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Seizing the seamless opportunity

Advancing next-generation omnichannel capabilities aligned to customer journeys


Many retailers are making big strides in advancing seamless commerce strategies and capabilities, as they seek to differentiate and become the future leaders of retail. The mandate was clear: meet customers where they are and provide seamless digital experiences. Read all the finding from this joint research paper with the National Retail Federation to hear more about how retailers are shaping their seamless strategies to stay connected to their customers.


E-commerce: Driving the future of retail

Despite two years of relatively flat growth in retail, e-commerce has returned to a steady pace of growth after achieving record highs during the pandemic. Even as consumers returned to physical stores, digital sales have grown at a faster rate than brick-and-mortar in-store sales over the last three years.

Younger generations lead the charge

During the pandemic, e-commerce experienced widespread adoption across generations—from Gen Z (44 percent) to Millennials (39 percent) to Gen X (39 percent), and Baby Boomers (35 percent). However, online spending per card increased at twice the rate for Millennials as it did for older generations. Similarly, Millennials and Gen Z are twice as likely as Baby Boomers to be expected to dedicate a greater share of their spend to online shopping over the next three years.

Benefitting from cross-channel shoppers

Retailers benefit from providing good online experiences as consumers who buy online are important to retail success across the enterprise. Cross-shoppers (those who shop both online and in-store in a specific category) generated a greater percentage of in-store sales in 2022 than in 2019.


Chart 1

Notes: (a) In-store retail sales are defined as total retail sales (excluding motor vehicles and parts, gas stations), seasonally adjusted, less non-store retail sales, seasonally adjusted

Source: US Census Monthly Retail Trade Report

Chart 2

Note(s): (a) KPMG conducted surveys of a representative sample of 2,003 consumers across the United States and, in all instances, asked, “What is your age?”; “BEFORE the Covid pandemic in 2020, did you make a greater or lesser share of purchases in [Category] online (for example, through an app or website)?”, “Three years from now (in 2026), how do you anticipate the share of your [Category] purchases made online to change?”; (b) Aggregation represents the sum of completions for each category. Respondents were eligible to provide data on up to 2 categories if qualified; due to sampling and assignment this may not reflect representative sample of US population

Source(s): KPMG Consumer Survey, fielded August 2023

Chart 3

Note(s): (a) Total sales data excludes spend identified as “All” channel instead of either “B&M” or “Online”; (b) sales excluded from all analyses as sales cannot be attributed to specific category and it is an online only retailer; (c) 2019 is the top bar of each cluster and 2022 is the bottom bar.

Source(s): Affinity Solutions Credit Card Data – 5-Year Constant Panel

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