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In 2025, retailers must prioritize data-driven measurement, seamless online-to-store experiences, and programmatic out-of-home (OOH) advertising. Seeking heightened measurement has nearly half of marketers emphasizing attribution, making actionable insights crucial. Meanwhile, bridging digital and physical shopping and leveraging real-time OOH campaigns can help retailers stay competitive. Here are three areas retailers should prioritize in 2025, according to industry experts.

颁补苍补诲补鈥檚 click-and-collect buyer growth tops our rankings among the countries we forecast. It鈥檚 a key option for consumers in Canada who prefer speedier order fulfillment and want to avoid home-delivery costs.

Digital grocery sales are growing again across Western Europe as inflation forces higher spending, click and collect gains momentum, and mobile loyalty schemes come to the fore. 鈥�

In addition, the three retailers have beefed up their buy online, pick up in-store (BOPIS) and curbside services for on-the-go shoppers鈥攁 smart move considering BOPIS orders will double the weekend before Christmas, representing nearly 40% of all online orders, per a Salesforce prediction. Mobile shopping will also play a big part in last-minute shopping.

More consumers will favor delivery over click and collect. With free delivery for a flat monthly fee, memberships like Walmart+ are making delivery more accessible and affordable for digital grocery customers. Uber and DoorDash will be the fastest-growing digital grocery companies in 2025.

UK Click-and-Collect Sales. UK Retail Ecommerce Sales, by Product Category.

More importantly, click-and-collect shoppers are increasingly likely to make add-on purchases when they pick up their orders. Over two-thirds of click and-collect buyers polled in August 2024 reported making an additional purchase either at the register or by shopping in the store. That鈥檚 up from 52.7% a year earlier, per surveys by Bizrate Intelligence for 蘑菇AV.

Retailers need to offer both delivery and click-and-collect, as nearly half of digital grocery buyers use both services. Section 4: How can retailers respond? Retailers should focus on three key areas. Improve product selection and quality. Optimize mobile app and loyalty experience. Expand fulfillment services.

Click and collect is also outpacing the wider market as retailers expand availability amid strong demand. Health, personal care, and beauty is the fastest-growing ecommerce category. Overall sales in the category are surging as people continue to prioritize self-care.

There also may be an influx of click-and-collect buyers seeking to avoid delivery fees. 63% of US digital shoppers have used in-store pickup for online orders to avoid shipping fees, according to April 2024 data from Ryder System. There will be 152.9 million click-and-collect buyers in the US in 2025, up 1.4% YoY, per our forecast. What does it mean for retailers?

Retailers can improve the click-and-collect experience by adding more communication tools like text message notifications and GPS integration. Apart from driving sales, digital grocery also boosts customer loyalty.

As shoppers continue to embrace a mix of online and physical shopping, omnichannel retailers that reduce friction through services such as click and collect and returns in-store will continue to have the edge. Competition for share of wallet is intensifying.

Key stat: Over 3 in 10 shoppers research online, but buy in-store, per 蘑菇AV and impact.com. Attribution is particularly difficult for these omnichannel buys, since it can be unclear to advertisers where consumers discovered and learned more about products.

Click and collect is gaining momentum. Over two-thirds (69%) of UK shoppers are using click and collect, with 24.9% using it to get items quicker and 28.9% to save money on home delivery charges, per a March 2024 survey by Research Without Barriers and Clix Technologies. By 2027, we predict nearly 20% of all ecommerce orders will be fulfilled via click and collect.

Nearly three-quarters of US consumers buy holiday gifts in person, per Bryj, and 35% use click-and-collect services, which often result in additional in-store purchases. In our June 2024 consumer survey conducted by Bizrate Insights, 59.3% of click-and-collect buyers reported making another purchase when they picked up their orders. Holiday ecommerce will grow at the fastest rate since 2021.

It includes vertical-specific software like real-time kitchen reporting, appointment scheduling, and click-and-collect capabilities. Clover also added more financing solutions like cash discounting, cash advances, and same-day transfers to help small businesses with their cash flow needs. Why it matters: Clover faces steep competition.

Click and collect has matured as an ecommerce channel, but growth will slow as pandemic concerns alleviate.