How Technology, Omnichannel Strategies, and Social Media Are Transforming Retail

The retail landscape is undergoing a monumental transformation, driven by rapid advancements in technology and shifting consumer expectations. At the center of this change lies the integration of omnichannel strategies and the explosive influence of social media in driving sales. To stay relevant and thrive, retailers must embrace these shifts and deliver seamless, personalized and engaging shopping experiences.
The New Age of Omnichannel Retail
Remember when shopping meant choosing between visiting a store or browsing online? Those days are long gone. Today, the lines between physical and digital shopping have blurred, giving rise to a unified and flexible shopping experience known as omnichannel retailing. Consumers now expect to move effortlessly between touchpoints, whether it’s visiting a store, browsing a website, using a mobile app, or engaging on social media. Often, this may mean more than one at the same time, like pulling out a phone in-store to check out pricing or product reviews.
Imagine this: a shopper discovers a new skincare brand through a TikTok review, explores more about it on the brand’s website, orders the products for same-day delivery, and later gets personalized skin care tips sent to their phone. This isn’t just a hypothetical, but actual reality for a growing number of shoppers. In a recent Lightspeed survey, we found that different age demographics interact with brands in uniquely different ways, all blending into a need for retailers to be present across multiple mediums.
This seamless integration of physical and digital interactions is what omnichannel is all about, and it’s transforming how we shop.
Technology: The Engine Behind the Retail Revolution
Technology is the enabler that powers these omnichannel experiences, making shopping faster, smarter and more engaging. Here’s how:
- AI and Machine Learning: Retailers use artificial intelligence to analyze customer behavior, making personalized product recommendations and offering tailored experiences both online and in-store.
- Augmented Reality (AR): AR technology allows shoppers to visualize products in their space or try on items virtually. Think of Ikea’s AR app that lets you see how a sofa fits in your living room or a beauty brand’s app that lets you test out makeup shades.
- Mobile Apps and Payments: From effortless mobile checkouts to app-based loyalty programs, technology is making purchases not just quicker but more convenient and secure.
The end goal is to create a frictionless shopping experience that delights customers and keeps them coming back for more.
Social Media: The New Frontier for Driving Sales
While omnichannel retail focuses on uniting all aspects of the shopping journey, social media has emerged as a powerful channel that drives sales in its own right. Platforms like Instagram, TikTok, and Pinterest are not just spaces for inspiration; they're evolving into full-fledged shopping destinations.
Here's how social media is becoming a sales powerhouse:
- Shoppable Posts: With features like Instagram Shopping and TikTok’s shopping tools, social media allows brands to showcase and sell products directly on platform, making the path from discovery to purchase frictionless.
- Influencer Marketing: Influencers and content creators wield significant power in shaping consumer behavior. By authentically showcasing products to their followers, they drive both awareness and sales.
- User-Generated Content: When customers post about their favorite purchases, it serves as valuable social proof. Brands that leverage this content build trust and engage new customers, turning fans into ambassadors.
- Live Shopping Events: Live shopping is changing the game, blending entertainment and commerce. Brands can now engage with customers in real time, showcasing products, answering questions, and converting viewers into buyers on the spot.
The impact is clear: Social media has become a critical tool for driving sales, as demonstrated by the data shared. Consumers are increasingly discovering and buying products through social platforms, making it essential for retailers to leverage these channels to connect with their audiences.
The Intersection of Technology, Omnichannel, and Social Media
The future of retail isn’t about choosing between physical stores and digital platforms. Instead, it’s about leveraging technology to create a cohesive and engaging experience across all channels. Social media’s role in this ecosystem is crucial, transforming from a space for engagement to a primary driver of sales.
Consumers today are looking for more than just products; they want seamless experiences that fit into their lifestyles. As technology continues to evolve and social commerce takes off, brands that invest in omnichannel strategies and embrace social selling will be best positioned for long-term success.
The message is clear: To stay ahead, retailers must embrace technology, make the omnichannel experience a priority, and turn social engagement into sales. The future of retail is here, and it’s more connected, personalized and exciting than ever before.
John Shapiro is chief product and technology officer at Lightspeed, a unified point of sale and payments platform.
Related story: Key Themes to Emerge From NRF 2025

John Shapiro, Chief Product and Technology Officer, Lightspeed
John Shapiro is Lightspeed's Chief Product and Technology Officer. He is responsible for leading our global Product and Technology team and driving our product strategy to bring technology and insight to the innovators who are elevating their industries. In his previous role as SVP, Retail Technology, he worked to help integrate the Supplier Network into our core retail platform across POS, eCommerce, and B2B.
Previously, John served as Head of Product and Design, Global Supplier & Merchandising, Wayfair, where he was responsible for the global supplier product and design organizations, and was previously at Intuit where he was the Director of Product Management for QuickBooks, including serving as the GM for QuickBooks Payments. During his time at the company, he and his team drove QuickBooks worldwide subscribers from 400k to 2.4m paying SMBs. Prior to that, he held product roles at Adobe, where he helped transition the company's Creative Suite into a SaaS subscription model by launching Creative Cloud.
John is passionate about empowering product teams to form deep customer insights and solve user problems in ways that propel business outcomes. He has a track record of creating high-functioning product organizations. John has a Bachelor of Science in Computer Science from Stanford University and an MBA from Harvard Business School.