Key takeaways
Omnichannel marketing is now essential, as consumers expect consistent brand experiences across devices and channels
Automated messaging delivers outsized results, generating 30% of revenue despite representing only 2% of emails sent
Combining email, SMS, and push notifications can significantly improve conversions, engagement, and marketing ROI
Omnichannel strategies strengthen retention and lifetime value, with customers spending more than single-channel shoppers
Mobile-first, personalized, and flexible shopping experiences are especially important for engaging Gen Z consumers
Did you know that 76% of average consumers owned four or more connected devices in 2025? Customers increasingly move between devices as they browse, research, and pay. Omnichannel marketing is all about communicating with your customers across different channels and devices, all carrying the same messaging about and from your brand.
After we published our previous omnichannel ecommerce statistics report back in 2021, the 2026 trends not only continue to support our findings but also show that omnichannel marketing isn’t a choice anymore — over 71% of consumers expect a consistent channel experience.
These channels usually include email (desktop and mobile), push notifications (desktop and mobile), and SMS (mobile). You can also include other channels, such as Facebook and Google, with retargeting ads (desktop and mobile), as well as live chat (desktop and mobile).
Let’s look at some more omnichannel statistics for 2026.
What is omnichannel marketing?
Omnichannel marketing strategies encompass key channels, including email, SMS campaigns, push notifications, social media, paid ads, and even physical stores. The goal of this strategy is to ensure all channel communications are fully aligned to provide a cohesive customer experience.
In other words, omnichannel customer engagement strategies ensure customers receive the same information from your brand, regardless of which channel they prefer.
Note that omnichannel marketing is different from multichannel marketing. In contrast to omnichannel strategies that focus on unification, multichannel simply offers multiple channels without connecting them.
Omnichannel marketing performance (Omnisend data)
Omnisend’s 2026 ecommerce marketing report includes an in-depth analysis of over 150,000 brands, 27 billion emails, 321 million SMS messages, and 458 million push notifications in 2025. Here are the key stats based on the customer data we compiled.
| Emails | Automated messages | SMS | ROI |
|---|---|---|---|
| Email open rates increased from 26.6% in 2024 to 30.7% in 2025, showing consistent growth for the fifth year in a row | Automated messages accounted for only 2% of all sent emails, but brought 30% of revenue. Compared to scheduled campaigns, automated messages earned 16x more per email sent | Click-through rates for SMS more than doubled year over year (YoY), while push automation conversion rates climbed to 22.9% | Omnisend customers saw an average return of $79 for every dollar they spent in 2025 across email, SMS, and push notifications |
Omnichannel sales & revenue statistics
The general ecommerce marketing benchmarks we see, including our own research, show an undeniable shift from single-channel strategies to omnichannel marketing.
- Click-and-collect, or buy online, pick up in store (BOPIS) + curbside sales are projected to reach $177.9 billion in US retail online sales in 2026 alone, reflecting a 15.3% increase year over year.
- The global multichannel ecommerce market is on track to grow from $25.22 billion in 2026 to $76.38 billion by the end of 2034 at a CAGR of 14.9%.
- Brands with well-established omnichannel engagement strategies retain 89% of their customers and see around 9.5% more in annual revenue growth.
- Personalized and highly data-reliant omnichannel experiences can significantly improve revenue. For example, Vodafone unified campaigns across web push, on-site personalization, email, and Facebook, which resulted in 159% higher conversions.
These metrics reflect one straightforward fact — integrated experiences convert better and lead to higher customer retention.
Omnichannel consumer behavior statistics
Virtually all modern seller trends are dictated by shopper behavior, particularly since online shopping has become so widespread. Now, a common purchasing journey may look like discovering a product on one channel, researching it typically on another, and buying on a third.
But more than that, customers are more informed than ever — which means that focusing on a single channel can cause brands to lose prospective audiences.
Customer retention & lifetime value
Retention is by far the most important metric, and the best part is — omnichannel marketing drives customer retention. To put it in layman’s terms, if you’re using your channels the right way, your customers will stay longer and purchase from you more than once.
Based on recent statistics, brands using an omnichannel strategy get 30% higher lifetime return on investment (ROI) from omnichannel shoppers than from single-channel customers. Plus, omnichannel marketing has 89% higher customer retention rates.
A particularly interesting aspect that seems to affect customer retention and lifetime value is loyalty programs. In fact, brands with well-designed loyalty programs that allow customers to redeem rewards on different channels see 2.4x higher participation rates.
Channel statistics: SMS, push, email
Combining SMS, push, and email has become the focus point for many brands and service providers. This three-way communication focuses on aligning the same core message across different channels.
Besides Omnisend’s research, here’s how other news websites, online research sites, and service providers report SMS, push, and email performance:
Omnichannel demographics
While omnichannel retail statistics show significant benefits for major ecommerce metrics, customer demographics are a crucial factor to consider. We have to take into account the shift to using mobile devices for online shopping, banking, research, and many other day-to-day activities.
Based on the data we have today, this is primarily seen among the younger generation. For starters, over 91% of Gen Z (1997-2012) shoppers use mobile phones for shopping in physical stores, and 90% of them are motivated to shop by flash sales, showing high responsiveness to time-sensitive offers.
In addition to being the most digitally integrated generation, Gen Z also expects a high level of reliable information. To back this up, omnichannel customer service statistics show that 68% of Gen Z customers choose not to buy from brands with unreliable customer support.
Omnisend’s earlier omnichannel statistics from 2022
In 2022, we published highly targeted research that looked at 135,000 campaigns sent in 2021, which included more than 610 million messages. This report is already a few years old, but still provides relevant background for analyzing the improving trends of omnichannel use.
- Omnichannel campaigns that included SMS were 429% more likely to result in conversion than single-channel campaigns
- Marketers using three or more channels in a campaign earned a 494% higher order rate than those using a single-channel campaign
- Omnichannel campaigns that involved push messages had a whopping 614% higher order rate, compared to single-channel campaigns
- Omnisend customers saw that 38% of all recipients who clicked on a push notification ended up making a purchase
Final thoughts
Omnichannel marketing is becoming the most important strategy for nearly all ecommerce brands on a global scale. It doesn’t matter whether you’re running a small local shop or a major global webstore — setting up a successful omnichannel strategy is one of the surest ways to improve your customer experience and, in turn, business operations.
The data backs this up. The Capital One Shopping report states that retailers with at least three or more channels see their consumer engagement increase by 250% compared with single-channel retailers.
After all, the more ways customers have to reach and interact with you, the more likely they are to purchase. That’s why the biggest challenge with omnichannel is setting it up right to benefit your business.
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Frequently asked questions
What is omnichannel marketing?
Omnichannel marketing is part of a broader marketing strategy that connects email, SMS, push notifications, social media, online stores, and physical stores to create a fully aligned customer experience for every shopping journey.
How effective is omnichannel vs. single-channel marketing?
Omnichannel and single-channel marketing both work to support brands’ marketing strategies, but in different ways and at different levels. Single-channel marketing focuses on a single channel and allows businesses to build truly detailed strategies for that specific channel. Omnichannel marketing involves connecting different channels to maximize audience reach and create a unified experience.
Do omnichannel customers spend more?
The short answer is yes. Several omnichannel customer experience statistics report that omnichannel customers bring more than 30% higher lifetime value compared to single-channel shoppers.
What percentage of shoppers are omnichannel?
Different research papers report varying numbers, but generally, between 73% and 91% are omnichannel shoppers. Even if this is a broad range, it still reflects a major shift in global ecommerce marketing trends and strategies.
