The omnichannel marketing statistic quoted most often, a 287% higher purchase rate for campaigns that use three or more channels, comes from Omnisend’s analysis of its own merchants’ 2019 campaigns, published in its 2020 report. It is not 2026 data. The freshest hard numbers are these: e-commerce was 17.1% of US retail sales in Q2 2026 (U.S. Census Bureau), B2B buyers use an average of ten channels (McKinsey B2B Pulse, 2024), and nearly one in five 2025 holiday online orders was picked up in store (Salesforce, 2025).
Below you get the current numbers with their dates, the full lineage of Omnisend’s 250%, 287% and 494% figures (they measure different things), a dedicated set of 2021 statistics, a “which number to cite” table, and a worked example that turns vendor lift into a channel-mix decision you can defend.
Omnichannel marketing statistics 2026: the current numbers
Every row below was published in 2024 or later. The “Type” column tells you whether the number is government data, a survey, or a vendor’s platform data, because that changes how far you can push it in a deck.
| Statistic | Value | Source and date | Type |
|---|---|---|---|
| E-commerce share of US retail sales, Q2 2026 (seasonally adjusted) | 17.1% ($340.2B of $1,986.5B) | Census Quarterly Retail E-Commerce report, released Aug 18, 2026 | Government survey |
| E-commerce growth vs total retail growth, Q2 2026 vs Q2 2025 | +12.2% vs +6.7% | Census, Aug 2026 | Government survey |
| Average channels B2B buyers use in the buying journey | 10 (up from 5 in 2016) | McKinsey B2B Pulse, Sept 2024, nearly 4,000 decision makers, 13 countries | Survey |
| B2B “rule of thirds” | About 1/3 in person, 1/3 remote, 1/3 digital self-serve at every stage | McKinsey B2B Pulse, 2024 | Survey |
| Share of 2025 holiday online orders placed for in-store pickup | Nearly 1 in 5; 1 in 3 in the final five days; peak 35% on Dec 22 | Salesforce holiday data, 1.5B+ shoppers, 89+ countries | Vendor platform data |
| Curbside pickup share of 2025 holiday online orders (retailers that offer it) | 17.1%, down from 17.5% in 2024; peak 39.0% on Dec 23 | Adobe Digital Insights, Jan 2026 | Vendor platform data |
| US online adults who used any store pickup option in the past 3 months | About half; about one third used BOPIS specifically | Forrester Retail Topic Insights survey, 2024 (published Dec 31, 2024) | Survey |
| Email automations’ share of sends vs share of email revenue | 2% of sends, 30% of revenue, 16x more revenue per send than campaigns | Omnisend 2026 Ecommerce Marketing Report, 150,000 brands, 2025 data | Vendor platform data |
| Push automation conversion rate | 22.9% in 2025 | Omnisend 2026 report | Vendor platform data |
| Customers who say companies treat them as an individual | 73%, up from 39% in 2023 | Salesforce State of the AI Connected Customer, latest edition | Survey |
The Census number is the backdrop for every retail omnichannel plan: online is now about one dollar in six, which means five in six retail dollars still change hands offline. That split is why retailers are selling their shopper data and site traffic to brands, a trend tracked in our retail media statistics. For the full online sales picture by category and device, use our e-commerce statistics.
Where “287% higher purchase rate, three or more channels” comes from
If you searched for the Omnisend 287% figure, here is the trail. Omnisend’s Marketing automation statistics 2020 report states that the “purchase rate of omnichannel campaigns is 287% higher than single-channel campaigns,” based on “a year-long analysis” of activity in 2019. Omnisend’s April 2022 omnichannel post (archived copy) gives the underlying rates: single-channel campaigns had a 3.21% purchase rate in 2019, while campaigns using three or more channels saw over 12%.
Two details matter when you quote it:
- The metric was orders per click, not per message. Omnisend’s note says its earlier method compared “the number of clicks in an email, SMS or push message, and the number of orders.” It later switched to orders per message sent, which is why its 2021 numbers look so different.
- The 2020 report page does not state the 90% retention, 250% or 13% AOV figures. Those come from the earlier 2019 report on 2018 data. And the “135,000 campaigns” sample belongs to the 2021 data set. Many stats pages, including the previous version of this one, blended all three.
