2023 Omnichannel and Fulfillment Benchmark Report: Retailers’ Toolkits Now Include Media Networks and Marketplaces

This benchmark report outlines the omnichannel trends, challenges and priorities among retail brands across categories.

In 2023, retailers continued to grapple with the multiple challenges involved in creating a seamless omnichannel experience for customers — many of which are related to fulfilling orders when, where and how customers want while still maintaining acceptable profit margins.

But while the problems may be familiar, some of the solutions are new (or at least new-ish) — including the crown jewel of 2023, retail media networks (RMNs). Just over half (51%) of the 112 retailers responding to the 2023 Retail TouchPoints Omnichannel and Fulfillment Benchmark Survey added RMNs to their digital services offerings in 2023.

Another fast-expanding sector, marketplaces are increasingly being integrated into retailers’ omnichannel and fulfillment toolkit. While the biggest benefit of selling via marketplaces was access to a wider customer base, cited by 71% of survey respondents, more than one-third (38%) identified faster, more cost-effective shipping as a positive.

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