31 Omnichannel Marketing Statistics, Trends, and Data Points for 2026
This briefing compiles verified data on how omnichannel marketing performs against single-channel approaches, drawing on primary studies from McKinsey, Harvard Business Review, Salesforce, Omnisend, and Statista/eMarketer. Each statistic below carries its publisher, year, and geography, and we flag where figures are vendor first-party data, survey self-reports, or drawn from a single dated study so the numbers can be quoted responsibly.
Executive Summary
- 73% of 46,000 shoppers studied used multiple channels during their shopping journey, versus 7% online-only and 20% store-only (Harvard Business Review, 2017, global retail). Source: HBR, 2017.
- Marketers running campaigns across three or more channels saw a 287% higher purchase rate than single-channel campaigns, based on more than 135,000 campaigns analyzed (Omnisend, 2020, vendor platform data). Source: Omnisend, 2020.
- Customer retention rates were 90% higher for omnichannel campaigns than single-channel campaigns (Omnisend, 2020, vendor platform data). Source: Omnisend, 2020.
- Getting omnichannel personalization right can lift revenue by 5% to 15% across the full customer base and improve cost-to-serve efficiency by 3% to 7% (McKinsey, global). Source: McKinsey.
- B2B buyers now use about 10 channels to interact with suppliers, up from 5 in 2016, and 42% report using more than 11 touchpoints (McKinsey, 2021, global B2B). Source: McKinsey, 2021.
- 76% of customers expect consistent interactions across departments, yet a majority say it still feels like dealing with separate departments (Salesforce State of the Connected Customer, 5th Edition, 2022, ~17,000 respondents worldwide). Source: Salesforce, 2022.
- Omnichannel shoppers logged 23% more repeat shopping trips within six months than single-channel shoppers (Harvard Business Review, 2017, global retail). Source: HBR, 2017.
- Global retail e-commerce sales reached roughly $6.3 trillion in 2024 and are forecast near $8 trillion by 2027, the backdrop that makes channel integration a board-level concern (Statista / eMarketer, 2024). Source: Statista, 2024.
Key Findings
- 73% of 46,000 global shoppers used more than one channel in their journey (Harvard Business Review, 2017). Source: HBR, 2017.
- Only 7% of those shoppers were online-only and 20% were store-only (Harvard Business Review, 2017). Source: HBR, 2017.
- Omnichannel customers spent 4% more per in-store visit and 10% more online than single-channel customers (Harvard Business Review, 2017). Source: HBR, 2017.
- Shoppers who used four or more channels spent an average of 9% more in store than single-channel shoppers (Harvard Business Review, 2017). Source: HBR, 2017.
- Campaigns using three or more channels produced a 287% higher purchase rate than single-channel campaigns (Omnisend, 2020). Source: Omnisend, 2020.
- Purchase frequency was about 250% higher for omnichannel campaigns than single-channel campaigns (Omnisend, 2020). Source: Omnisend, 2020.
- Average order value was roughly 13% higher per order for omnichannel campaigns than single-channel ones (Omnisend, 2020). Source: Omnisend, 2020.
- Campaigns that included SMS saw a 47.7% higher conversion rate than those that did not (Omnisend, 2020). Source: Omnisend, 2020.
- Omnichannel personalization done well can raise revenue 5% to 15% across the full customer base (McKinsey). Source: McKinsey.
- Omnichannel programs can improve cost-to-serve efficiency by 3% to 7% (McKinsey). Source: McKinsey.
- B2B buyers used about 10 channels in 2021 to interact with suppliers, double the 5 channels used in 2016 (McKinsey, 2021). Source: McKinsey, 2021.
- 42% of B2B respondents reported using more than 11 touchpoints across their buying journey (McKinsey, 2021). Source: McKinsey, 2021.
- At any stage of the B2B journey, roughly one-third of buyers prefer in-person, one-third remote, and one-third digital self-serve, McKinsey’s “rule of thirds” (McKinsey, 2021). Source: McKinsey, 2021.
- 76% of customers expect consistent interactions across departments (Salesforce, 5th Edition, 2022). Source: Salesforce, 2022.
- Global retail e-commerce sales were about $6.3 trillion in 2024, up from $5.8 trillion in 2023 (Statista / eMarketer, 2024). Source: Statista, 2024.
Omnichannel vs Single-Channel Performance
The clearest comparative evidence comes from Omnisend’s analysis of its own merchant base and from Harvard Business Review’s study of a single large retailer. Both point the same direction, but they measure different things: Omnisend measures campaign mechanics, while HBR measures shopper value.
