2024 Global Omnichannel Leadership Report

The 2024 Global Omnichannel Leadership Report is a comprehensive assessment of nearly 700 retail brands across 10 countries, focusing on their omnichannel capabilities. The report highlights the rapid evolution of retail, emphasizing the necessity for brands to adapt to changing consumer expectations for seamless shopping experiences across online, mobile, and physical channels. It details the methodology used in the research, including secret shopper evaluations conducted in September and October 2023, which aimed to determine the omnichannel competence of various brands. Key findings reveal that while some retailers are making progress, many still lag behind in fully utilizing available omnichannel solutions. The report identifies significant opportunities for improvement in customer experience, particularly in mobile app commerce and in-store digital features. It also presents a comparative view of omnichannel capabilities among global retailers, indicating a need for enhanced features and services to meet consumer demands effectively.