Ecommerce Trends: How do retailers improve conversion with omnichannel options?

Higher conversion rates and omnichannel fulfillment go hand in hand for Retail Chains that are able to provide them.

The impact shows up year after year in Digital Commerce 360’s annual Omnichannel Report, and the 2026 edition sheds renewed light on which omnichannel options are most popular, as well as how conversion rates vary between retailers with omnichannel options and those that lack them. Over the past five years, some approaches have changed.

For instance, the share of Retail Chains in Digital Commerce 360’s Top 1000 Database offering curbside pickup fell from 53. 9% in 2021 to 24. 9% in 2025.

Nevertheless, the shares of Retail Chains offering buy online, pick up in store (BOPIS) and in-store stock statuses both grew over the same period of time as merchants learned and adapted to shopper preferences throughout the 2020s. So which omnichannel option was associated with the highest conversion rates last year?

The answer has remained steady, dating back to the COVID-19 pandemic and through the recovery years that followed. Importantly, grocers and Mass Merchants that compete against Amazon know that it offers a strategic asset to drive conversion and build loyalty. Which omnichannel option helps drive the highest conversion rates for Retail Chains?

Retail Chains that offered curbside pickup in 2025 enjoyed a conversion rate of 4. 1%, according to Digital Commerce 360 analysis of Top 1000 data. The database tracks annual web sales among the most successful online retailers in North America each year. For comparison, the average conversion rate among Retail Chains in the Top 1000 for the same year was 2.

9%, highlighting more than a full percentage point’s advantage over the status quo. Retailers offering curbside pickup often do so with underlying advantages.

For instance, Walmart, Target, Albertsons and Kroger, which all make curbside pickup options available to their customers, do so with mobile apps and loyalty programs to support them, along with the crucial real estate in their parking lots that makes curbside pickup work at scale.

How omnichannel options changed in 2025 Even though their associated conversion rates are slightly lower than that of curbside pickup, both BOPIS and in-store stock status also show up on the websites of Retail Chains with above-average stats. In the case of BOPIS, conversion rates have also tended to remain above average, even ticking up to 3.

4% among Retail Chains that used it in 2025. That was up from 3. 2% in 2021 and a 2020s low of 2. 9% in 2023. Behind BOPIS, in-store statuses were associated with a 3. 3% average conversion rate in 2025, up from 3. 1% in 2021. In-store stock status also maintains a relatively sticky range of adoption rates in recent years, showing up at 64.

9% of Top 1000 Retail Chains in 2025 after a peak of 65. 5% in 2024. After all, retailers are much more likely to make a sale if a shopper knows that the item they want is there to be bought. Editor’s note: Subscribe to our retail newsletter to make sure you see each weekly edition of Ecommerce Trends. Do you rank in our databases?

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