Creating an omnichannel experience has never been more critical than during the post-pandemic era. The ability to be everywhere consumers are and deliver when, where, and how they choose – while providing safety and convenience via features like contactless payment and fulfillment options – will all be winning practices in the new year. Not all brands will be prepared to meet consumers expectations.

The term “omnichannel” has been on many retailers’ minds for several years and this year has brought massive changes to the way we shop. The sudden shifts in the industry caused by the pandemic has forced businesses to re-think their strategies, rapidly invest in new technologies, and prioritize their omnichannel efforts and capabilities.

Some trends that were adopted this year are expected to stay for the long term. Social selling through video content is already gaining popularity and has become a major trend this year. In November 2020, Verishop launched a social shopping app, with a feature called “Shop Party” - bringing the best of social media to ecommerce, striving to recreate in real life shopping with friends. Users can upload content, tag products, create and share curated collection boards, explore products and shoppable content, follow people and brands. Users can even see what others are browsing to shop together, invite up to five friends total to their shop party, join a two-way conversation over video or audio chat, and all shop at the same time. 

“At Verishop, we are building a social commerce platform with a mission to change the way people shop. We launched in July 2019 to address two problems: To help users find direct to consumer (DTC) brands, independent brands and traditional retailers for all their lifestyle needs in one place; and to bring the best of social discovery into shopping to create a more fun and inspiring place for brands to tell their stories and for our community to share their ideas.”

According to a Business Wire report, social commerce sales in Asia Pacific reached $2 trillion in 2019, with this figure expected to double by 2024. Social networks around the globe have rapidly shifted strategies to capitalize on this success. Facebook launched Facebook and Instagram Shops during the pandemic, allowing retailers to sell directly through their social accounts. Pinterest, Snapchat, and TikTok launched new ad products and shopping features to promote discovery and commerce within the platforms. Giving consumers the flexibility and ability to check out from their platform of choice adds an element of ease, effectively turning content into commerce.

“With the heavy shift to ecommerce in the height of COVID-19, retailers with a stronger digital presence prior to the outbreak are likely to fare better as consumers lean more into that channel,” says Deepika Chandrasekar, senior research analyst at Euromonitor International. “Concepts like last mile delivery, omnichannel and click-and-collect were accelerated by the pandemic, and are likely to stay afterwards,” added Clare Lee, research analyst at Euromonitor International.

Livestreaming is being incorporated by many brands already, and it has the potential to be one of the fastest growing categories in ecommerce. This technology is the closest many brands and retailers have been able to come to physically connecting with their customers during the pandemic. A recent report by the Interactive Advertising Bureau (IAB) shows that livestream-generated sales are expected to double to $120 billion worldwide in 2021. Consumers want more than just a product; they want to feel a connection to a brand. Brands that engage in new ways with consumers are likely to find useful ways to foster connection, enhance experiences and create opportunities to make a genuine impact in consumers lives.

These last eight months in lockdown have accelerated digital transformation more than the last decade. Consumers have also been taking advantage of omnichannel services this year, like curbside and in-store pickup. A recent report shows that Target’s same-day delivery grew 350 percent during the pandemic. Buy online, pick up in store (BOPIS) grew 700 percent, and 43 percent of the top 500 retailers in the US now offer BOPIS, up from 7 percent last December.

The next generation of shoppers are also embracing buy now pay later (BNPL) models and subscriptions. There is no doubt that companies such as Klarna, Affirm, Afterpay and ReCharge will gain even more popularity in the new year. Consumers want options every step of the way now.

Companies can track omnichannel success and performance with more accuracy by using multi-channel attribution. This helps businesses owners know which channels are impacting conversions and allow marketers to monitor sales success across multiple channels. Businesses that adapt and embrace this technology will gain a more holistic view of their end-to-end customer journeys and lifecycles. 

The biggest takeaway from this year is the massive shift to digital commerce; consumers have embraced online shopping and retailers have responded with speedy rollouts of new technologies, new apps, and new ways to meet consumer demands. Companies need to ensure they stand out and creatively utilize all available platforms to their advantage. Businesses that experiment, innovate, and adapt will be in a stronger position going into the new year.