Adyen study shows the value of omnichannel shoppers for retailers


This article is brought to you by Retail Technology Review: Adyen study shows the value of omnichannel shoppers for retailers.

New data released by Adyen, the payments platform of choice for many leading companies, highlights the value of unified commerce to retailers. Its report The Unified Commerce Indexanalyses data across its global payments platform, which processed €159 billion in transactions in 2018.

Providing a seamless omnichannel experience represents a significant opportunity for retailers to grow their market share. The data shows that omnichannel shoppers, who regularly buy from a retailer both online and instore spend 15 percent more per purchase, than those who shop just on one channel. 

The report also shows that providing a positive omnichannel experience boosts loyalty as those that shop with retailers both online and offline spend twice as often as single channel shoppers.

Globally, the impact of omnichannel retail is even higher, with those who shop across multiple channels spending 30 percent more per purchase.

According to Adyen’s data, four in five single channel purchases globally are made in-store, with 20 percent completed online. However, for omnichannel shopping, 60 percent of purchases are made in-store. 

Myles Dawson, UK Managing Director of Adyen comments: “Debate continues to rage on about whether online shopping is killing retail – but actually it’s a symbiotic relationship. Those retailers that create the seamless link between the online and offline channels will prosper. 

“What matters most is creating an experience that gives your customers the opportunity to choose. The data shows that if you do, your customers will spend more, and make purchases more often. Online channels will help drive footfall to physical stores and vice versa.” 

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