Omnisend’s omnichannel lift, year by year
| Data year (report) | Headline | Single channel | 3+ channels | Metric | Sample stated |
|---|---|---|---|---|---|
| 2018 (2019 report) | 250% higher purchase rate | 2.56% | 8.96% | Purchase rate | “Over 2 billion campaigns” |
| 2018 (2019 report) | 250% more engagement | 5.4% | 18.96% | Engagement rate | Same |
| 2018 (2019 report) | 90% higher retention | 34.8% | Over 66% | Customer retention rate | Same |
| 2018 (2019 report) | 13% higher AOV | $58.70 | $66.31 | Average order value | Same |
| 2019 (2020 report) | 287% higher purchase rate | 3.21% | Over 12% | Orders per click | Year-long analysis; 5M+ SMS campaigns for the SMS stat |
| 2019 (2020 report) | 47.7% more likely to convert when SMS is involved | Relative figure only | Conversion | Same | |
| 2021 (Apr 2022 post) | 494% higher order rate | 0.14% | 0.83% | Orders per message sent | 135,000+ campaigns, 610M+ messages |
Copy-ready citation: “Omnisend found campaigns using three or more channels had a 287% higher purchase rate than single-channel campaigns (Omnisend platform data, 2019 campaigns, published 2020).”
Omnisend itself flagged the limit. Discussing its SMS lift, it wrote that there is “either a correlation between the likelihood of purchase and the receipt of an SMS, or there’s a correlation between the willingness to receive an SMS from a brand and the likelihood of purchase.” Merchants who run three channels are usually bigger, more mature and have warmer lists. Treat every row above as “what happened on one platform,” not as the lift you will get.
Omnichannel statistics 2021
If you need numbers from 2021 itself, for a retrospective, a before and after, or to match a 2021 citation in someone else’s deck, these are the primary-sourced ones. Each was measured in 2021 or published about 2021.
| 2021 statistic | Value | Source |
|---|---|---|
| Order rate, 3+ channel vs single-channel campaigns | 0.83% vs 0.14% (494% higher) | Omnisend, 135,000+ campaigns sent in 2021 |
| Omnichannel campaigns involving SMS vs single-channel | 429% more likely to convert | Omnisend, 7M+ SMS campaigns in 2021 |
| Omnichannel campaigns involving web push vs single-channel | 614% higher order rate | Omnisend, 400,000+ push notifications in 2021 |
| Push notification clickers who went on to buy | 38% | Omnisend, 2021 |
| Channels B2B customers regularly use with suppliers | 10 or more (5 in 2016) | McKinsey B2B Pulse, survey of US B2B decision makers, Nov 2021 |
| B2B decision makers who say omnichannel selling is as effective or more than pre-pandemic | 94% | McKinsey, Nov 2021 |
| B2B buyers willing to spend $500,000+ in one remote or self-serve transaction | 35% (27% in Feb 2021); 77% willing to spend $50,000+ | McKinsey, Nov 2021 |
| Respondents ranking e-commerce the single most effective sales channel | 32% vs 23% for in person | McKinsey, Nov 2021 |
| Consumers who expect personalized interactions / get frustrated without them | 71% / 76% | McKinsey Next in Personalization 2021, Nov 2021 |
| Consumers who switched store, product or buying method during the pandemic | Three quarters | McKinsey, Nov 2021 |
| US online holiday spending, Nov 1 to Dec 31, 2021 | $204.5B, +8.6% YoY | Adobe Digital Economy Index, Jan 2022 |
| Online holiday orders using curbside or in-store pickup (retailers offering it) | 23% (24% in 2020, 22% in 2019) | Adobe, Jan 2022 |
| E-commerce share of US retail, full year 2021, as first published | 13.2% ($870.8B) | Census Q4 2021 release, Feb 2022 |
One trap: Census has since revised the series. The Q4 2021 share was first published at 12.9% (seasonally adjusted), but today’s Census series on FRED shows 14.6% for that quarter, after benchmark revisions including the April 2025 change that dropped nonemployer businesses. If you compare 2021 with 2026, use the revised series for both ends: 14.6% in Q4 2021 to 17.1% in Q2 2026. Comparing the original 13.2% with today’s 17.1% overstates the shift.
E-commerce share of US retail, 2019 to 2026
The chart uses one consistent series, so the quarters are comparable. The pandemic spike in Q2 2020 (16.3%) took until 2025 to be matched on a sustained basis.
The independent study: 46,000 shoppers (HBR, 2017)
Almost every omnichannel stats page cites the Harvard Business Review piece by Emma Sopadjieva, Utpal M. Dholakia and Beth Benjamin, “A Study of 46,000 Shoppers Shows That Omnichannel Retailing Works” (Jan 3, 2017). Most get the setup wrong. It was one major US retailer with hundreds of stores, not a global sample, and it covered customers who bought between June 2015 and August 2016.
- 73% of the shoppers used multiple channels; 7% were online only and 20% store only.
