BigCommerce Study Reveals That Merchants Are Missing Omnichannel Opportunities

BigCommerce’s 2018 Omnichannel Buying Report examines survey responses of nearly 3,000 digital consumers. It found that convenience, selection and data privacy are top of mind for digital shoppers. Furthermore, the report illustrates the global impact of Amazon’s marketplace, from which more than 80 percent of respondents have purchased in the past six months, as opposed to 65 percent who have purchased from a physical retail store.

According to the study, one of every $3 of monthly discretionary income is now spent online, but the relationship between online and offline channels is far more nuanced. Thirty-nine percent of consumer respondents visited a brand’s website before making a purchase in a physical retail store, and 33 percent will attempt to price match the product online.

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