2024 Global Omnichannel Leadership Report

The 2024 Global Omnichannel Leadership Report is a comprehensive analysis of nearly 700 retail brands across 10 countries, focusing on their omnichannel capabilities. The report utilizes secret shopper research conducted in September and October 2023 to evaluate the online, mobile app, and in-store shopping experiences of these brands. It identifies significant differences between omnichannel leaders and median performers, highlighting that while many retailers are making incremental improvements, there remains a considerable gap in their omnichannel capabilities. The findings reveal that retailers need to enhance their omnichannel features, as the average score for brands was only 43 out of 100. Additionally, the report notes that mobile app commerce is lagging despite its popularity, with many retailers not fully utilizing available solutions. Furthermore, it emphasizes the need for more digital features in physical stores to improve the overall customer experience. The report concludes with key takeaways for retailers to capitalize on opportunities for improvement in their omnichannel strategies.