- After controlling for shopping experience, omnichannel customers spent 4% more per store occasion and 10% more online than single-channel customers.
- Customers using 4+ channels spent 9% more in store than one-channel customers.
- Prior online research led to 13% greater in-store spending among omnichannel shoppers.
- Within six months, omnichannel shoppers logged 23% more repeat trips to the retailer’s stores and were more likely to recommend the brand.
The authors’ own caveat: “The correlations we report here shouldn’t be confused with causation.” Even so, this is the most useful sanity check you have. An independent, customer-level premium of 4% to 10% per occasion sits next to a vendor’s 287% campaign-level figure. Your forecast should land much closer to the first.
B2B omnichannel statistics: the McKinsey rule of thirds, 2021 vs 2024
| Measure | Nov 2021 edition | Sept 2024 edition |
|---|---|---|
| Sample | Hundreds of US-based B2B decision makers | Nearly 4,000 decision makers, 34 sectors, 13 countries |
| Channels used | 10 or more (5 in 2016) | Average of 10 (5 in 2016) |
| Rule of thirds | “Roughly even mix” of traditional, remote and self-service at each stage | Holds “across all geographies, industries, and company sizes” |
| E-commerce | Offered as a sales channel at 65% vs 53% earlier in 2021, overtaking in-person selling | More than one third of revenue for companies that offer it; top revenue channel among them |
| Switching risk | 8 in 10 would look for a new supplier without performance guarantees | More than half want true omnichannel and are likely to switch suppliers without a smooth cross-channel experience |
Sources: McKinsey, Dec 2021 and McKinsey, Sept 2024. For a professional-service firm, the rule of thirds is a staffing rule: at any stage, roughly a third of prospects will not book a call no matter how good your rep is, and a third will not self-serve no matter how good your site is. Our B2B sales statistics page covers buying-group size and cycle length.
BOPIS and click-and-collect statistics
| Measure | Value | Source | Definition note |
|---|---|---|---|
| 2021 holiday online orders via curbside or in-store pickup | 23% | Adobe, Jan 2022 | Retailers offering pickup; “curbside/in-store pickup” |
| 2025 holiday online orders via curbside pickup | 17.1% (17.5% in 2024) | Adobe, Jan 2026 | Retailers offering curbside; label says curbside only |
| 2025 holiday online orders via BOPIS | Nearly 1 in 5; peak 35% | Salesforce, 2025 | Aggregated Salesforce data on 1.5B+ global shoppers |
| US online adults using BOPIS in past 3 months | About one third | Forrester, 2024 | Survey; any store pickup was about half |
Do not chart Adobe’s 2021 and 2025 figures as a decline without the footnote: the 2021 label covers curbside and in-store pickup, the 2025 label says curbside. Pickup orders also pull shoppers into the store, where the HBR data says omnichannel customers spend more per visit. If extra shipping costs are part of why your carts get abandoned, pickup removes that cost; our cart abandonment statistics break down the reasons shoppers give.
Which omnichannel number to cite
Match the claim you are making to the strongest number for it. This is the table I would want on hand before a board meeting.
| If you want to say… | Cite this | Source | Watch out |
|---|---|---|---|
| How much retail is online now | 17.1% of US retail, Q2 2026 | Census, Aug 2026 | Seasonally adjusted; the unadjusted share was 16.4%. Next release Nov 19, 2026. |
| Most shoppers use more than one channel | 73% of 46,000 shoppers | HBR, 2017 | One US retailer, 2015 to 2016 data. |
| Omnichannel customers are worth more | +4% per store visit, +10% online; +23% repeat trips | HBR, 2017 | Correlation, per the authors. |
| Multichannel campaigns convert better | 0.83% vs 0.14% order rate (2021) or 287% (2019) | Omnisend | Vendor data; different metric definitions; self-selection. |
| Omnichannel improves retention | 66% vs 34.8% retention (90% higher) | Omnisend, 2018 data | Eight years old; one platform. |
| B2B buyers are omnichannel | 10 channels on average; rule of thirds | McKinsey, 2024 | Survey of decision makers, self-reported. |
| Pickup is mainstream | About 1 in 5 holiday online orders | Salesforce, 2025 | Holiday season only; peaks distort averages. |
| Personalization across channels pays | 5% to 15% revenue uplift across the customer base | McKinsey explainer, Aug 2022 | Stated as “could help”; no methodology on the page. |
Numbers to stop citing: the “89% vs 33% retention for strong vs weak omnichannel companies” figure is repeated across many 2026 roundups (for example Mailmodo’s list, which credits Firework) without a dated primary study, so we do not use it. Likewise for undated “omnichannel market size” figures. For the personalization data behind the McKinsey rows, see our personalization statistics.
