Ecommerce Trends: What Matters as Much as Tech to Get Omnichannel Experiences Right

Why Omnichannel Experiences Are Defining Retail Success in 2026

The retail landscape has undergone a fundamental transformation over the past several years. As online and offline shopping continue to merge, omnichannel experiences have shifted from being a competitive advantage to a baseline expectation. Consumers no longer think in terms of "online shopping" versus "in-store shopping" — they simply think about shopping, and they expect retailers to meet them wherever they are, whenever they want, however they prefer.

According to Digital Commerce 360's 2026 Omnichannel Report, an impressive 85.9% of Retail Chains in the Top 1000 Database offered some form of omnichannel fulfillment option in 2025. This figure alone signals just how mainstream the omnichannel approach has become. But the more important question is no longer whether retailers are offering omnichannel options — it's whether they're executing those options in a way that genuinely satisfies customers.

The Most Common Omnichannel Fulfillment Options in 2025

Retailers across North America have been investing heavily in fulfillment infrastructure designed to bridge the gap between digital browsing and physical pickup. The most widely adopted omnichannel fulfillment methods in 2025 included:

• Curbside pickup: Customers place orders online and collect them from a designated spot outside the store without ever going inside — a convenience that surged in popularity during the pandemic and has since become a permanent fixture in retail operations.
• Buy Online, Pick Up In Store (BOPIS): Shoppers purchase products through a retailer's website or app and collect the items at a physical store location, combining the convenience of online ordering with the immediacy of in-store pickup.
• Real-time in-store stock visibility: Retailers sharing live inventory data online so shoppers can confirm product availability at a nearby store before making a trip — saving time and reducing the frustration of wasted visits.

These three options have become the cornerstone of omnichannel retail, and their widespread adoption reflects the growing consumer demand for flexibility, speed, and convenience.

Academy Sports, Kohl's, and the Push for Better Fulfillment Data

Leading retailers aren't just offering omnichannel options — they're actively refining them. Academy Sports and Outdoors, for example, has been working to tighten its fulfillment data-awareness across channels. By improving visibility into inventory movement, order status, and delivery timelines across both its digital and physical touchpoints, the sporting goods retailer is working to eliminate the gaps that can lead to customer frustration.

Kohl's, meanwhile, has been pursuing a strategy focused on reducing friction through omnichannel options. Whether that means simplifying the BOPIS process, streamlining return workflows, or making it easier for customers to switch between online and in-store modes during a single shopping journey, Kohl's recognizes that every point of friction is a potential reason for a customer to abandon a purchase or look elsewhere.

These examples illustrate a critical insight: the technology powering omnichannel fulfillment is only as valuable as the experience it creates. A sophisticated inventory management platform means nothing to a customer who waits 45 minutes for curbside pickup or arrives at a store only to find their item was never actually in stock.

What Consumer Data Reveals About Omnichannel Satisfaction

The 2026 Omnichannel Report draws on a consumer survey conducted in March 2026, gathering responses from 1,005 online shoppers. The survey didn't just ask which omnichannel fulfillment services customers used — it dug into what actually contributed to positive experiences.

The findings are telling. While technology and options are clearly important, they don't tell the full story. Customers consistently point to factors that sit outside the realm of pure technology as the differentiators between a good omnichannel experience and a great one. Factors such as clear communication, staff readiness, accurate pickup timing estimates, and ease of returns all play a role that no software platform can fully automate.

This is the core tension retailers must navigate: they invest millions in fulfillment technology, yet the experiences that leave the strongest impression on customers often come down to human elements — a friendly store associate, a well-organized pickup area, or a simple and clear notification system that keeps the customer informed every step of the way.

Beyond Technology: The Human Elements That Complete the Omnichannel Experience

Technology is an enabler, not the destination. For retailers chasing omnichannel excellence, the following non-tech factors deserve as much strategic attention as any platform investment:

• Staff training and empowerment: Employees who understand the omnichannel journey and are equipped to assist customers across different touchpoints are a critical asset. A well-trained associate can rescue a frustrating experience in ways that no app can.
• Clear and proactive communication: Customers want to know the status of their order at every stage. Timely, accurate notifications — whether by email, SMS, or app alert — build trust and reduce anxiety.
• Frictionless returns and exchanges: The ability to return an online purchase in-store without drama is a powerful loyalty driver. Complicated return policies or inconsistent enforcement can undo all the goodwill built during the initial purchase.
• Physical store experience design: Dedicated pickup zones, clear signage, and logical store layouts all contribute to how smooth a BOPIS or curbside experience actually feels to the customer.

What Retailers Must Prioritize Moving Forward

As omnichannel fulfillment becomes increasingly commoditized — nearly nine out of ten top retail chains are already offering some version of it — the differentiation will come from execution quality rather than option availability. Retailers who invest equally in the human side of their omnichannel strategy, alongside the technological infrastructure, will be the ones who build lasting loyalty.

The data is clear, and leading brands are already responding. The question for every retailer is no longer "Do we have omnichannel?" but "How well are we delivering on the promise it makes to customers?" Answering that question honestly — and then acting on the answer — is what will separate the leaders from the laggards in the years ahead.

Omnichannel retail is no longer a trend. It is the standard. And meeting that standard requires more than great technology — it requires a genuine, end-to-end commitment to the customer experience at every single touchpoint.