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The digital landscape is inescapable
Illustration of two hands holding a phone highlighting statistics that read “Each day, the average adult makes up to 35,000 decisions, uses 10 apps, and scrolls the equivalent of 300 feet of social media content.”
A Bird’s-Eye View of the Digital Scene
The digital landscape isn’t slowing down anytime soon… it permeates all aspects of commerce and requires constant innovation amid rising expectations. Seamless shopping experiences are only the start of what today’s shoppers demand—looking forward, the next phase of commerce will include things like:
- global marketplaces & ecosystems
- faster results (on-demand)
- unified data & commerce
- new digital advertising strategy
Digital shopping will also begin to focus on more key factors such as:
- AI and automation
- RaaS (retail as a service)
- speed to market/real-time
- GenAI and voice to support search and other functionality
- opportunity for challenger brands¹
A line chart displaying How Shoppers Bought From Retailers (among shoppers who purchased at retailers, average across all retailers). The chart compares in-store and online shopping from 2022 to 2024. In-store shopping remained the most popular at 62% in 2024, but online is continually closing the gap, currently at 49% in 2024.
Retail sales growth will accelerate over the next five years, where online will outpace brick-and-mortar growth across most channels. Total online grocery sales will grow and gain share of total grocery through 2028, supported by evolving fulfillment, becoming faster and more integrated. While preference for in-store remains across total retail, the split between in-store and online shopping is narrowing.
As online growth continues to skyrocket, businesses need to focus on where they can meet the opportunity and integrate technology for success.
Understand the everyday consumer and trending tech
RETAIL DIGITAL OPPORTUNITY & SHOPPER INSIGHTS
Achieve success by understanding today’s consumers and their shopping preferences
Balancing the needs of shoppers with business goals is vital as the demand for omni-channel optimization grows to maintain a consistent online presence. To effectively reach new audiences, it’s essential to cater to shopper behavior and preferences as you develop your strategies.
RETAIL TECHNOLOGY & TRENDS
Create an optimized digital presence that looks to the future
The retail playbook is constantly being rewritten as new solutions move from trial to mainstream. Now that the shopper journey has evolved from a funnel to a loop, it’s vital to create seamless shopping experiences to stay competitive. Retailers that infuse automation and artificial intelligence will have the largest competitive advantage. Everything from an autonomous store to AI assisting in custom retail experiences, affordable tech solutions for in-store and online are just a click away.
looking forward
The digital marketplace is constantly evolving with new tools and technology, and more retailer adoption. Learn more from your Coca‑Cola Representative today about the toolkits and insights available to get ahead of the game.
Source: 1) Kantar. 2) Forbes. 3) Kantar ShopperScape, Feb 2022-Aug 2024
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