# Multichannel Marketing Statistics 2026: Channels, Replies, Online vs Store and Mail

Updated 2026-10-28. Checked by StatisticsGlobal editorial team. Salesforce State of Marketing 2026, McKinsey B2B Pulse 2024 and 2026, Gartner buyer and service surveys, Bazaarvoice, Lob, JICMAIL, Omnisend, US Census Bureau and ONS retail statistics.
Canonical: https://statisticsglobal.org/multichannel-marketing-statistics/

Companies marketed across an average of 10 channels in 2025, according to Salesforce's survey of 4,450 marketers. B2B buyers also used 10 channels in 2024, double the five of 2016, McKinsey found. Demand for joined-up journeys is high: 88% of shoppers wanted a seamless experience across channels in 2024. Execution lags. 83% of marketers say customers want two-way conversations, but only 55% frequently reply by email or SMS. Online is growing but stores still dominate: e-commerce was 17.1% of US retail sales in Q2 2026.

## Key statistics

- Companies marketed across an average of 10 channels in 2025, according to Salesforce's survey of 4,450 marketers.
- B2B customers used an average of 10 interaction channels in their buying journey in 2024, up from five in 2016, according to McKinsey & Company.
- 88% of shoppers wanted a seamless shopping experience across channels in 2024, according to Bazaarvoice.
- Marketers trailed their own view of customer demand by 28 points in 2025: 83% saw demand for two-way conversations but 55% frequently replied, calculated by StatisticsGlobal from Salesforce data.
- E-commerce accounted for 17.1% of US retail sales in Q2 2026, according to the US Census Bureau.

## Multichannel marketing statistics

Multichannel marketing means reaching people through several channels, such as email, SMS, web, social, stores and mail. The best free data on how many channels are in play comes from Salesforce for marketers and McKinsey for B2B buyers.

Ten is the number both sides of the market now report. Salesforce found companies marketing across an average of 10 channels in its late 2025 survey. McKinsey found B2B buyers using 10 interaction channels in 2024 and again in 2026. In 2016 the figure was five, so channels per journey grew about 9% a year before levelling off.

Gartner counts differently. Its 2025 buyers used an average of seven information sources in a recent purchase. Sources are not the same as channels, so the two numbers do not conflict. Both point to buyers who move between many touchpoints before they decide.

Buyers expect those touchpoints to join up. In 2024, 88% of shoppers in Bazaarvoice's seven-country survey wanted a seamless experience across channels. More than half of McKinsey's B2B decision makers wanted a true omnichannel experience. The 36% McKinsey calls seekers are the least forgiving. 65% of them said they were likely to switch suppliers after a poor experience across channels.

- Companies marketed across an average of 10 channels in 2025, according to Salesforce's survey of 4,450 marketers. Source: Salesforce, State of Marketing Report: Tenth Edition (February 2026, accessed 28 October 2026) https://www.salesforce.com/marketing/resources/state-of-marketing-report/
- B2B customers used an average of 10 interaction channels in their buying journey in 2024, up from five in 2016, according to McKinsey & Company. Source: McKinsey & Company, Five fundamental truths: How B2B winners keep growing (12 September 2024, accessed 28 October 2026) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/five-fundamental-truths-how-b2b-winners-keep-growing
- B2B buyers used an average of 10 channels across the purchasing journey in 2026, according to McKinsey & Company. Source: McKinsey & Company, The surprising economics of B2B growth: The new survival threshold and what it takes to thrive (28 May 2026, accessed 28 October 2026) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-surprising-economics-of-b2b-growth-the-new-survival-threshold-and-what-it-takes-to-thrive
- Channels per B2B buying journey grew about 9% a year between 2016 and 2024, from five to 10, calculated by StatisticsGlobal from McKinsey & Company data. Source: McKinsey & Company, Five fundamental truths: How B2B winners keep growing (12 September 2024, accessed 28 October 2026) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/five-fundamental-truths-how-b2b-winners-keep-growing
- Channels per B2B buying journey were unchanged at 10 between 2024 and 2026, after doubling from five in 2016, calculated by StatisticsGlobal from McKinsey & Company data. Source: McKinsey & Company, The surprising economics of B2B growth: The new survival threshold and what it takes to thrive (28 May 2026, accessed 28 October 2026) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-surprising-economics-of-b2b-growth-the-new-survival-threshold-and-what-it-takes-to-thrive
- B2B buyers used an average of seven information sources during a recent purchase in 2025, according to Gartner. Source: Gartner, Gartner Survey Finds 69% of B2B Buyers Turn to Sales Reps to Validate AI-Generated Insights (20 May 2026, accessed 28 October 2026) https://www.gartner.com/en/newsroom/press-releases/2026-05-20-gartner-survey-finds-sixty-nine-percent-of-b-two-b-buyers-turn-to-sales-reps-to-validate-ai-generated-insights
- 88% of shoppers wanted a seamless shopping experience across channels in 2024, according to Bazaarvoice. Source: Bazaarvoice, Bazaarvoice Shopper Experience Index Vol. 18: 88% of shoppers want an omnichannel experience, a third of shoppers say that includes social (19 November 2024, accessed 28 October 2026) https://www.bazaarvoice.com/press/bazaarvoice-shopper-experience-index-vol-18-88-of-shoppers-want-an-omnichannel-experience-a-third-of-shoppers-say-that-includes-social/
- More than half of B2B decision makers wanted a true omnichannel experience in 2024, according to McKinsey & Company. Source: McKinsey & Company, Five fundamental truths: How B2B winners keep growing (12 September 2024, accessed 28 October 2026) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/five-fundamental-truths-how-b2b-winners-keep-growing
- 36% of B2B decision makers were "seekers" who demand a seamless omnichannel experience in 2024, according to McKinsey & Company. Source: McKinsey & Company, Five fundamental truths: How B2B winners keep growing (12 September 2024, accessed 28 October 2026) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/five-fundamental-truths-how-b2b-winners-keep-growing
- 65% of B2B omnichannel "seekers" said in 2024 they were likely to switch suppliers if they ran into hiccups, according to McKinsey & Company. Source: McKinsey & Company, Five fundamental truths: How B2B winners keep growing (12 September 2024, accessed 28 October 2026) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/five-fundamental-truths-how-b2b-winners-keep-growing

