Omnichannel Retail Statistics (2026)

Shoppers no longer choose between online and in-store; they move fluidly between apps, websites, social feeds and physical shelves within a single purchase. This guide collects the most useful omnichannel retail statistics for 2026, covering adoption, spend uplift, click-and-collect, cross-channel returns, unified inventory and Southeast Asia and Singapore behaviour. Every number below is sourced with a named, linked reference and its data year, so you can quote it with confidence.

Top statistics

• In a study of 46,000 shoppers, 73% used multiple channels during their shopping journey, versus just 7% who shopped online only and 20% who shopped in-store only (Harvard Business Review, 2017).
• Omnichannel customers shop 1.7 times more than single-channel shoppers, and they also spend more (McKinsey, 2022).
• Marketing campaigns using three or more channels earned a 494% higher order rate than single-channel campaigns (Omnisend, 2022).
• US retail returns totalled an estimated US$890 billion in 2024, equal to 16.9% of sales (NRF & Happy Returns, 2024).
• US click-and-collect (BOPIS) reached US$132.8 billion in 2024, roughly 9.9% of all ecommerce (Capital One Shopping, 2024).
• Ecommerce is forecast to make up 20.5% of global retail sales in 2025, up from 19.9% in 2024 (eMarketer, 2025).
• 71% of consumers expect companies to deliver personalised interactions, and 76% are frustrated when they do not (McKinsey, 2021).
• In Southeast Asia, ecommerce marketplaces account for 51% of online spend and alternative platforms such as business messaging and live-shopping account for a further 22% (Bain & Meta SYNC, 2022).
• In Singapore, offline retail still commands 87% of the retail market, with ecommerce at 13% and 86% of consumers willing to shop cross-border (Antom, 2024).

Omnichannel adoption

• In the landmark cross-channel study, 73% of 46,000 shoppers used more than one channel; only 7% were online-only and 20% store-only (Harvard Business Review, 2017).
• Ecommerce is expected to reach 20.5% of worldwide retail sales in 2025, meaning roughly four in five retail dollars still involve a physical channel that omnichannel programmes must integrate (eMarketer, 2025).
• Among the Digital Commerce 360 Top 1000 US retailers, 65.5% displayed in-store stock status online in 2024, up from 64.4% in 2023, and 24.8% offered curbside pickup (Digital Commerce 360, 2024).
• Note the distinction: multichannel retailers simply sell on several channels, while omnichannel retailers unify inventory, pricing and customer data so the channels work as one journey (McKinsey, 2022).

Omnichannel shoppers spend more

• Omnichannel customers shop 1.7 times more often than single-channel shoppers and spend more per relationship (McKinsey, 2022).
• Omnichannel shoppers spent 4% more in-store and 10% more online per visit than single-channel shoppers, and those using four or more channels spent 9% more in store; they also made 23% more repeat trips within six months (Harvard Business Review, 2017).
• In grocery, shoppers who buy across channels spend an average of US$1,043 a month, roughly 1.5 times more than online-only (US$659) or in-store-only (US$669) shoppers (Incisiv via PR Newswire, 2023).
• In apparel, the average omnichannel customer purchases 70% more often than an offline-only shopper and spends more than US$2,000 on apparel each year (McKinsey, 2023).
• Campaigns using three or more channels earned a 287% higher purchase rate than single-channel campaigns, and a 494% higher order rate in a later analysis of more than 135,000 campaigns (Omnisend, 2022).
• Companies with strong omnichannel customer engagement retain on average 89% of customers, versus 33% for those with weak engagement (Aberdeen Group via Porch Group Media, 2013).

Click-and-collect and BOPIS

• US click-and-collect (BOPIS) sales reached US$132.8 billion in 2024, about 9.9% of all ecommerce, and are projected to grow at roughly 16.7% a year through 2030 (Capital One Shopping, 2024).
• During the 2024 holidays, click-and-collect rose to 17.5% of online orders, peaking at 37% of online orders on 23 December 2024 (Capital One Shopping, 2024).
• The US was expected to have 150.9 million click-and-collect shoppers by the end of 2024, about 53.1% of the population (Capital One Shopping, 2024).
• 44% of grocery shoppers who use BOPIS buy additional items when they collect their order, making pickup a proven basket-building moment (BusinessDasher, 2024).
• In the UK, click-and-collect is on track to reach almost 18% of all ecommerce sales by 2025, up from 8.7% in 2019 (emerchantpay, 2024).

Returns across channels

• US retailers handled an estimated US$890 billion in returns in 2024, equal to 16.9% of annual sales (NRF & Happy Returns, 2024).
• For 2025, US returns were forecast at nearly US$850 billion, a slight decrease from 2024 but still a major omnichannel cost centre (NRF, 2025).
• More than half of 2024 return dollars came from online purchases, with buy-online-return-in-store (BORIS) and buy-online-return-online combining to account for over 52% of US returns (Optoro, 2024).
• The amount US retailers lost to fraudulent and abusive returns and claims grew to US$103 billion in 2024, up from US$101 billion in 2023, underscoring why cross-channel returns need tight controls (Digital Commerce 360, 2024).