Campaigns using three or more channels produced a 287% higher purchase rate than single-channel campaigns (Omnisend, 2020, more than 135,000 campaigns). Source: Omnisend, 2020.
The same analysis found purchase frequency about 250% higher and average order value about 13% higher per order on omnichannel campaigns versus single-channel campaigns (Omnisend, 2020). Source: Omnisend, 2020.
These figures are vendor first-party platform data drawn from Omnisend’s e-commerce customers and reflect 2019 campaign activity. They are useful directional benchmarks but are not from an independent third party and should not be read as universal lift figures for all businesses.
Customer Retention and Engagement Lift
Retention is where the omnichannel argument is strongest, though the most-quoted retention figures come from a small number of repeatedly cited sources.
Customer retention rates were 90% higher for omnichannel campaigns than single-channel campaigns (Omnisend, 2020). Source: Omnisend, 2020.
Companies with strong omnichannel customer engagement retained 89% of their customers, compared with 33% for companies with weak omnichannel engagement (Aberdeen Group, widely cited). Source: Omnisend (citing Aberdeen).
Omnichannel shoppers logged 23% more repeat shopping trips within six months than single-channel shoppers and were more likely to recommend the retailer (Harvard Business Review, 2017). Source: HBR, 2017.
The 89% versus 33% Aberdeen figure circulates across dozens of marketing blogs but traces to an older Aberdeen Group study and is not freshly measured each year. Treat it as an illustrative benchmark, not a current 2026 measurement.
Channel Usage Across the Buying Journey
Buyers, both consumer and business, now move across many channels in a single journey. McKinsey’s B2B Pulse research is the strongest primary evidence here.
B2B buyers used about 10 channels to interact with suppliers in 2021, up from 5 in 2016 (McKinsey, 2021). Source: McKinsey, 2021.
42% of B2B respondents said they used more than 11 different touchpoints across the journey (McKinsey, 2021). Source: McKinsey, 2021.
McKinsey’s “rule of thirds” holds that at any journey stage roughly one-third of buyers want in-person contact, one-third want remote, and one-third want digital self-serve (McKinsey, 2021). Source: McKinsey, 2021.
On the consumer side, 73% of HBR’s 46,000 studied shoppers used multiple channels, while only 7% stayed online-only (Harvard Business Review, 2017). Source: HBR, 2017.
Consistency Expectations
Customers increasingly expect a single, coherent experience regardless of channel, and Salesforce’s recurring survey is the most-cited tracker of that gap.
76% of customers expect consistent interactions across departments (Salesforce State of the Connected Customer, 5th Edition, 2022). Source: Salesforce, 2022.
The 5th edition surveyed 13,020 consumers and 3,916 business buyers worldwide, making it a large self-reported sample (Salesforce, 2022). Source: Salesforce, 2022.
These are stated preferences from a survey, not observed behavior. Survey expectation figures tend to run high because respondents readily endorse wanting “seamless” experiences, so they describe demand rather than proven revenue impact.
Market Context
Omnichannel investment scales with the size of digital commerce overall.
Global retail e-commerce sales reached roughly $6.3 trillion in 2024 (Statista / eMarketer, 2024). Source: Statista, 2024.
Forecasts place global retail e-commerce near $8 trillion by 2027 (Statista / eMarketer, 2024). Source: Statista, 2024.
E-commerce totals are not the same as the omnichannel market, and various “omnichannel market size” figures circulating online lack transparent methodology, so we exclude those and report only the verifiable e-commerce baseline.
Original Synthesis
The following three insights combine the verified figures above. Each derivation is stated transparently with its inputs and limits.
1. The channel-count gradient
HBR found shoppers using four or more channels spent 9% more in store, versus 4% more for omnichannel shoppers generally (HBR, 2017). Combining those two points suggests the value of an additional channel is not flat: moving a customer from “any second channel” to “four-plus channels” roughly doubles the in-store spending premium. Inputs: HBR 2017 in-store spend deltas. Limitation: both figures come from one retailer and one time period, so this is a within-study gradient, not a cross-market law.
2. Vendor lift versus independent lift
Omnisend’s vendor data shows a 287% higher purchase rate for 3+ channel campaigns, while HBR’s independent study shows a more modest 4% to 10% spending premium per omnichannel customer (Omnisend 2020; HBR 2017). The two-order-of-magnitude gap is a useful caution: campaign-level engagement metrics (open, click, purchase rate) inflate far more easily than customer-level spending. Inputs: Omnisend purchase-rate lift, HBR spend deltas. Limitation: the metrics are not directly comparable; one measures campaign response, the other measures wallet share.
