Are you meeting your customers on the channels where they are buying and shopping? Omni-channel retail is just that: having your product wherever consumers are already spending their time. And that means a combination of brick-and-morter shops, online stores, social media, or marketplaces such as Amazon, Ebay, and Google Shopping. Omnichannel sales also provide the customer with an integrated shopping experience across all channels. While it can be complex to manage cross-channel sales, technology has truly made it easier than ever to for even the most reticent store owners to open the omnichannel door.
But what channels will benefit you the most? To answer that, you must first understand who your customers are and how they shop. There isn ‘t one channel that ‘s necessarily better in and of itself, but each channel offers a different way of connecting with buyers, so it ‘s important to uncover the right strategies for your target customers. How do you discover how and where your customers are shopping?
While no one shops exclusively through a single medium, there are patterns that have emerged that are worth paying attention to. Big Commerce, an ecommerce and shopping cart platform, recently published a report that analyzes modern, omnichannel consumer behavior: The Complete Omni-Channel Retail Report: What Brands Need to Know About Modern Consumer Shopping Habits in 2017. The data in the report uncovers the details on how, when, where and why Americans buy; the report is well worth reading in its entirety, but here ‘s a look at who is shopping on online.

Who Shops Online?

Almost everyone.

“96% of Americans with internet access have made an online purchase at some point in their lives, and four in five (80%) have done so in the last month alone.

Online Shopping Demographics


While “almost everyone shops online, when analyzed by demographic, it ‘s clear that the younger generations (currently Millennials and Get X-ers) will continue to drive shopping to the digital front.

“Only 41% of Baby Boomers and 28% of Seniors will click to purchase.


All online shoppers are influenced by convenience, but parents value ease of purchase the most.

“In fact, nearly half (49%) of parents surveyed stated that they couldn ‘t live without online shopping — and they spend 61% more online per year than non-parents.


Men and women shop similarly across all channels, but men reported spending 28% more online than women over the last year.


Shoppers in metropolitan areas spend more online annually on average than suburban shoppers or those in rural areas. Metropolitan shopper have access to more brick-and-mortar stores, but suburban shoppers cited shipping costs as a deterrent while rural shoppers cited privacy concerns.
For a successful omnichannel strategy, you must know who you customers are and learn where and how they shop.This Big Commerce report offers insights into what, when, and where Americans are buying, what influences each demographic, what shoppers hate, and much more. We highly recommend you delve in to this comprehensive report if you own a retail business!
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