bar now is a unified, tailored experience across every touchpoint in the customer journey, often supported by AI and automation to make each interaction feel more personal.
Customers want variety and flexibility in how they shop, which is pushing retailers toward omnichannel strategies out of necessity rather than preference. Statista projected that online retail sales would reach 38.1% of total UK retail sales by 2025, a reminder that retailers who don't meet shoppers across channels risk falling behind competitors who do. An omnichannel enterprise solution that unifies commerce across channels helps retail operations run without the friction of disconnected systems, while also strengthening brand visibility and recognition across markets.
Bridging the gap between physical and online retail
Closing the gap between physical and online retail depends heavily on the technology retailers deploy behind the scenes. A few examples show how brands are already putting this into practice:
Augmented reality. IKEA's "IKEA Place" app lets customers visualize how furniture will look in their home by placing virtual items in their own space, removing the guesswork that used to require an in-store visit. Nike's "Nike Fit" app lets shoppers scan their feet to find the right shoe size, which builds purchase confidence and reduces returns.
Buy Online, Pick Up In-Store (BOPIS). BOPIS lets customers complete a purchase on their own timeline while giving retailers another chance to interact with them in person and build the relationship further.
Buy Online, Return In-Store (BORIS). Letting customers return or exchange online purchases in a physical store is convenient for the shopper and drives incremental footfall and sales for the retailer. Delivering BOPIS and BORIS well requires a single, real-time system behind both channels, one that can give customers accurate updates, personalize the experience with live data, and let retailers manage the whole operation from one place.
Digital-to-physical storytelling. Gucci's "Shop the Runway" feature lets customers browse runway looks online and shop directly from them, bringing a sense of the brand's luxury positioning to shoppers who weren't at the show. Glossier, a brand that built its following primarily through digital engagement, opened a pop-up store in London where shoppers could place orders through POS systems connected to an in-house stockroom and collect them on their way out, giving an online-first brand a fully omnichannel moment.
The takeaway
Whether it's asking a smart assistant to add an item to a cart or placing an order online for same-day in-store pickup, customers expect a consistent, seamless experience across every touchpoint. Brands need to be equipped to deliver a journey that moves fluidly between digital and physical retail environments, and that starts with understanding the specific needs of each brand and its customers.
An integrated ecosystem that connects a retailer's warehouses to its physical and digital storefronts is what makes that consistency possible, streamlining operations and removing the friction that typically comes from managing online and in-store experiences as separate systems.