Table: How many channels marketers and buyers use, by source

| Measure | Value | Year | Source |
|---|---|---|---|
| Channels companies market across (average) | 10 | 2025 | Salesforce |
| Channels in the B2B buying journey (average) | 5 | 2016 | McKinsey & Company |
| Channels in the B2B buying journey (average) | 10 | 2024 | McKinsey & Company |
| Channels in the B2B buying journey (average) | 10 | 2026 | McKinsey & Company |
| Information sources in a recent B2B purchase (average) | 7 | 2025 | Gartner |
| Shoppers wanting a seamless experience across channels | 88% | 2024 | Bazaarvoice |
| B2B buyers wanting a true omnichannel experience | More than half | 2024 | McKinsey & Company |

Sources: Salesforce State of Marketing (tenth edition), McKinsey & Company, Gartner, Bazaarvoice.

## Two-way messaging and channel data statistics

More channels mean more places where customers reply, ask and complain. Marketers say they see the demand. Fewer can keep up, and many lack the data to join channels together.

The biggest gap in the Salesforce data is between listening and replying. 83% of marketers agreed customers want two-way conversations. Only 55% frequently reply to customers by email or SMS, a 28-point gap. 69% admit they struggle to respond promptly. High performers were 1.5 times more likely to reply often.

Data is the usual reason. The average marketing team draws on at least seven data sources. Only 26% were completely satisfied with how they connect touchpoints, though 71% were satisfied to some degree. Full access to service, sales and commerce data ranged from 58% down to 51%. Teams that had unified their data were 42% more likely to respond regularly.

Many journeys also start outside a brand's own channels. Gartner found 51% of customer service journeys began on third-party platforms such as search engines in 2025, and 74% for Gen Z. Only 22% of customers stayed in a company's own channels from start to finish.

Platform data shows what adding channels is worth. Omnisend merchants using email, SMS and push earned $79 per $1 spent in 2025, against $76 for email alone. That is about 3.9% more, and it is not a controlled test. SMS volume on Omnisend grew 40% in 2025. See our [SMS marketing statistics](https://statisticsglobal.org/sms-marketing-statistics/) for channel benchmarks.

