Consumer buying behaviour: from malls to mobile to metaverse

In-store vs online? There’s no more competition 

^{Source: Euromonitor} 

Each year Euromonitor has tracked consumers’ shopping motivations in-store vs online. But over the past five years, consumers have continuously embraced today’s omnichannel environment as the boundaries between the channels disappear. ¹

How businesses are responding

Retailers’ most important commerce-specific developments over the next year

Top challenges retailers face when developing an omnichannel strategy

1. budget constraints
2. difficulty integrating with existing systems
3. lack of resources internally
4. conflict resolution across different channels
5. lack of expertise ³

Anyone’s game: non-retail brands

What do the below platforms have in common?

• TikTok
• Roblox
• Twitch 
• Facebook
• Instagram
• YouTube 
• Netflix

None of them started out in retail, yet now, all of them are competing for consumer spend. These platforms are expanding their capabilities with marketplaces, their own merchandise sites or some other form of shoppable content. With the right integrations, many non-retail platforms are evolving into key purchase channels. ³

Learn more about social commerce

¹ Voice of the Consumer Lifestyles Survey 2024 - Euromonitor

² 2024 Omnichannel Marketing Trends - Mintel

³ Retail Reinvention: A Framework for Future Growth - Euromonitor

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