Omnichannel e-commerce retailers achieve the highest conversion rates

What is omnichannel? Omnichannel is defined as "a seamless, easy, high-quality customer experience within and between contact channels." Back to the e-commerce market, it is the combination of online and offline, allowing consumers to shop easily in any scenario (mobile phone, website, in-store, etc.) and the platform to deliver goods with maximum efficiency.

It is understood that in 2021, the conversion rates of major e-commerce platforms failed to continue to rise as expected. Data shows that the conversion rates ( purchases /visits) of top online retailers have hardly changed in 2021. Among the 14 product categories tracked by Digital Commerce 360, sporting goods retailers are the only group whose median conversion rate has increased by more than 0.2 percentage points compared to 2020.

As in 2020, retailers that offer omnichannel services continue to have higher conversion rates than those that do not. Among omnichannel retailers, those that offer curbside pickup services have the highest conversion rates.

Among Digital Commerce 360’s top 1,000 retailers, those offering curbside pickup had a median conversion rate of 3.4% in 2021. That’s comparable to their conversion rate in 2020 and up one percentage point from 2019.

The same pattern holds true for the Digital Commerce 360 ​​Top 2000, which includes the Top 1000 and Digital Commerce 360 ​​Next 1000 rankings of midsize e-retailers. Top 2000 retailers that offer curbside pickup had a median conversion rate of 3.1% in 2021 , unchanged from 2020.

Usability and convenience drive conversions more than anything else .

In a January 2022 Digital Commerce 360 ​​and Bizrate Insights survey of 1,108 online shoppers, 66% mentioned product availability as the top factor that makes shoppers more likely to buy.

The second-most important conversion factor, according to 60%, is being close to a store where they can pick up their order.

Coming in third at 54% was “When will my order be ready for pickup?”

To satisfy convenience-conscious shoppers, retailers have been quick to add options that allow them to pick up their orders. Most retailers plan to increase investments in several areas in 2022 to improve conversion rates and overall performance. The top three choices are e-commerce platforms ( 75%), website design (69.6%), and digital marketing (66.1%).

High conversion rate

Omnichannel Services