- 83% of marketers agreed in 2025 that customers increasingly want two-way conversations, according to Salesforce. Source: Salesforce, State of Marketing Report: Tenth Edition (February 2026, accessed 28 October 2026) https://www.salesforce.com/marketing/resources/state-of-marketing-report/
- 69% of marketers admitted in 2025 that they struggle to respond promptly to customer and prospect inquiries, according to Salesforce. Source: Salesforce, State of Marketing Report: Tenth Edition (February 2026, accessed 28 October 2026) https://www.salesforce.com/marketing/resources/state-of-marketing-report/
- Only 55% of marketers said in 2025 that they frequently reply to customer responses via email and SMS, according to Salesforce. Source: Salesforce, State of Marketing Report: Tenth Edition (February 2026, accessed 28 October 2026) https://www.salesforce.com/marketing/resources/state-of-marketing-report/
- Marketers trailed their own view of customer demand by 28 points in 2025: 83% saw demand for two-way conversations but 55% frequently replied, calculated by StatisticsGlobal from Salesforce data. Source: Salesforce, State of Marketing Report: Tenth Edition (February 2026, accessed 28 October 2026) https://www.salesforce.com/marketing/resources/state-of-marketing-report/
- High-performing marketing teams were 1.5 times more likely to frequently reply to customers via email and text in 2025, according to Salesforce. Source: Salesforce, State of Marketing Report: Tenth Edition (February 2026, accessed 28 October 2026) https://www.salesforce.com/marketing/resources/state-of-marketing-report/
- 81% of marketers said in 2025 that they trust AI to respond to customer inquiries, according to Salesforce. Source: Salesforce, State of Marketing Report: Tenth Edition (February 2026, accessed 28 October 2026) https://www.salesforce.com/marketing/resources/state-of-marketing-report/
- Marketing teams that had satisfactorily unified their data were 42% more likely to regularly respond to customers in 2025, according to Salesforce. Source: Salesforce, 75% of Marketers Have Adopted AI Yet Still Use It To Send One-Way, Generic Campaigns (19 February 2026, accessed 28 October 2026) https://www.salesforce.com/news/stories/state-of-marketing-2026/
- The average marketing organisation used at least seven data sources in 2025, according to Salesforce. Source: Salesforce, State of Marketing Report: Tenth Edition (February 2026, accessed 28 October 2026) https://www.salesforce.com/marketing/resources/state-of-marketing-report/
- 71% of marketers were satisfied with their ability to connect customer touchpoints in 2025, according to Salesforce. Source: Salesforce, State of Marketing Report: Tenth Edition (February 2026, accessed 28 October 2026) https://www.salesforce.com/marketing/resources/state-of-marketing-report/
- Only 26% of marketers were completely satisfied with their ability to connect customer touchpoints in 2025, according to Salesforce. Source: Salesforce, State of Marketing Report: Tenth Edition (February 2026, accessed 28 October 2026) https://www.salesforce.com/marketing/resources/state-of-marketing-report/
- 45% of marketers were satisfied but not completely satisfied with how they connect customer touchpoints in 2025, calculated by StatisticsGlobal from Salesforce data. Source: Salesforce, State of Marketing Report: Tenth Edition (February 2026, accessed 28 October 2026) https://www.salesforce.com/marketing/resources/state-of-marketing-report/
- 75% of marketers using AI were satisfied with their ability to connect touchpoints in 2025, against 60% of those without AI, according to Salesforce. Source: Salesforce, 75% of Marketers Have Adopted AI Yet Still Use It To Send One-Way, Generic Campaigns (19 February 2026, accessed 28 October 2026) https://www.salesforce.com/news/stories/state-of-marketing-2026/
- Marketers using AI were 15 points more likely to be satisfied with connecting touchpoints in 2025, 75% against 60%, calculated by StatisticsGlobal from Salesforce data. Source: Salesforce, 75% of Marketers Have Adopted AI Yet Still Use It To Send One-Way, Generic Campaigns (19 February 2026, accessed 28 October 2026) https://www.salesforce.com/news/stories/state-of-marketing-2026/
- Only 58% of marketing teams had full access to customer service data in 2025, according to Salesforce. Source: Salesforce, State of Marketing Report: Tenth Edition (February 2026, accessed 28 October 2026) https://www.salesforce.com/marketing/resources/state-of-marketing-report/
- Only 56% of marketing teams had full access to sales data in 2025, according to Salesforce. Source: Salesforce, State of Marketing Report: Tenth Edition (February 2026, accessed 28 October 2026) https://www.salesforce.com/marketing/resources/state-of-marketing-report/
- Only 51% of marketing teams had full access to commerce data in 2025, according to Salesforce. Source: Salesforce, State of Marketing Report: Tenth Edition (February 2026, accessed 28 October 2026) https://www.salesforce.com/marketing/resources/state-of-marketing-report/
- Marketing teams were 7 points less likely to have full access to commerce data than service data in 2025, 51% against 58%, calculated by StatisticsGlobal from Salesforce data. Source: Salesforce, State of Marketing Report: Tenth Edition (February 2026, accessed 28 October 2026) https://www.salesforce.com/marketing/resources/state-of-marketing-report/
- 51% of customer service journeys began on third-party platforms such as search engines in 2025, according to Gartner. Source: Gartner, Gartner Survey Finds More Than Half of Customer Service Journeys Now Start on Third-Party Platforms (23 July 2025, accessed 28 October 2026) https://www.gartner.com/en/newsroom/press-releases/2025-07-23-gartner-survey-finds-more-than-half-of-customer-service-journeys-now-start-on-third-party-platforms
- 74% of Gen Z customers started their service journey on a third-party platform before reaching a company channel in 2025, according to Gartner. Source: Gartner, Gartner Survey Finds More Than Half of Customer Service Journeys Now Start on Third-Party Platforms (23 July 2025, accessed 28 October 2026) https://www.gartner.com/en/newsroom/press-releases/2025-07-23-gartner-survey-finds-more-than-half-of-customer-service-journeys-now-start-on-third-party-platforms
- Gen Z customers were 23 points more likely than all customers to start service journeys on third-party platforms in 2025, 74% against 51%, calculated by StatisticsGlobal from Gartner data. Source: Gartner, Gartner Survey Finds More Than Half of Customer Service Journeys Now Start on Third-Party Platforms (23 July 2025, accessed 28 October 2026) https://www.gartner.com/en/newsroom/press-releases/2025-07-23-gartner-survey-finds-more-than-half-of-customer-service-journeys-now-start-on-third-party-platforms
- Only 22% of customers started, stayed in and resolved service issues entirely in first-party company channels in 2025, according to Gartner. Source: Gartner, Gartner Survey Finds More Than Half of Customer Service Journeys Now Start on Third-Party Platforms (23 July 2025, accessed 28 October 2026) https://www.gartner.com/en/newsroom/press-releases/2025-07-23-gartner-survey-finds-more-than-half-of-customer-service-journeys-now-start-on-third-party-platforms
- Omnisend merchants using email, SMS and push earned $79 per $1 spent in 2025, against $76 for email only, according to Omnisend. Source: Omnisend, 2026 Ecommerce Marketing Report (2026, accessed 28 October 2026) https://www.omnisend.com/resources/reports/2026-ecommerce-marketing-report/
- Omnisend merchants using email, SMS and push earned about 3.9% more per $1 spent than email alone in 2025, $79 against $76, calculated by StatisticsGlobal from Omnisend data. Source: Omnisend, 2026 Ecommerce Marketing Report (2026, accessed 28 October 2026) https://www.omnisend.com/resources/reports/2026-ecommerce-marketing-report/
- SMS message volume on Omnisend grew 40% in 2025, after 31% growth in 2024, according to Omnisend. Source: Omnisend, 2026 Ecommerce Marketing Report (2026, accessed 28 October 2026) https://www.omnisend.com/resources/reports/2026-ecommerce-marketing-report/
- Push notification volume on Omnisend grew 11% in 2025, according to Omnisend. Source: Omnisend, 2026 Ecommerce Marketing Report (2026, accessed 28 October 2026) https://www.omnisend.com/resources/reports/2026-ecommerce-marketing-report/
- Automated emails were 2% of email sends but 30% of email-driven revenue for Omnisend brands in 2025, according to Omnisend. Source: Omnisend, 2026 Ecommerce Marketing Report (2026, accessed 28 October 2026) https://www.omnisend.com/resources/reports/2026-ecommerce-marketing-report/
- Automated emails drove 15 times their share of sends in revenue for Omnisend brands in 2025, 30% of revenue from 2% of sends, calculated by StatisticsGlobal from Omnisend data. Source: Omnisend, 2026 Ecommerce Marketing Report (2026, accessed 28 October 2026) https://www.omnisend.com/resources/reports/2026-ecommerce-marketing-report/

Table: Share of marketing teams with full access to data from other departments, 2025

| Data type | Full access |
|---|---|
| Customer service data | 58% |
| Sales data | 56% |
| Commerce data | 51% |
| Completely satisfied with connecting touchpoints | 26% |

Source: Salesforce State of Marketing, tenth edition.

## B2B multichannel buying statistics

B2B buying now splits across in-person, remote and digital channels. McKinsey's rule of thirds still holds, but digital takes a growing share of revenue and of large orders.

McKinsey finds B2B buyers split their interactions roughly evenly between in-person, remote and digital channels. In 2024, about a third hoped for in-person contact and a third wanted remote contact. 71% of B2B companies offered e-commerce in both 2024 and 2026, and roughly a third of revenue now flows through digital channels.

Buyers are more willing to spend big online. 73% of McKinsey's 2026 respondents were comfortable ordering more than $50,000 online, up 14 points from 59% in 2022. In-person revenue fell five points in 2024.

