Why You Can't Ignore Omnichannel in 2025

Omnichannel isn’t just a strategy for growth — it’s the foundation of future-proof retail.

As we approach 2025, it’s clear that the retail landscape is transforming at breakneck speed, and customer expectations are higher than ever. Research from Salesforce shows that 65% of shoppers expect merchants to adapt to their changing needs and preferences, but 61% feel that businesses still treat them as a number. Further, 80% of customers say the experience a company provides is as important as its products or services.

Today’s shoppers are everywhere. They’re browsing websites, scrolling through social media, engaging with apps, and visiting physical stores — and they’re often doing it simultaneously. The blurring of those lines is why omnichannel is so important. 

These shoppers don’t just want the choice of where and how to shop; they want a unified customer experience across all channels. The pandemic ushered in a new era of convenience, and consumers aren’t willing to let it go. For retailers, the mandate is clear: meet your customers where they are, and deliver a frictionless experience at every touchpoint.

Omnichannel is also a significant driver of customer retention, which is an essential focus for retailers. The cost of customer acquisition isn’t coming down any time soon (if ever), and if you’re going to be pouring a significant amount of resources into converting a shopper, it doesn’t make financial sense if they don’t come back after that first purchase. By ensuring every first-time customer has a superior experience at every step of their journey, you can lay the foundation for a mutually beneficial, long-term relationship.

At AfterShip, we believe technology is at the core of omnichannel success. Our ongoing investment in smart solutions empowers businesses to navigate this complex landscape and thrive. As 2025 looms large, embracing an omnichannel strategy isn’t just good for business — it’s critical for survival. Here’s what every brand needs to focus on for omnichannel success.

Consistency across customer touchpoints to reduce friction

The journey from discovery to delivery should be seamless, no matter where your customers choose to shop. Whether they’re browsing your website, exploring products on your app, or shopping through a social media platform like TikTok Shop, consistency is key.

While many shoppers opt for online purchases, that doesn’t always translate to home delivery. Options like Buy Online, Pick Up In Store (BOPIS) and Buy Online, Ship to Store (BOSS) have grown in popularity in recent years. And Buy Online, Return in Store (BORIS) adds convenience to returns, meeting customer needs while also creating more opportunities to sell. In fact, 85% of shoppers report making additional purchases when picking up online orders in-store.

No matter where customers get orders delivered, post-purchase is a critical phase which can make a huge difference in promoting repeat purchases. Shoppers don’t just want a smooth delivery process — they want updates every step of the way. Providing customers with branded, accurate tracking and proactive notifications ensures transparency, builds trust, and fosters retention and loyalty.

Think about your own experiences as a shopper. How does it feel when you place an order, receive a confirmation, and then… nothing? Or when your estimated delivery date arrives and you track your package and it’s nowhere near you. Even if you ultimately like the product you ordered, you might go looking for a similar one from a competitor who offers a smoother post-purchase experience. 

Comprehensive data to deliver hyper-personalization

At the heart of every successful omnichannel strategy is actionable, unified customer data. Integrated solutions and platforms allow businesses to leverage these insights and enable hyper-personalized experiences that delight customers and anticipate their needs. When you know who your customers are and their preferences, you are better able to focus your efforts on the strategies that drive the most sales and the highest rate of retention.

AI-powered solutions help merchants to harness this data and fill in gaps. With artificial intelligence, brands can predict demand, optimize inventory, and tailor marketing strategies. Beyond leveraging insights about your customers, the ability to tap into broader customer trends provides a competitive edge.

Personalization isn’t just nice to have — it’s an expectation. Research from McKinsey shows that 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when those expectations aren’t met. The truth is that most retailers aren’t delivering the level of personalization that customers expect, so brands have a huge opportunity to do it right and stand out from the competition.

One example of tailored experiences is personalized product recommendations, which can significantly boost sales and increase average order value (AOV). In fact, brands using an AI-powered solution for recommendations like AfterShip Personalization see up to a 70% lift in AOV. 

Efficient operations to break down silos

Omnichannel retail is only as strong as its operational backbone. Managing inventory, fulfillment, and customer service across multiple channels at scale presents unique challenges for retailers. That’s where unified commerce comes in — it’s the engine that drives successful omnichannel strategies.

By leveraging technology to connect platforms and solutions, retailers can ensure seamless operations across channels. Having a connected back-end helps to break down silos, allowing inventory data, marketing insights, and customer service to work in tandem.

For retailers, a streamlined tech stack is the key to unified commerce. A new year is a great time to evaluate your current technologies. Are all your solutions, platforms, and systems in sync? Where are the disconnects? What data are you missing?

Working with multi-solution providers can help you streamline your operations and ensure that your data is connected. It’s also often more cost-effective to bundle than to pay for single solutions — plus, less resources will be required to implement and maintain your tech stack.

The future of retail lies in omnichannel excellence

The past few years have been volatile for retail, but the future belongs to merchants who can meet shoppers where they are and deliver what they want: seamless, relevant customer experiences.

With the right omnichannel strategy and smart solutions, retailers can eliminate friction, increase revenue, and build lasting customer relationships. As a technology leader in the eCommerce space, AfterShip is committed to providing brands with the tools they need to thrive in this connected, data-driven retail environment. 

2025 is fast approaching. The question isn’t whether you should adopt an omnichannel approach — it’s whether you can afford not to.