B
Evidence Grade B
Graded
under review
Safe to Cite
Current
73%
73% -- share of consumers using multiple channels during shopping journey for Consumers (omnichannel shopping) (2026)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
73%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Harvard Business Review
Primary
Tier C
https://promomktreport.com.br/en/blog/merchandising-omnichannel-marketing/ ↗
Source Article
The Role of Merchandising in Omnichannel Marketing | PMR
Omnichannel merchandising is no longer a competitive advantage: it is a baseline expectation. Consumers move smoothly between a brand's Instagram page, its e-commerce platform and the physical store shelf, often within the same purchasing journey. A brand that executes differently across these touch…
Original Research
Harvard Business Review
· Original study ↗
Methodology
Cited by the article as Harvard Business Review research; original methodology not stated
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Consumers (omnichannel shopping): 73% share of consumers using multiple channels during shopping journey. Source: Harvard Business Review (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumers-multichannel-shopping-journey-hbr
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<blockquote cite="https://lighthousedata.io/data/consumers-multichannel-shopping-journey-hbr" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>73%</strong> -- share of consumers using multiple channels during shopping journey for Consumers (omnichannel shopping)<br><small>Source: Harvard Business Review (2026) · <a href="https://lighthousedata.io/data/consumers-multichannel-shopping-journey-hbr" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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