3. The expectation-to-evidence ratio
76% of customers say they expect consistent cross-department interactions (Salesforce 2022), yet the hardest independent behavioral evidence of omnichannel payoff, HBR’s 23% repeat-trip lift, predates that survey by five years. The ratio of strongly stated demand to recent independent proof is lopsided. Inputs: Salesforce 2022 expectation figure, HBR 2017 behavioral figure. Limitation: this compares a survey to a behavioral study; it highlights an evidence gap rather than proving consistency does or does not drive revenue.
Tables
| Metric | Omnichannel vs single-channel | Source (year) |
|---|---|---|
| Purchase rate (3+ channels) | +287% | Omnisend (2020) |
| Purchase frequency | +250% | Omnisend (2020) |
| Average order value | +13% | Omnisend (2020) |
| Customer retention rate | +90% | Omnisend (2020) |
| Conversion when SMS included | +47.7% | Omnisend (2020) |
Source for all rows: Omnisend, 2020. These are vendor first-party platform figures reflecting 2019 campaign activity.
| Shopper segment (HBR study) | Share of 46,000 shoppers | Spending vs single-channel |
|---|---|---|
| Multichannel (omnichannel) | 73% | +4% in store, +10% online |
| Store-only | 20% | Baseline |
| Online-only | 7% | Baseline |
| Four-plus channels | (subset of 73%) | +9% in store |
Source for all rows: Harvard Business Review, 2017. Single retailer, global sample, dated 2017.
| B2B channel usage | Value | Source (year) |
|---|---|---|
| Channels used to reach suppliers (2021) | ~10 | McKinsey (2021) |
| Channels used (2016) | 5 | McKinsey (2021) |
| Buyers using 11+ touchpoints | 42% | McKinsey (2021) |
| Customers expecting consistent cross-department interactions | 76% | Salesforce (2022) |
Sources: McKinsey, 2021 and Salesforce, 2022.
Charts to build
Below are recommended charts. One simple bar chart is rendered inline; the rest are specs.
Inline chart: omnichannel campaign lift over single-channel (Omnisend, 2020)
Bar widths are scaled to each metric’s percentage lift (287% set to full width). Source: Omnisend, 2020.
- Chart: Shopper mix from the HBR study. Data needed: 73% multichannel, 20% store-only, 7% online-only. Source: HBR 2017. Insight: the multichannel majority. Citation-worthy because it quantifies how rare single-channel shoppers already were by 2017.
- Chart: B2B channel count, 2016 vs 2021. Data needed: 5 channels to ~10 channels. Source: McKinsey 2021. Insight: the doubling of touchpoints. Citation-worthy as a clean before/after.
- Chart: expectation vs independent evidence timeline. Data needed: Salesforce 2022 (76%) plotted against HBR 2017 (23% repeat-trip lift). Source: Salesforce, HBR. Insight: demand outpaces fresh proof.
- Chart: global e-commerce sales 2023 to 2027. Data needed: $5.8T (2023), ~$6.3T (2024), ~$8T (2027). Source: Statista / eMarketer. Insight: the growing backdrop for channel integration.
Methodology
Sources were selected for verifiability and proximity to primary data. We prioritized the original publishers (McKinsey, Harvard Business Review, Salesforce, Omnisend, Statista/eMarketer) over aggregator blogs. Every statistic was traced to its publisher, with year and geography recorded. Inclusion required a real, fetchable source URL and a clearly stated number; figures lacking transparent methodology (such as unsourced “omnichannel market size” totals) were excluded. Where a figure appeared in multiple editions with different values (for example Salesforce’s consistency expectation reported as 76% in one edition and 79% in another), we cited the specific edition figure rather than blending them. Conflicting magnitudes between vendor and independent data (Omnisend’s 287% versus HBR’s single-digit spend premiums) are reported side by side rather than reconciled, because they measure different units. No numbers were estimated or invented. Last updated June 2026.
Source Quality
Tier 1 (primary research and major independent studies): Harvard Business Review 2017 study of 46,000 shoppers; McKinsey B2B Pulse research. Tier 2 (credible market research and large vendor surveys): Salesforce State of the Connected Customer; Statista and eMarketer e-commerce sales data; Omnisend first-party platform analysis (vendor data, treated as Tier 2 with a vendor-bias flag). Tier 3 (re-cited secondary figures): the Aberdeen Group 89%/33% retention figure as relayed through marketing publications.