Gartner's data shows the same pull toward digital, with a twist. 67% of B2B buyers preferred a rep-free experience in 2025 and 70% preferred a fully digital, self-service purchase. Yet 69% wanted to check AI-generated insights with a sales rep. Buyers want fewer forced conversations, not none. For wider seller data, see our [sales statistics](https://statisticsglobal.org/sales-statistics/).

- About one-third of B2B customers hoped for in-person interactions and one-third wanted remote communications in 2024, according to McKinsey & Company. Source: McKinsey & Company, Five fundamental truths: How B2B winners keep growing (12 September 2024, accessed 28 October 2026) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/five-fundamental-truths-how-b2b-winners-keep-growing
- 71% of B2B companies offered some form of e-commerce in 2024, according to McKinsey & Company. Source: McKinsey & Company, Five fundamental truths: How B2B winners keep growing (12 September 2024, accessed 28 October 2026) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/five-fundamental-truths-how-b2b-winners-keep-growing
- 71% of B2B companies offered e-commerce in 2026, according to McKinsey & Company. Source: McKinsey & Company, The surprising economics of B2B growth: The new survival threshold and what it takes to thrive (28 May 2026, accessed 28 October 2026) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-surprising-economics-of-b2b-growth-the-new-survival-threshold-and-what-it-takes-to-thrive
- Roughly one-third of B2B company revenue flowed through digital channels in 2026, according to McKinsey & Company. Source: McKinsey & Company, The surprising economics of B2B growth: The new survival threshold and what it takes to thrive (28 May 2026, accessed 28 October 2026) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-surprising-economics-of-b2b-growth-the-new-survival-threshold-and-what-it-takes-to-thrive
- B2B in-person revenue dropped five percentage points year on year in 2024, according to McKinsey & Company. Source: McKinsey & Company, Five fundamental truths: How B2B winners keep growing (12 September 2024, accessed 28 October 2026) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/five-fundamental-truths-how-b2b-winners-keep-growing
- 73% of B2B decision makers were comfortable placing orders of more than $50,000 online in 2026, up from 59% in 2022, according to McKinsey & Company. Source: McKinsey & Company, The surprising economics of B2B growth: The new survival threshold and what it takes to thrive (28 May 2026, accessed 28 October 2026) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-surprising-economics-of-b2b-growth-the-new-survival-threshold-and-what-it-takes-to-thrive
- The share of B2B decision makers comfortable ordering more than $50,000 online rose 14 points between 2022 and 2026, calculated by StatisticsGlobal from McKinsey & Company data. Source: McKinsey & Company, The surprising economics of B2B growth: The new survival threshold and what it takes to thrive (28 May 2026, accessed 28 October 2026) https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-surprising-economics-of-b2b-growth-the-new-survival-threshold-and-what-it-takes-to-thrive
- 67% of B2B buyers said they preferred a rep-free buying experience in 2025, according to Gartner. Source: Gartner, Gartner Sales Survey Finds 67% of B2B Buyers Prefer a Rep-Free Experience (9 March 2026, accessed 28 October 2026) https://www.gartner.com/en/newsroom/press-releases/2026-03-09-gartner-sales-survey-finds-67-percent-of-b2b-buyers-prefer-a-rep-free-experience
- 70% of B2B buyers preferred a completely digital, self-service buying experience in 2025, according to Gartner. Source: Gartner, Gartner Survey Finds 69% of B2B Buyers Turn to Sales Reps to Validate AI-Generated Insights (20 May 2026, accessed 28 October 2026) https://www.gartner.com/en/newsroom/press-releases/2026-05-20-gartner-survey-finds-sixty-nine-percent-of-b-two-b-buyers-turn-to-sales-reps-to-validate-ai-generated-insights
- 69% of B2B buyers preferred to validate AI-generated insights with sales reps in 2025, according to Gartner. Source: Gartner, Gartner Survey Finds 69% of B2B Buyers Turn to Sales Reps to Validate AI-Generated Insights (20 May 2026, accessed 28 October 2026) https://www.gartner.com/en/newsroom/press-releases/2026-05-20-gartner-survey-finds-sixty-nine-percent-of-b-two-b-buyers-turn-to-sales-reps-to-validate-ai-generated-insights
- 45% of B2B buyers said they used AI during a recent purchase in 2025, according to Gartner. Source: Gartner, Gartner Sales Survey Finds 67% of B2B Buyers Prefer a Rep-Free Experience (9 March 2026, accessed 28 October 2026) https://www.gartner.com/en/newsroom/press-releases/2026-03-09-gartner-sales-survey-finds-67-percent-of-b2b-buyers-prefer-a-rep-free-experience

Table: B2B buying channel measures, by source

| Measure | Value | Year | Source |
|---|---|---|---|
| B2B companies offering e-commerce | 71% | 2026 | McKinsey & Company |
| Share of B2B revenue through digital channels | Roughly one-third | 2026 | McKinsey & Company |
| Change in in-person revenue | -5 points | 2024 | McKinsey & Company |
| Prefer a rep-free experience | 67% | 2025 | Gartner |
| Prefer a fully digital, self-service purchase | 70% | 2025 | Gartner |
| Prefer to validate AI insights with a rep | 69% | 2025 | Gartner |
| Used AI during a recent purchase | 45% | 2025 | Gartner |

Sources: McKinsey & Company B2B Pulse 2024 and 2026, Gartner buyer surveys of 646 and 645 B2B buyers, August to September 2025.

## Online and in-store shopping statistics

For retail, multichannel mostly means web and store working together. Official statistics show how much of retail is online. Surveys show how shoppers move between the two.

Stores still take most retail spending. E-commerce was 17.1% of US retail sales in Q2 2026, so 82.9% happened outside e-commerce. The online share rose 0.8 points in a year, and e-commerce sales grew 12.2%. In Great Britain the online share was 28.8% in September 2026. That is 11.7 points higher, though the US total includes car dealers and the periods differ.

Shoppers mix the two. In Bazaarvoice's 2024 survey, four in five preferred a blend of store and online shopping. Three-quarters researched online before buying in store, and 59% did the reverse. Online-to-offline was 16 points more common than showrooming.