Channel-mix worked example: what a 3-channel campaign is really worth
Here is how to turn the vendor lift into a decision without believing it blindly. Example: a store sends a promotion to its list. Assumptions: 60,000 messages, $75 average order value, 40% gross margin. Swap in your own figures.
- Baseline, email only. At Omnisend’s 2021 single-channel order rate of 0.14% per message: 60,000 × 0.0014 = 84 orders, or 84 × $75 = $6,300 revenue.
- Vendor-implied 3-channel result. Same 60,000 messages split across email, SMS and push at 0.83%: 60,000 × 0.0083 = 498 orders. Gap vs baseline: 414 orders.
- Haircut for self-selection. No public study says how much of that gap is caused by the extra channels. Plan with three scenarios: 10%, 25% and 50% of the gap is real.
- 10%: 84 + 41 = 125 orders, $9,375 revenue
- 25%: 84 + 104 = 188 orders, $14,100 revenue
- 50%: 84 + 207 = 291 orders, $21,825 revenue
- Convert to gross profit. Incremental orders × $75 × 40%: 41 orders = $1,230; 104 orders = $3,120; 207 orders = $6,210.
- Set your break-even. The SMS and push sends for this campaign (from your platform invoice) must cost less than $1,230 to pay off even in the pessimistic case. If they cost more than $6,210, the third channel loses money even if half the vendor lift is real.
- Sanity check against independent data. HBR measured a 4% to 10% spend premium per omnichannel customer. If your model implies customer-level revenue rising by multiples of that, your assumptions are too generous.
- Measure it. In my view, the only number that should survive into next year’s budget is your own: hold a random 10% to 20% of the audience out of SMS and push, send them email only, and compare orders per recipient. Our marketing attribution statistics show why platform-reported revenue tends to overcount, which is why a holdout beats an attribution report here.
The same logic works for any channel. For SMS-specific opt-in and click benchmarks, use our SMS marketing statistics. If you want a second pair of eyes on a channel-mix model built from your own numbers, you can book a consultation.
How we checked these numbers
Every figure was read on the publisher’s own page or report in November 2026. Where a live page had changed (Omnisend’s omnichannel post now covers 2026 data), we link the archived version that contains the quoted text. Two figures from the previous version of this page were removed because we could not confirm them on a primary page: a Salesforce “76% expect consistent interactions across departments” figure and a McKinsey “42% use more than 11 touchpoints” figure. Census numbers are seasonally adjusted unless noted.
Frequently asked questions
What are the key omnichannel marketing statistics for 2026?
E-commerce was 17.1% of US retail sales in Q2 2026 (Census). B2B buyers use an average of ten channels and split roughly a third each across in-person, remote and self-serve (McKinsey, 2024). Nearly one in five 2025 holiday online orders was placed for in-store pickup (Salesforce). Omnisend's 2026 report found email automations were 2% of sends but 30% of email revenue.
What are the omnichannel statistics from 2021?
Omnisend's 2021 data on 135,000+ campaigns showed a 0.83% order rate for three or more channels vs 0.14% for one channel (494% higher). McKinsey's November 2021 B2B Pulse found buyers using 10+ channels and 94% rating omnichannel selling as effective or better. Adobe reported 23% of 2021 holiday online orders used curbside or in-store pickup.
Where does the Omnisend 287% higher purchase rate for three or more channels come from?
It comes from Omnisend's Marketing automation statistics 2020 report, which analyzed its merchants' 2019 campaigns. Single-channel campaigns had a 3.21% purchase rate and campaigns with three or more channels had over 12%, measured as orders per click. It is vendor platform data, not a 2026 measurement, and merchants who use more channels differ from those who do not.
Is the 287% omnichannel statistic still accurate?
It is accurate as a description of Omnisend's 2019 data, but it is old and uses an orders per click metric Omnisend later replaced. Its 2021 data, measured as orders per message sent, showed a 494% higher order rate. Neither figure isolates cause, so use them as directional and test the lift on your own list with a holdout group.
How much more do omnichannel shoppers spend?
In the HBR study of 46,000 customers of one US retailer (June 2015 to August 2016), omnichannel customers spent 4% more per store visit and 10% more online than single-channel customers, and those using four or more channels spent 9% more in store. They also made 23% more repeat store trips within six months. The authors note these are correlations.
What percentage of shoppers use buy online, pick up in store?
Forrester's 2024 survey found about half of US online adults used some form of store pickup in the past three months, and about one third used BOPIS specifically. Salesforce data showed nearly one in five 2025 holiday online orders was placed for in-store pickup, peaking at 35% on December 22.