Most Quotable Statistics
- “73% of 46,000 shoppers used multiple channels, while only 7% shopped online-only.” (Harvard Business Review, 2017)
- “Three-plus channel campaigns saw a 287% higher purchase rate than single-channel.” (Omnisend, 2020)
- “B2B buyers used about 10 channels in 2021, double the 5 used in 2016.” (McKinsey, 2021)
- “76% of customers expect consistent interactions across departments.” (Salesforce, 2022)
- “Omnichannel personalization can raise revenue 5% to 15% across the customer base.” (McKinsey)
Data Limitations
The strongest independent behavioral study, HBR’s 46,000-shopper analysis, is from 2017, covers a single retailer, and predates the current 2026 channel mix; it should be cited as a landmark finding, not as a present-day measurement. Omnisend’s lift figures are vendor first-party data from its own merchant base and reflect 2019 activity, so they carry selection and vendor bias. Salesforce and similar survey figures capture stated expectations, not verified revenue outcomes. The Aberdeen 89%/33% retention figure is widely re-cited but traces to an older study with limited public methodology. Several large “omnichannel market size” numbers in circulation lack transparent sourcing and were excluded.
Recommended Dataset Fields
For a downloadable CSV, we recommend: statistic_id; metric_name; value; unit (percent, USD, count); comparison_basis (omnichannel vs single-channel, year-over-year, segment); geography; year; publisher; source_url; source_tier; data_type (independent_study, vendor_data, survey, market_estimate); sample_size; limitation_flag.
Press Summary
Omnichannel marketing continues to outperform single-channel approaches across the metrics that have credible data behind them. Harvard Business Review’s study of 46,000 shoppers found 73% used multiple channels and spent 4% to 10% more than single-channel customers, with 23% more repeat trips within six months. Omnisend’s analysis of more than 135,000 campaigns reported a 287% higher purchase rate and 90% higher retention for three-plus channel campaigns, though those are vendor figures from 2019. McKinsey reports B2B buyers now use about 10 channels, up from 5 in 2016, and that omnichannel personalization can lift revenue 5% to 15%. Salesforce finds 76% of customers expect consistent cross-department interactions. The strongest independent behavioral evidence dates to 2017, so buyers of this story should treat the direction as well established but the freshest hard numbers as vendor or survey data. CO Consulting compiled these figures from primary publishers in June 2026.
Suggested Headlines
- The 73% Majority: What 46,000 Shoppers Reveal About Omnichannel
- 287% Higher Purchase Rate, With an Asterisk: Reading Omnichannel Vendor Data Honestly
- From 5 Channels to 10: How B2B Buying Doubled Its Touchpoints
- Customers Expect Consistency. The Evidence It Pays Off Is Older Than You Think
- Omnichannel Retention Math: Separating the 90% From the 89%/33%
FAQ
How many channels do shoppers actually use?
73% of the 46,000 shoppers in HBR’s study used multiple channels, versus 7% online-only and 20% store-only (Harvard Business Review, 2017). Source: HBR, 2017.
Does omnichannel marketing increase purchase rates?
Campaigns using three or more channels saw a 287% higher purchase rate than single-channel campaigns (Omnisend, 2020, vendor data). Source: Omnisend, 2020.
How much more do omnichannel customers spend?
They spent 4% more per in-store visit and 10% more online than single-channel customers (Harvard Business Review, 2017). Source: HBR, 2017.
Does omnichannel improve retention?
Retention rates were 90% higher for omnichannel campaigns than single-channel campaigns (Omnisend, 2020). Source: Omnisend, 2020.
How many channels do B2B buyers use?
About 10 in 2021, up from 5 in 2016 (McKinsey, 2021). Source: McKinsey, 2021.
What revenue lift can omnichannel personalization deliver?
5% to 15% across the full customer base, per McKinsey. Source: McKinsey.
Do customers expect consistency across channels?
76% expect consistent interactions across departments (Salesforce, 5th Edition, 2022). Source: Salesforce, 2022.
How big is the e-commerce market omnichannel operates in?
Global retail e-commerce sales reached about $6.3 trillion in 2024 (Statista / eMarketer, 2024). Source: Statista, 2024.
Do omnichannel shoppers return more often?
They logged 23% more repeat shopping trips within six months than single-channel shoppers (Harvard Business Review, 2017). Source: HBR, 2017.
Is the often-quoted 89% retention figure reliable?
Strong-omnichannel companies retained 89% of customers versus 33% for weak ones, an Aberdeen Group figure relayed by Omnisend and others, but it traces to an older study and should be treated as illustrative. Source: Omnisend (citing Aberdeen).
About this research
This asset was compiled by CO Consulting, a research-driven growth-consulting firm. If you want help turning these benchmarks into a channel strategy grounded in your own data, you can book a consultation.