The Fulfillment Shift: How Shopper Behavior is Reshaping Omnichannel

To understand how omnichannel behavior is evolving, we analyzed a full year of shopper activity across channels. What we uncovered isn’t a change in shoppers themselves, but a fundamental shift in how they choose to shop and fulfill their purchases.

Insights are based on Liquid Data Go® Receipt Panel and Survey data, Total US Omnichannel, 52 weeks ending 03/22/26 vs. year ago.

Here’s a preview of the trends shaping CPG retail and omnichannel performance:

1.     Delivery Is Driving the Fastest Growth

E-commerce delivery is rapidly gaining share in both trips and spend, raising the bar on convenience and reshaping fulfillment expectations.

2.     Store Still Dominates – But Is Evolving

Brick-and-mortar remains the backbone of retail, accounting for the majority of activity, yet subtle declines reveal shifting shopper priorities.

3.     Pickup Holds Steady in the Mix

Pickup continues to play a stable, strategic role – anchoring flexibility within the omnichannel ecosystem.

The bigger story behind the shift

Beneath these headline trends, deeper forces are accelerating change. Specific high-growth categories are fueling the rise of delivery, while omnichannel shoppers continue to drive the vast majority of sales, engaging more frequently and across more touchpoints than single-channel buyers. At the same time, e-commerce-first shoppers rapidly increase their spend, signaling lasting behavioral change. As these dynamics intensify, winning requires aligning every fulfillment option to the shopper’s mission in the moment.

Download the infographic to uncover the full dynamics shaping omnichannel growth, and what they mean for your business.