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Quick answer: An omnichannel customer shops online, in store, and everywhere in between, expecting each step to feel connected and consistent. Meeting their expectations helps you stay competitive because these customers typically spend more, return more often, and reward brands that make their journey smooth.
Shoppers move between online and in-store shopping quickly, and businesses that don’t keep pace risk losing their attention.
In-store shopping is resurging, with 64% of shoppers surveyed planning to shop in-store this holiday season.1 Another 41% plan to shop both online and in-store.1 This new hybrid shopper expects a smooth experience everywhere, whether they’re tapping, clicking, or walking right through your doors.
Customers are moving fast, and the market is racing to meet their expectations. Luckily, there are ways to earn their attention, win their loyalty, and stay ahead.
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A customer stands in a store aisle staring at their phone. They’re not distracted, they’re focused on getting the best product at the best price. In just a few minutes, they can:
41% of shoppers surveyed plan to shop both online and in-store during the holidays, and 74% are more likely to shop with merchants offering cash back or rewards.1 Modern shoppers are hyper-informed and eager to find the best deal.
But it isn’t just about whether the deal is good. Customers want unified experiences that reward them for whatever shopping choice they make.
In addition, the holidays are a financially stressful time. Shoppers want to make big purchases, but they may need flexible options to make their budget work for the season.
This makes payment type availability a critical purchase decision point. Half of consumers surveyed plan to use BNPL as a flexible payment option for holiday shopping.1
If you don’t offer the payment flexibility customers want, they can easily transition to online shopping or ask an AI assistant to find them a retailer with the options they want.
An omnichannel holiday customer moves easily between online and in-store shopping as they hunt for gifts, compare options, and look for the best deals. They expect every step to feel connected, whether they’re checking availability from their phone, picking up in person, or redeeming rewards at checkout.
They just want a unified commerce experience that works the same everywhere, but their holiday shopping tends to be fast, flexible, and spread across multiple channels at once. This raises the bar for how smoothly those channels need to work together.
And these preferences shape how different types of shoppers move through their buying journey. For instance:
Here are some more differences between these shoppers:
Category | Omnichannel customer | Multichannel customer | Hybrid customer |
How they shop | Moves through channels in one connected journey | Uses multiple channels, but each step is separate | Switches channels based on convenience |
Examples | Checks store availability online, picks up in-store, and gets loyalty points automatically | Browses on a website, later buys in-store without the store knowing what they viewed | Compares prices online, then visits the store to see it in person, but the journeys don’t sync |
Experience flow | Every step feels linked: pricing, cart, loyalty, and service all stay consistent | Each channel feels independent, with different processes, offers, or service experiences | Mix of online speed and in-store interaction, but without a full connection between the two |
Use of data and personalization | High personalization because data from all channels is tied together and updated in real time | Minimal personalization because channels don’t share data with each other | Moderate personalization from online activity, but little connection to in-store behavior |
Shopping behavior patterns | Cross-channel and intentional: customers expect continuity and efficiency | Channel-specific: behavior depends on where the purchase happens, not on a shared journey | Situational and flexible: customers pivot based on timing, stock, and convenience |
Impact on merchants | Requires integrated systems, real-time data, and unified payments to keep the journey seamless | Requires maintaining separate channels, each with its own operations and metrics | Requires strong alignment between online and in-store teams, but not full integration |
Here's a quick scenario that shows how retail customer behavior, omnichannel payments, and the omnichannel shopping experience play out across different customer types.
Holiday hybrid shoppers want AI-recommended products to be available everywhere, whether they’re browsing on their phones or walking through the door.
Here’s what they expect from a modern omnichannel shopping experience:
Together, these expectations shape the in-store and online customer experiences, and they raise the bar for every merchant competing for holiday attention.
Omnichannel shoppers are the engines of modern retail. They move through the customer shopping journey with speed, confidence, and higher intent, and merchants who meet them with connected experiences stand to gain the most. This is where smart omnichannel marketing pays off.
Here are some key reasons why you should care about omnichannel holiday customers:
Winning omnichannel holiday customers isn’t about guessing their next move. It’s about understanding why they switch channels, what keeps them loyal, and how to turn their behavior into smarter decisions powered by real omnichannel consumer insights.
Holiday shoppers move between channels for speed, clarity, and control. Some browse online for convenience, then head to the store to confirm quality or grab faster pickup.
Others start in person, compare prices on their phones, and complete the purchase wherever it feels quickest. Follow these patterns, and you’ll know where to meet them and where to improve customer service so nothing slows them down.
Hybrid shoppers expect everything to match, no matter how they shop. That means steady pricing, synced carts, clean inventory updates, and clear promotions online and offline.
When every detail lines up, customers feel like they’re dealing with one brand, not a maze of disconnected experiences. This is the heart of delivering a true omnichannel customer experience.
Every action leaves a clue you can use. Tap into behavioral insights, purchase history, and real-time activity to deliver offers that feel timely and useful. You can also send smart notifications along with rewarding in-store actions and surfacing recommendations that actually matter.
When used well, this kind of personalization is the payoff of strong omnichannel consumer insights. It helps customers feel understood without feeling tracked. And it nudges them toward choices that fit their needs and your goals, too.
Shoppers stick with brands that communicate clearly and treat them like valued customers. Keep them informed through email, text, and chat, and make sure pricing, timing, and policies stay consistent.
Reinforce trust by using secure, well-known payment partners like PayPal with options like Pay Monthly. Clear communication and recognizable payment options help customers feel protected, which helps strengthen long-term loyalty.
Let customers pick the journey. Use QR payment codes, mobile wallets, buy online, pick up in store (BOPIS), buy online, return in store (BORIS), digital receipts, and tools that elevate in-person payments while keeping things simple online.
Give associates digital access to customer info so they can help instantly, whether someone is checking out on their phone or standing at the counter. When you respect how shoppers want to move, you create a smoother, more confident experience from start to finish.
Holiday shoppers want speed, clarity, and flexibility, and PayPal gives you the tools designed to deliver all three.
PayPal gives you one place to accept payments online, in-store, and on the go, so you can deliver a smooth omnichannel customer experience without extra complexity. With features like buy now, pay later (BNPL), PayPal helps reduce friction and lower customer acquisition costs by making first interactions seamless.
Explore how PayPal can power your payments and serve shoppers better.