By now, you probably understand just how important a smooth, hassle-free customer experience is. It’s not just about selling great products anymore — shoppers care just as much about how they buy as they do about what they buy. According to Salesforce, 81% of customers expect faster service as technology improves, and 73% want more personalized experiences.
And we all know who’s set the bar: game-changers like Amazon and Uber. If you’ve read The Convenience Revolution by Shep Hyken, you’ll recognize how these companies have raised expectations across the board. Today’s customers expect easy, intuitive, and fast experiences, wherever they shop.
But what does a frictionless experience actually do for online brands?
Well, for one, it meets the needs of modern consumers — especially millennials and Gen Z — who crave speed, simplicity, and convenience. They want to find what they need, buy it, and move on. And they want to do that across any device or channel.
So what’s getting in the way?
Let’s break down a few common roadblocks that keep eCommerce brands from delivering seamless shopping experiences:
1. Understanding What Customers Actually Want
Recent studies highlight the evolving shopping behaviors of consumers. According to a 2024 report by eMarketer, nearly three-quarters (72%) of consumers research products online before purchasing them in-store.
That tells us something: consumers are blending their online and offline experiences, and brands need to meet them wherever they are. That means playing to the strengths of each channel while keeping the message and experience consistent.
Take Sephora, for example. The brand uses augmented reality to let shoppers try on products from their phones — just like they would in a physical store. That’s a seamless extension of the shopping journey. Other brands make it easy to research online and buy in-store, creating one continuous experience instead of two separate ones.
2. Creating a Consistent Shopping Experience Everywhere
As Gillian Stein of Henry’s puts it: “One of our biggest challenges has been to create an online experience that is equivalent to what we have in our stores.”
And she’s not alone. While eCommerce is growing, about 85% of retail sales still happen in physical stores. That’s why it’s crucial for brands to sync their online and offline channels.
Click-and-collect (or BOPIS – buy online, pick up in-store) has become a shopper favorite. It also opens up new opportunities — when customers visit a store to pick up their order, many end up buying more. The key is knowing your customer well enough to offer them something that adds real value.
Millennials, in particular, are open to letting their phones track their location if it leads to better, more tailored experiences. Programs like Facebook’s Store Visits help retailers target nearby shoppers with relevant ads and store info.
3. Keeping Up With Evolving Customer Behavior
With so many touchpoints in the shopping journey, consumers are constantly switching between channels. That makes it even more important for brands to adapt quickly — and gather insights at every step.
Thierry Hay-Sabourin of Best Buy said it best: “We don’t see any customer as in-store or online. They’re just the customer.”
That mindset is critical. Even grocery shoppers often decide where to buy long before stepping foot in a store. Retailers that recognize this can engage customers earlier — and more effectively.
Online-first brands can also use customer analytics to stay ahead. Starbucks, for instance, uses data to fine-tune its in-store experience and drive innovation. Understanding the customer journey fuels smarter business decisions.
4. Unifying All Customer Touchpoints
According to Gartner (2024), 74% of customer service journeys involve multiple channels, yet only 14% are fully resolved through self-service, showing that most customers still need to switch channels to get help. Additionally, businesses that implement strong omnichannel engagement strategies retain 89% of their customers on average, compared to just 33% for companies with weak strategies. These figures highlight the ongoing need for unified customer engagement across all platforms.
Matt Moorut, Principal Analyst at Gartner, stressed the need for brands to enable channel switching without disrupting the customer journey. That’s the essence of a true omnichannel experience.
U.K.-based brand Oasis is a great example of getting this right. They’ve created a unified shopping experience across various channels, offering flexible fulfillment options and easy returns — all while keeping the customer at the center.
Final Thoughts
With so many ways to shop, customers now expect a seamless and consistent experience across every channel. Whether online or in-store, brands that unify their customer experience stand a much better chance of building loyalty and staying competitive.
At Ignitiv, we help brands move from eCommerce to unified commerce — bridging the gaps to deliver a truly exceptional customer experience. Ready to transform how your customers shop? Let’s talk.
