The 2018 State of Omnichannel Retail Report

The 2018 State of Omnichannel Retail Report

Our first report focuses on one of the most important factors in modern retail: the omnichannel experience.

1 min

In the first SHIFT report − the biggest of its kind − we focus our sights on one of the most important factors in modern retail: the omnichannel experience.

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We explore which aspects of omnichannel are considered to be the most important by British consumers, and we examine the correlation between the awareness of certain services and the demand for them. Our findings are then compared with the service levels offered by the top 100 omnichannel retailers.

SHIFT also spoke to consumers who never purchased goods online. Here, we discovered why they only shopped offline, and what − if anything − would convince them to change their ways. The report also looks at what level this group continued to interact with retailers online, despite never making their final purchase using an ecommerce platform.

Through our research, we also discovered:

  • Which demographic is leading consumer demand
  • The service levels offered by the top 10, 50 and 100 retailers in the UK, and how the average costs change across these performance groups
  • What can be learnt from these trends to predict future behaviour.

To download the free State of Omnichannel Retail 2018 Report and see our findings, analysis and conclusions, simply fill in our form and we'll send a digital copy your way. Alternatively, drop us a line to get hold of a free print copy courtesy of our team.

We’d also love to hear your feedback on the report, and respond to any questions you may have, particularly regarding your own efforts to create a true omnichannel experience for your customers. Simply send us an email to

By The Numbers


demand store stock check

Over two-thirds named specific store stock check as "important" or "extremely important"

41 hours

Average ready time for C&C orders

Figure based on the leading 100 UK retailers


of offline shoppers want fraud guarantees

to convince them to try shopping online

What you can expect from this report

Omnichannel demand

Omnichannel demand

We take an in-depth look into the factors that consumers believe are critical to a consistent and enjoyable shopping experience, placing a firm focus on the demand for an omnichannel approach.
Service importance

Service importance

The State of Omnichannel Report looks into a range of core delivery and collection services to establish which are the most important to the modern customer - and what is expected as standard.
Open methodology

Open methodology

Our commitment to open and transparent methodology means you'll get the clearest insight into our data.