The state of omnichannel in fashion and beauty: Understanding unified e-commerce strategies in 2024

6 months ago 21

This State of the Industry report, sponsored by BigCommerce, explores how fashion and beauty brands use unified e-commerce strategies to engage consumers across all channels and touchpoints.

Customers, especially in fashion and beauty, increasingly expect seamless, connected, consistent shopping experiences across all channels and touchpoints.

As brands chase these outcomes, omnichannel sales and marketing strategies play three primary roles for fashion and beauty brand respondents in our survey: building a loyal and trusting customer base (84%), making messaging across all channels consistent (76%) and integrating multiple sales channels in frictionless ways (72%).

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