Social media is becoming a shopping channel of its own. 39% used it to discover products and 31% bought through it in 2024. The share who never shopped on social fell from 55% in 2021 to 24%. For how shoppers respond to tailored offers across these channels, see our [personalisation statistics](https://statisticsglobal.org/personalization-statistics/).

- E-commerce accounted for 17.1% of US retail sales in Q2 2026, according to the US Census Bureau. Source: US Census Bureau, Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (18 August 2026, accessed 28 October 2026) https://www2.census.gov/retail/releases/historical/ecomm/26q2.pdf
- US retail e-commerce sales were $340.2 billion in Q2 2026, seasonally adjusted, according to the US Census Bureau. Source: US Census Bureau, Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (18 August 2026, accessed 28 October 2026) https://www2.census.gov/retail/releases/historical/ecomm/26q2.pdf
- US retail e-commerce sales grew 12.2% between Q2 2025 and Q2 2026, according to the US Census Bureau. Source: US Census Bureau, Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (18 August 2026, accessed 28 October 2026) https://www2.census.gov/retail/releases/historical/ecomm/26q2.pdf
- US retail e-commerce sales rose 3.8% from Q1 to Q2 2026, while total retail sales rose 2.9%, according to the US Census Bureau. Source: US Census Bureau, Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (18 August 2026, accessed 28 October 2026) https://www2.census.gov/retail/releases/historical/ecomm/26q2.pdf
- US e-commerce sales grew 0.9 points faster than total retail sales from Q1 to Q2 2026, 3.8% against 2.9%, calculated by StatisticsGlobal from US Census Bureau data. Source: US Census Bureau, Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (18 August 2026, accessed 28 October 2026) https://www2.census.gov/retail/releases/historical/ecomm/26q2.pdf
- The e-commerce share of US retail sales rose 0.8 points in a year, from 16.3% in Q2 2025 to 17.1% in Q2 2026, calculated by StatisticsGlobal from US Census Bureau data. Source: US Census Bureau, Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (18 August 2026, accessed 28 October 2026) https://www2.census.gov/retail/releases/historical/ecomm/26q2.pdf
- Sales outside e-commerce made up 82.9% of US retail sales in Q2 2026, calculated by StatisticsGlobal from US Census Bureau data. Source: US Census Bureau, Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (18 August 2026, accessed 28 October 2026) https://www2.census.gov/retail/releases/historical/ecomm/26q2.pdf
- Online sales made up 28.8% of retail sales in Great Britain in September 2026, according to the Office for National Statistics. Source: Office for National Statistics, Retail sales, Great Britain: September 2026 (23 October 2026, accessed 28 October 2026) https://www.ons.gov.uk/businessindustryandtrade/retailindustry/bulletins/retailsales/september2026
- Online retail sales values in Great Britain were 6.8% higher in September 2026 than a year earlier, according to the Office for National Statistics. Source: Office for National Statistics, Retail sales, Great Britain: September 2026 (23 October 2026, accessed 28 October 2026) https://www.ons.gov.uk/businessindustryandtrade/retailindustry/bulletins/retailsales/september2026
- The online share of retail sales was 11.7 points higher in Great Britain than in the US in 2026, 28.8% against 17.1%, calculated by StatisticsGlobal from ONS and US Census Bureau data. Source: Office for National Statistics, Retail sales, Great Britain: September 2026 (23 October 2026, accessed 28 October 2026) https://www.ons.gov.uk/businessindustryandtrade/retailindustry/bulletins/retailsales/september2026
- Four in five shoppers preferred a blend of in-store and online shopping in 2024, according to Bazaarvoice. Source: Bazaarvoice, Bazaarvoice Shopper Experience Index Vol. 18: 88% of shoppers want an omnichannel experience, a third of shoppers say that includes social (19 November 2024, accessed 28 October 2026) https://www.bazaarvoice.com/press/bazaarvoice-shopper-experience-index-vol-18-88-of-shoppers-want-an-omnichannel-experience-a-third-of-shoppers-say-that-includes-social/
- Three-quarters of consumers engaged in online-to-offline shopping, researching online before buying in store, in 2024, according to Bazaarvoice. Source: Bazaarvoice, Bazaarvoice Shopper Experience Index Vol. 18: 88% of shoppers want an omnichannel experience, a third of shoppers say that includes social (19 November 2024, accessed 28 October 2026) https://www.bazaarvoice.com/press/bazaarvoice-shopper-experience-index-vol-18-88-of-shoppers-want-an-omnichannel-experience-a-third-of-shoppers-say-that-includes-social/
- 59% of consumers showroomed in 2024, browsing in store and then buying online, according to Bazaarvoice. Source: Bazaarvoice, Bazaarvoice Shopper Experience Index Vol. 18: 88% of shoppers want an omnichannel experience, a third of shoppers say that includes social (19 November 2024, accessed 28 October 2026) https://www.bazaarvoice.com/press/bazaarvoice-shopper-experience-index-vol-18-88-of-shoppers-want-an-omnichannel-experience-a-third-of-shoppers-say-that-includes-social/
- Online-to-offline shopping was 16 points more common than showrooming in 2024, 75% against 59%, calculated by StatisticsGlobal from Bazaarvoice data. Source: Bazaarvoice, Bazaarvoice Shopper Experience Index Vol. 18: 88% of shoppers want an omnichannel experience, a third of shoppers say that includes social (19 November 2024, accessed 28 October 2026) https://www.bazaarvoice.com/press/bazaarvoice-shopper-experience-index-vol-18-88-of-shoppers-want-an-omnichannel-experience-a-third-of-shoppers-say-that-includes-social/
- 39% of consumers used social media for product discovery and research in 2024, according to Bazaarvoice. Source: Bazaarvoice, Bazaarvoice Shopper Experience Index Vol. 18: 88% of shoppers want an omnichannel experience, a third of shoppers say that includes social (19 November 2024, accessed 28 October 2026) https://www.bazaarvoice.com/press/bazaarvoice-shopper-experience-index-vol-18-88-of-shoppers-want-an-omnichannel-experience-a-third-of-shoppers-say-that-includes-social/
- 31% of consumers bought directly through social media platforms in 2024, according to Bazaarvoice. Source: Bazaarvoice, Bazaarvoice Shopper Experience Index Vol. 18: 88% of shoppers want an omnichannel experience, a third of shoppers say that includes social (19 November 2024, accessed 28 October 2026) https://www.bazaarvoice.com/press/bazaarvoice-shopper-experience-index-vol-18-88-of-shoppers-want-an-omnichannel-experience-a-third-of-shoppers-say-that-includes-social/
- Only 24% of consumers said they never shopped on social media in 2024, down from 55% in 2021, according to Bazaarvoice. Source: Bazaarvoice, Bazaarvoice Shopper Experience Index Vol. 18: 88% of shoppers want an omnichannel experience, a third of shoppers say that includes social (19 November 2024, accessed 28 October 2026) https://www.bazaarvoice.com/press/bazaarvoice-shopper-experience-index-vol-18-88-of-shoppers-want-an-omnichannel-experience-a-third-of-shoppers-say-that-includes-social/
- The share of consumers who never shopped on social media fell 31 points between 2021 and 2024, from 55% to 24%, calculated by StatisticsGlobal from Bazaarvoice data. Source: Bazaarvoice, Bazaarvoice Shopper Experience Index Vol. 18: 88% of shoppers want an omnichannel experience, a third of shoppers say that includes social (19 November 2024, accessed 28 October 2026) https://www.bazaarvoice.com/press/bazaarvoice-shopper-experience-index-vol-18-88-of-shoppers-want-an-omnichannel-experience-a-third-of-shoppers-say-that-includes-social/

