This shows the importance of making the customer journey a seamless experience across all channels and devices so consumers don’t feel they have to choose.
Today’s shopper tends to browse and buy in increasingly fragmented ways, and this holiday season, shoppers are proving to be more-channel agnostic than ever. It seems to be less and less about brick and mortar versus e-commerce for most shoppers. For example on black Friday Amazon dominated e-commerce sales and accounted for 35% of all transactions. However 4 of the top 5 e-commerce sellers were also traditional brick-and mortar retailers.
One really interesting piece of data is that while e-commerce and other non-store sales are projected to grow by 13.9% over 2015, they still only make up 9% of total sales. So what does 2016 have in store for retailers? Let’s take a look.