At the time of the survey, 33% of brands said they were prioritizing omnichannel order fulfillment over the next year.
Forrester Consulting conducted the study on behalf of Shopify. The survey covered consumers and businesses in Australia, Canada, France, Germany, India, Italy, Japan, the Netherlands, New Zealand, the United Kingdom, and the United States. The study included 12,000 global adult consumers who have made an online purchase in the last year, and 350 commerce strategy and decision makers at consumer packaged goods and retail companies that generate at least $500,000 in annual online revenue.
The statistic matters because it represents a shift in focus among brands towards a more integrated and seamless shopping experience. By prioritizing omnichannel order fulfillment, brands are acknowledging the importance of meeting customer demands and expectations across multiple channels, ultimately enhancing customer satisfaction and loyalty.