Table: How shoppers move between online and in-store channels, seven countries, 2024

| Behaviour | Share of shoppers |
|---|---|
| Want a seamless experience across channels | 88% |
| Prefer a blend of in-store and online | 80% |
| Research online, then buy in store | 75% |
| Browse in store, then buy online | 59% |
| Use social media for product discovery | 39% |
| Buy directly through social media | 31% |
| Never shop on social media | 24% |

Source: Bazaarvoice Shopper Experience Index Vol. 18, survey of 8,000+ consumers in the US, UK, Germany, France, India, Australia and Canada, September 2024.

## Offline-to-online channel effects of direct mail

Mail is the clearest test of whether an offline channel drives online action. UK panel data from JICMAIL measures what people do after mail arrives. Lob surveys the firms that send it.

Mail sends people online more often than it used to. 9.5% of UK mail items prompted a website visit in Q2 2026, up from 7.3% two years earlier, a rise of about 30%. QR codes help. Door drops with one were 87% more likely than average to prompt a visit, and direct mail 60% more likely.

Mail also sends people to shops. 41% of mail-driven purchases happened in store in Q2 2026, up 7 points on a year earlier. In Q2 2025, about half were online and 34% in store, which leaves roughly 16% through other routes.

Senders believe in the mix more than they act on it. 94% of Lob's 2026 leaders said mail works better alongside other channels. In 2025 only 46% used mail for retargeting or triggered campaigns, and 55% found it hard to connect mail to digital tracking. In 2026 only 22% tracked QR codes. For mail response rates and costs, see our [direct mail marketing statistics](https://statisticsglobal.org/direct-mail-marketing-statistics/).

