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Omnichannel Statistics 2026 (Retail & Marketing Data)

Marketing campaigns that span three or more channels generate a 494% higher order rate than single-channel campaigns — 0.83% vs. 0.14% — according to Omnisend's analysis of more than a billion marketing messages. That single gap explains why omnichannel has stopped being a buzzword and become the default playbook for serious retailers and marketers.

This page pulls together the most current omnichannel statistics for 2026: retention and spend differences between omnichannel and single-channel customers, how many retailers actually run an omnichannel strategy, BOPIS (buy-online-pickup-in-store) and click-and-collect adoption, and the conversion and engagement lift from multi-channel campaigns. Every figure is sourced and dated.

Key omnichannel stats (2025–2026)

What is the retention difference between omnichannel and single-channel customers?

Retention is where omnichannel shows its biggest advantage. Companies running strong omnichannel customer-engagement programs hold onto roughly 89% of their customers, while companies with weak or no omnichannel approach retain only about 33%, per data compiled by Capital One Shopping (2026). That 56-point gap is the headline number in nearly every omnichannel discussion.

Loyalty and engagement track the same pattern:

Customer retention: strong vs. weak omnichannel programs

Strong omnichannel
89%
Weak omnichannel
33%
Share of customers retained. Source: Capital One Shopping, 2026

How much more do omnichannel customers spend?

Omnichannel buyers don't just stick around longer — they spend more per visit and across their lifetime. On average, omnichannel customers spend about 16% more per order than single-channel shoppers (Capital One Shopping, 2026).

McKinsey's omnichannel research breaks the spend lift down by venue: omnichannel customers tend to spend roughly 4% more in-store and 10% more online per shopping occasion than single-channel customers, and the more channels a customer uses, the more they spend (McKinsey, latest available). At the campaign level, multi-channel automations also carry a higher basket: Omnisend reports an average order value of $66.31 for multi-channel campaigns vs. $58.70 for single-channel — a 13% lift (Omnisend, 2025).

Rolled up, businesses that run effective omnichannel engagement see average sales revenue rise about 9.5% per year versus weaker programs (Capital One Shopping, 2026).

How many retailers actually have an omnichannel strategy?

Demand is universal; execution is not. On the consumer side, roughly 73% of shoppers use multiple channels during a single buying journey, so omnichannel is effectively what customers already expect. On the retailer side, intent is high but maturity lags.

The takeaway: nearly every major retailer offers omnichannel fulfillment, but only a minority have unified their data, inventory, and customer experience into a truly seamless system — which is exactly where the retention and spend gains come from.

How widely adopted is BOPIS and click-and-collect?

Buy-online-pickup-in-store has gone fully mainstream in the U.S. As of 2024, an estimated 97.2 million Americans — about 34.2% of consumers — regularly use BOPIS, and more than 68% of U.S. shoppers used a BOPIS service at least once that year, up from 57% in 2022 (Capital One Shopping, 2024).

The dollars back it up. eMarketer projects U.S. click-and-collect (BOPIS plus curbside) sales of $154.3 billion in 2025, equal to about 10.5% of retail e-commerce sales, with the category growing roughly 16.2% year over year into 2025 — faster than e-commerce overall (eMarketer, 2025). Statista's forecast carries U.S. click-and-collect to roughly $177.9 billion in 2026 (Statista, 2026 est.).

U.S. click-and-collect (BOPIS + curbside) sales, $B

2024
~$133B
2025
$154.3B
2026 (est.)
$177.9B
Sources: eMarketer, 2025; Statista, 2026 est.

On the supply side, 87% of merchants now offer BOPIS as one of their core fulfillment options (Capital One Shopping, 2024). Globally, click-and-collect now accounts for roughly 1 in 10 online orders — about 10% — though the share runs higher in markets like North America and the UK.

What is the conversion and engagement lift from multi-channel campaigns?

This is where omnichannel marketing earns its keep. Omnisend's analysis of merchant data found that campaigns using three or more channels (email, SMS, push) post a 0.83% order rate vs. 0.14% for single-channel campaigns — a 494% higher order rate (Omnisend, 2025).

Campaign order rate: single-channel vs. multi-channel

Single channel
0.14%
3+ channels
0.83%
Order rate per campaign (+494%). Source: Omnisend, 2025

The pattern is consistent across every dataset: each additional well-integrated channel compounds engagement, order rate, and basket size. The lift isn't from more messages — it's from reaching the same customer in the right place at the right moment.

Frequently Asked Questions

What is omnichannel retail?

Omnichannel retail connects every customer touchpoint — website, mobile app, physical store, social media, email, and SMS — into a single, unified experience where inventory, pricing, and customer data are shared across all channels. The difference from "multichannel" is integration: a true omnichannel shopper can start a purchase online, pick it up in-store, and get follow-up offers by SMS without any disconnect.

How much more do omnichannel customers spend than single-channel customers?

Omnichannel customers spend about 16% more per order on average and carry a roughly 30% higher lifetime value, per Capital One Shopping's 2026 compilation. McKinsey data shows the spend lift grows with every additional channel a customer uses.

What is the omnichannel customer retention rate?

Companies with strong omnichannel engagement retain around 89% of their customers, compared with about 33% for companies with weak or no omnichannel strategy — a 56-percentage-point gap (Capital One Shopping, 2026).

How many people use BOPIS (buy online, pickup in-store)?

About 97.2 million Americans — roughly 34.2% of U.S. consumers — regularly used BOPIS in 2024, and more than 68% of shoppers used it at least once that year. U.S. click-and-collect sales are forecast to reach $154.3 billion in 2025, about 10.5% of e-commerce (Capital One Shopping; eMarketer).

Do most retailers have an omnichannel strategy?

Intent is high but maturity is uneven. 46% of retail executives named omnichannel a top 2025 priority (Deloitte), and 87% of merchants offer BOPIS, but only about 17% rate their unified-commerce capabilities as fully mature (latest available, 2025).

How much better do multi-channel marketing campaigns perform?

Campaigns using three or more channels post a 494% higher order rate (0.83% vs. 0.14%) and a 18.96% engagement rate versus 5.4% for single-channel campaigns, according to Omnisend's 2025 ecommerce marketing report.

How fast is click-and-collect growing?

U.S. click-and-collect sales grew an estimated 16.2% from 2024 to 2025 — faster than e-commerce overall — and eMarketer projects continued double-digit annual growth through 2030, reaching well over $290 billion by decade's end.

Sources