The Evolution of Omnichannel Retail in 2025

mnichannel retail is no longer just about integrating online and offline channels, it’s about creating a seamless, personalized, and engaging experience across every touchpoint. The boundaries between physical and digital retail channels have blurred, creating a shopping experience where consumers can interact with brands whenever, wherever, and however they choose.

As customers increasingly demand convenience and personalization, retailers have had to pivot to meet these needs. In 2025, retailers will continue to implement innovative solutions to create frictionless and unified shopping experiences that enhance customer satisfaction while streamlining operations.

Here’s a look at where omnichannel retail is headed this year.

Physical stores have shifted from being transactional spaces to experiential hubs. Brick-and-mortar locations are increasingly focusing on creating memorable and immersive experiences. For example, stores host workshops, product demos, and brand events to engage customers. Many stores double as fulfillment hubs for online orders, ensuring faster deliveries for local customers. Stores also offer fulfillment options including curbside pickup and buy online pickup in-store services for greater convenience. Rather than competing with eCommerce, physical stores complement it, becoming an integral part of the omnichannel strategy.

Ace Hardware is launching a new experiential store model called Elevate Ace. The home improvement retailer plans to invest over $1 billion to add the concept to its new and existing stores over the next five years. Key changes include adding store-in-store brand showrooms; new product assortments; a flagship store model featuring an outdoor space with a live goods display; and enhanced customer service. To further enhance the in-store experience, frontline associates have been trained to serve as brand advocates that can help walk customers through a purchasing decision whether they want to shop by brand or by features.

Social media platforms have become critical touchpoints in the omnichannel retail experience. Features like live shopping events, shoppable posts, and in-app purchases create new opportunities for engagement and sales. Customers can complete their purchases directly on platforms like Instagram, TikTok, and Pinterest without being redirected to external websites. Shopping through social media will become an even more integral part of the customer journey in the future, seamlessly blending entertainment, community, and shopping in one experience.

Brands will continue to use social media platforms to reach customers as social media use continues to grow. Nearly 60% of Americans use social media multiple times a day, while 82% use social media at least once a day, according to a new survey from Upwind. US social commerce sales rose 26% in 2024 to $71.62 billion, according to eMarketer forecasts. Growth will continue with social commerce sales expected to reach $85.58 billion this year, surpassing $100 billion for the first time in 2026, according to eMarketer.

Behind every great omnichannel strategy is a robust and agile supply chain. Supply chains are becoming smarter, faster, and more customer-centric than ever. A well-integrated supply chain ensures businesses can meet the high expectations of today’s omnichannel customers. Last-mile delivery innovations including autonomous vehicles and drones have reduced delivery times. Delivery management solutions enable retailers to track, monitor, and manage delivery operations more effectively, providing greater visibility, flexibility, and delivery reliability.

GreyOrange recently announced the deployment of its gStore platform across PetSmart retail stores in the U.S. The rollout of the retail SaaS store execution platform will help the retailer enhance its location management, inventory management, digital fulfillment and store operations for improved efficiency across its nearly 1,700 stores. The platform enables the PetSmart team to streamline digital fulfillment operations and inventory handling, as well as integration with order management systems. The platform has also reduced the time needed to execute online orders from PetSmart stores.

As the omnichannel retail landscape continues to grow, retailers that embrace innovation and prioritize customer experiences will thrive. As technology continues to evolve, the customer journey will become more integrated, more cohesive, and more responsive to individual preferences, redefining how businesses connect with their customers.

For more information about how our delivery management solution can help you manage your delivery operations more efficiently, please contact info@bringoz.com.