Omnichannel Retail and Prime Day Signal 2026 Shift in Consumer Buying

New research shows that by 2026 e‑commerce will represent about 21 % of total global retail sales, while physical stores will still drive product discovery for roughly 60 % of shoppers, slightly ahead of online marketplaces at 57 %. Consumers routinely move between phones, websites, marketplaces and brick‑and‑mortar locations in a single purchase journey. About two‑thirds of shoppers research online before visiting a store, and more than half inspect products in‑store before buying online. Price comparison is growing, with 39 % of shoppers saying they scrutinise prices more carefully and 38 % reducing purchases in at least one category.

Amazon Prime Day 2026 reinforced this trend. The event attracted fewer browsing sessions but achieved higher conversion rates, as shoppers arrived with specific items in mind. Discovery occurred on affiliate sites, TikTok and large‑language‑model platforms, while checkout remained on Amazon. Traffic in the weeks before the sale rose 11 %, indicating a shift from impulse buying to planned, replenishment‑focused purchases.