- 9.5% of UK mail items prompted a website visit in Q2 2026, up from 9.2% a year earlier, according to JICMAIL. Source: JICMAIL, Q2 2026 Results: Political parties and supermarkets provide a boost to mail engagement and effectiveness (September 2026, accessed 28 October 2026) https://www.jicmail.org.uk/insights/quarterly-releases/q2-2026-results-political-parties-and-supermarkets-provide-a-boost-to-mail-engagement-and-effectiveness/
- 7.3% of UK mail items prompted a website visit in Q2 2024, according to JICMAIL. Source: JICMAIL, Q2 2025 Results: Mail interaction rates and digital effectiveness reach a five-year high (2025, accessed 28 October 2026) https://www.jicmail.org.uk/insights/quarterly-releases/q2-2025-results-mail-interaction-rates-and-digital-effectiveness-reach-a-five-year-high/
- The share of UK mail prompting a website visit rose about 30% in two years, from 7.3% in Q2 2024 to 9.5% in Q2 2026, calculated by StatisticsGlobal from JICMAIL data. Source: JICMAIL, Q2 2026 Results: Political parties and supermarkets provide a boost to mail engagement and effectiveness (September 2026, accessed 28 October 2026) https://www.jicmail.org.uk/insights/quarterly-releases/q2-2026-results-political-parties-and-supermarkets-provide-a-boost-to-mail-engagement-and-effectiveness/
- 6% of UK mail items prompted a purchase in Q2 2026, up from 5% a year earlier, according to JICMAIL. Source: JICMAIL, Q2 2026 Results: Political parties and supermarkets provide a boost to mail engagement and effectiveness (September 2026, accessed 28 October 2026) https://www.jicmail.org.uk/insights/quarterly-releases/q2-2026-results-political-parties-and-supermarkets-provide-a-boost-to-mail-engagement-and-effectiveness/
- 41% of UK mail-driven purchases were made in store in Q2 2026, up from 34% a year earlier, according to JICMAIL. Source: JICMAIL, Q2 2026 Results: Political parties and supermarkets provide a boost to mail engagement and effectiveness (September 2026, accessed 28 October 2026) https://www.jicmail.org.uk/insights/quarterly-releases/q2-2026-results-political-parties-and-supermarkets-provide-a-boost-to-mail-engagement-and-effectiveness/
- The in-store share of UK mail-driven purchases rose 7 points year on year to 41% in Q2 2026, calculated by StatisticsGlobal from JICMAIL data. Source: JICMAIL, Q2 2026 Results: Political parties and supermarkets provide a boost to mail engagement and effectiveness (September 2026, accessed 28 October 2026) https://www.jicmail.org.uk/insights/quarterly-releases/q2-2026-results-political-parties-and-supermarkets-provide-a-boost-to-mail-engagement-and-effectiveness/
- Half of UK mail-driven purchases were transacted online in Q2 2025, according to JICMAIL. Source: JICMAIL, Q2 2025 Results: Mail interaction rates and digital effectiveness reach a five-year high (2025, accessed 28 October 2026) https://www.jicmail.org.uk/insights/quarterly-releases/q2-2025-results-mail-interaction-rates-and-digital-effectiveness-reach-a-five-year-high/
- About 16% of UK mail-driven purchases in Q2 2025 were made neither online nor in store, calculated by StatisticsGlobal from JICMAIL data. Source: JICMAIL, Q2 2026 Results: Political parties and supermarkets provide a boost to mail engagement and effectiveness (September 2026, accessed 28 October 2026) https://www.jicmail.org.uk/insights/quarterly-releases/q2-2026-results-political-parties-and-supermarkets-provide-a-boost-to-mail-engagement-and-effectiveness/
- 5.9% of UK mail items prompted consumers to look up their account details in Q2 2025, according to JICMAIL. Source: JICMAIL, Q2 2025 Results: Mail interaction rates and digital effectiveness reach a five-year high (2025, accessed 28 October 2026) https://www.jicmail.org.uk/insights/quarterly-releases/q2-2025-results-mail-interaction-rates-and-digital-effectiveness-reach-a-five-year-high/
- UK door drops with a QR code were 87% more likely than the average mail item to prompt a website visit in Q2 2026, according to JICMAIL. Source: JICMAIL, Q2 2026 Results: Political parties and supermarkets provide a boost to mail engagement and effectiveness (September 2026, accessed 28 October 2026) https://www.jicmail.org.uk/insights/quarterly-releases/q2-2026-results-political-parties-and-supermarkets-provide-a-boost-to-mail-engagement-and-effectiveness/
- UK direct mail with a QR code was 60% more likely than the average mail item to prompt a website visit in Q2 2026, according to JICMAIL. Source: JICMAIL, Q2 2026 Results: Political parties and supermarkets provide a boost to mail engagement and effectiveness (September 2026, accessed 28 October 2026) https://www.jicmail.org.uk/insights/quarterly-releases/q2-2026-results-political-parties-and-supermarkets-provide-a-boost-to-mail-engagement-and-effectiveness/
- 86% of North American marketing executives agreed in 2025 that direct mail performs best when integrated with other channels, according to Lob. Source: Lob, State of Direct Mail 2025 (2025, accessed 28 October 2026) https://www.lob.com/state-of-direct-mail/2025-report
- 94% of North American direct mail leaders said in 2026 that mail delivers stronger results when integrated with other channels, according to Lob. Source: Lob, State of Direct Mail: Business Insights 2026 (2026 (key takeaways post dated 17 February 2026), accessed 28 October 2026) https://www.lob.com/state-of-direct-mail/2026-report
- The share of North American mail leaders saying mail works best alongside other channels rose 8 points between Lob surveys, from 86% in 2025 to 94% in 2026, calculated by StatisticsGlobal. Source: Lob, State of Direct Mail: Business Insights 2026 (2026 (key takeaways post dated 17 February 2026), accessed 28 October 2026) https://www.lob.com/state-of-direct-mail/2026-report
- 94% of North American direct mail leaders said in 2026 that mail enhances engagement and conversions in digital channels, according to Lob. Source: Lob, State of Direct Mail: Business Insights 2026 (2026 (key takeaways post dated 17 February 2026), accessed 28 October 2026) https://www.lob.com/state-of-direct-mail/2026-report
- Only 46% of large North American direct mail users used mail for retargeting or trigger-based campaigns in 2025, according to Lob. Source: Lob, State of Direct Mail 2025 (2025, accessed 28 October 2026) https://www.lob.com/state-of-direct-mail/2025-report
- North American firms' belief in integrated mail outran use of mail for retargeting by 40 points in 2025, 86% against 46%, calculated by StatisticsGlobal from Lob data. Source: Lob, State of Direct Mail 2025 (2025, accessed 28 October 2026) https://www.lob.com/state-of-direct-mail/2025-report
- 55% of large North American direct mail users found mail particularly difficult to integrate with digital tracking tools in 2025, according to Lob. Source: Lob, State of Direct Mail 2025 (2025, accessed 28 October 2026) https://www.lob.com/state-of-direct-mail/2025-report
- Only 22% of North American direct mail leaders tracked QR codes in 2026, according to Lob. Source: Lob, State of Direct Mail: Business Insights 2026 (2026 (key takeaways post dated 17 February 2026), accessed 28 October 2026) https://www.lob.com/state-of-direct-mail/2026-report
- Just 31% of North American direct mail leaders captured in-store redemptions in 2026, according to Lob. Source: Lob, State of Direct Mail: Business Insights 2026 (2026 (key takeaways post dated 17 February 2026), accessed 28 October 2026) https://www.lob.com/state-of-direct-mail/2026-report
- High-ROI direct mail teams were more than three times as likely as others to integrate analytics in 2026, 54% against 17%, according to Lob. Source: Lob, State of Direct Mail: Business Insights 2026 (2026 (key takeaways post dated 17 February 2026), accessed 28 October 2026) https://www.lob.com/state-of-direct-mail/2026-report

Table: Direct mail integration and tracking among large North American senders, Lob surveys

| Measure | Value | Year |
|---|---|---|
| Mail performs best integrated with other channels | 86% | 2025 |
| Mail delivers stronger results when integrated | 94% | 2026 |
| Mail enhances engagement in digital channels | 94% | 2026 |
| Use mail for retargeting or triggered campaigns | 46% | 2025 |
| Find mail hard to connect to digital tracking | 55% | 2025 |
| Track QR codes | 22% | 2026 |
| Capture in-store redemptions | 31% | 2026 |

Source: Lob State of Direct Mail 2025 (405 professionals, with Comperemedia) and 2026 (250 leaders, with Kelsey White Research Consulting).

## How the multichannel sources measure things

There is no official measure of multichannel marketing. Most figures here are surveys run or paid for by software vendors. The retail and mail figures are the only ones that measure behaviour.

Salesforce surveyed 4,450 marketing professionals in 26 countries from 8 October to 17 November 2025 and published the results in February 2026. We date its figures 2025, when the survey ran. Salesforce sells marketing software that joins up these channels.