Unified inventory and fulfilment

• Poor stock accuracy is the hidden tax on omnichannel: US retailers report average inventory accuracy of only about 65%, meaning roughly a third of stock records are unreliable for promising availability across channels (fabric, 2024).
• Displaying real-time in-store stock online is now table stakes: 65.5% of Top 1000 US retailers did so in 2024, enabling reliable BOPIS, ship-from-store and reserve-in-store journeys (Digital Commerce 360, 2024).
• Personalisation, which depends on unified customer and inventory data, most often drives a 5% to 15% revenue lift and 10% to 30% more efficient marketing spend (McKinsey, 2021).

Omnichannel retail statistics for Southeast Asia and Singapore

• Across Southeast Asia, ecommerce marketplaces make up 51% of online spend and alternative platforms such as business messaging and live-shopping a further 22%, with social media driving close to half of product discovery (Bain & Meta SYNC, 2022).
• Smartphone penetration across key SEA markets is high, with Singapore at 88%, Indonesia 97%, Malaysia 89% and Vietnam 84% in 2024, giving mobile a central role in the omnichannel journey (Digital in Asia, 2024).
• Indonesia led SEA social commerce with a 39.29% regional share in 2024, showing how social and live channels now sit inside the buying journey rather than beside it (Mordor Intelligence, 2024).
• In Singapore, offline retail holds 87% of the market and ecommerce 13%, and 86% of consumers are willing to shop cross-border, so unified online-offline experiences matter (Antom, 2024).
• Singapore had 5.61 million internet users at the start of 2025, an online penetration of 95.8%, giving retailers an almost fully connected customer base to serve across channels (DataReportal, 2025).
• Cross-channel browsing is already the Singapore norm: 67% of shoppers webroomed (browsed online, bought in-store) and 63% showroomed (viewed in-store, bought online) (Statista, 2019).

How WhiteBox helps

Every statistic above points to the same operational need: one accurate view of stock and orders across web, marketplaces and physical stores. WhiteBox unifies inventory, orders and fulfilment so BOPIS, ship-from-store and cross-channel returns run on real-time data rather than guesswork. Explore our multichannel solution or get in touch to see how it fits your retail operation.

Frequently asked questions

What is the difference between omnichannel and multichannel retail? Multichannel means selling across several channels that operate separately; omnichannel unifies inventory, pricing and customer data so those channels behave as one seamless journey. In the classic HBR study, 73% of shoppers already used multiple channels per journey (Harvard Business Review, 2017).

Do omnichannel shoppers really spend more? Yes. McKinsey found omnichannel customers shop 1.7 times more than single-channel shoppers (McKinsey, 2022), and grocery omnichannel shoppers spend about 1.5 times more than single-channel buyers (Incisiv, 2023).

How popular is click-and-collect (BOPIS)? US click-and-collect reached US$132.8 billion in 2024, about 9.9% of ecommerce, rising to 17.5% of online orders during the holidays (Capital One Shopping, 2024).

Why do returns matter for omnichannel? Returns reached US$890 billion in 2024, 16.9% of US sales, and online-linked returns including BORIS made up more than half of the total, so cross-channel returns handling is a major cost and experience factor (NRF, 2024; Optoro, 2024).

Is omnichannel relevant in Singapore and Southeast Asia? Very. Offline retail still holds 87% of Singapore’s market while 95.8% of the population is online (Antom, 2024; DataReportal, 2025), so retailers must connect both worlds.

Sources

• Harvard Business Review — A Study of 46,000 Shoppers Shows That Omnichannel Retailing Works (2017)
• McKinsey — What is omnichannel marketing? (2022)
• McKinsey — Getting sharp on omnichannel shoppers in apparel (2023)
• McKinsey — The value of getting personalization right (2021)
• Omnisend — Omnichannel marketing statistics (2022)
• NRF & Happy Returns — 2024 Retail Returns to Total $890 Billion (2024)
• NRF — Consumers Expected to Return Nearly $850 Billion in 2025 (2025)
• Optoro — Optimizing Store Returns for the Omnichannel Era (2024)
• Digital Commerce 360 — Retailers battle fraudulent returns in 2024 (2024)
• Digital Commerce 360 — Omnichannel feature adoption among the Top 1000 (2024)
• Capital One Shopping — Buy Online Pick Up In Store Statistics (2024)
• BusinessDasher — BOPIS Statistics (2024)
• emerchantpay — The Rise of Click and Collect (2024)
• eMarketer — Ecommerce to account for more than 20% of worldwide retail sales (2025)
• Incisiv via PR Newswire — Omnichannel Shoppers Spend 1.5x More (2023)
• Porch Group Media — Omnichannel Statistics (citing Aberdeen Group, 2013)
• fabric — Real-Time Inventory Visibility (2024)
• Bain & Meta SYNC — Southeast Asia’s Digital Consumers (2022)
• Digital in Asia — Social Commerce in Southeast Asia (2024)
• Mordor Intelligence — Southeast Asia Social Commerce Market (2024)
• Antom — Singapore Retail & Payment Trends Report (2024)
• DataReportal — Digital 2025: Singapore (2025)
• Statista — Singapore shoppers’ online and offline behaviours (2019)

Cite us: If you reference these omnichannel retail statistics, please credit WhiteBox (whitebox.sg) with a link to this page, alongside the original source for each figure.

Related reading: Multichannel selling guide, omnichannel vs multichannel, Southeast Asia ecommerce statistics and best inventory management software in Singapore.