McKinsey's B2B Pulse surveys nearly 4,000 B2B decision makers in 13 countries each wave. Its channel count is an average of channels used in the buying journey, not channels a supplier offers. Gartner counts information sources, which is a different question. Gartner's buyer surveys had 646 and 645 respondents, so their margins are wider.

Bazaarvoice and Lob both sell into the channels they survey. We use only the free press release for Bazaarvoice's 2024 index. Lob's 2025 and 2026 samples differ in size and make-up, so compare their figures with care. Omnisend's figures come from its own platform and its return figure is an internal analysis.

The US Census Bureau and ONS are official sources. US figures are quarterly and include motor vehicle dealers and fuel stations. ONS figures are monthly and cover Great Britain only. JICMAIL is an industry body that measures mail through a diary panel of 1,100 UK households. Many multichannel figures repeated online trace back to studies from 2023 or earlier; we left those out.


## Frequently asked questions

### How many channels do marketers use?

Companies marketed across an average of 10 channels in 2025, according to Salesforce's survey of 4,450 marketers in 26 countries. B2B buyers also used an average of 10 channels in their buying journey in 2024 and 2026, McKinsey found.

### How has the number of channels changed over time?

McKinsey found B2B buyers used five channels in 2016 and 10 in 2024, about 9% growth a year. The count held at 10 in its 2026 survey, so growth has levelled off.

### Why do customers expect omnichannel experiences?

They already move between channels. In 2024, 75% of shoppers researched online before buying in store and 59% did the reverse, according to Bazaarvoice. 88% wanted those channels to feel seamless.

### What share of retail sales is online, by country?

E-commerce was 17.1% of US retail sales in Q2 2026, according to the US Census Bureau. In Great Britain, online sales were 28.8% of retail in September 2026, according to the ONS. Definitions differ between the two.

### Does direct mail drive online activity?

Yes, in UK panel data. 9.5% of mail items prompted a website visit in Q2 2026, up from 7.3% in Q2 2024, according to JICMAIL. Mail with a QR code was 60% to 87% more likely to prompt a visit.

### What is the biggest multichannel challenge for marketers?

Keeping up with replies and joining up data. In 2025, 69% of marketers struggled to respond promptly and only 26% were completely satisfied with how they connect touchpoints, according to Salesforce.

## Sources

1. Salesforce, State of Marketing Report: Tenth Edition, February 2026, accessed 28 October 2026. https://www.salesforce.com/marketing/resources/state-of-marketing-report/
2. McKinsey & Company, Five fundamental truths: How B2B winners keep growing, 12 September 2024, accessed 28 October 2026. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/five-fundamental-truths-how-b2b-winners-keep-growing
3. Bazaarvoice, Bazaarvoice Shopper Experience Index Vol. 18: 88% of shoppers want an omnichannel experience, a third of shoppers say that includes social, 19 November 2024, accessed 28 October 2026. https://www.bazaarvoice.com/press/bazaarvoice-shopper-experience-index-vol-18-88-of-shoppers-want-an-omnichannel-experience-a-third-of-shoppers-say-that-includes-social/
4. US Census Bureau, Quarterly Retail E-Commerce Sales, 2nd Quarter 2026, 18 August 2026, accessed 28 October 2026. https://www2.census.gov/retail/releases/historical/ecomm/26q2.pdf
5. McKinsey & Company, The surprising economics of B2B growth: The new survival threshold and what it takes to thrive, 28 May 2026, accessed 28 October 2026. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-surprising-economics-of-b2b-growth-the-new-survival-threshold-and-what-it-takes-to-thrive
6. Gartner, Gartner Survey Finds 69% of B2B Buyers Turn to Sales Reps to Validate AI-Generated Insights, 20 May 2026, accessed 28 October 2026. https://www.gartner.com/en/newsroom/press-releases/2026-05-20-gartner-survey-finds-sixty-nine-percent-of-b-two-b-buyers-turn-to-sales-reps-to-validate-ai-generated-insights
7. Salesforce, 75% of Marketers Have Adopted AI Yet Still Use It To Send One-Way, Generic Campaigns, 19 February 2026, accessed 28 October 2026. https://www.salesforce.com/news/stories/state-of-marketing-2026/
8. Gartner, Gartner Survey Finds More Than Half of Customer Service Journeys Now Start on Third-Party Platforms, 23 July 2025, accessed 28 October 2026. https://www.gartner.com/en/newsroom/press-releases/2025-07-23-gartner-survey-finds-more-than-half-of-customer-service-journeys-now-start-on-third-party-platforms
9. Omnisend, 2026 Ecommerce Marketing Report, 2026, accessed 28 October 2026. https://www.omnisend.com/resources/reports/2026-ecommerce-marketing-report/
10. Gartner, Gartner Sales Survey Finds 67% of B2B Buyers Prefer a Rep-Free Experience, 9 March 2026, accessed 28 October 2026. https://www.gartner.com/en/newsroom/press-releases/2026-03-09-gartner-sales-survey-finds-67-percent-of-b2b-buyers-prefer-a-rep-free-experience
11. Office for National Statistics, Retail sales, Great Britain: September 2026, 23 October 2026, accessed 28 October 2026. https://www.ons.gov.uk/businessindustryandtrade/retailindustry/bulletins/retailsales/september2026
12. JICMAIL, Q2 2026 Results: Political parties and supermarkets provide a boost to mail engagement and effectiveness, September 2026, accessed 28 October 2026. https://www.jicmail.org.uk/insights/quarterly-releases/q2-2026-results-political-parties-and-supermarkets-provide-a-boost-to-mail-engagement-and-effectiveness/
13. JICMAIL, Q2 2025 Results: Mail interaction rates and digital effectiveness reach a five-year high, 2025, accessed 28 October 2026. https://www.jicmail.org.uk/insights/quarterly-releases/q2-2025-results-mail-interaction-rates-and-digital-effectiveness-reach-a-five-year-high/
14. Lob, State of Direct Mail 2025, 2025, accessed 28 October 2026. https://www.lob.com/state-of-direct-mail/2025-report
15. Lob, State of Direct Mail: Business Insights 2026, 2026 (key takeaways post dated 17 February 2026), accessed 28 October 2026. https://www.lob.com/state-of-direct-mail/2026-report