The Omnichannel Experience is the New Frontline for Brand Loyalty

Retailers have spent years and billions of dollars on digital expansion, prioritizing e-commerce, marketplaces, and social commerce to be where their customers shop.

And that investment might be paying off as a brand’s omnichannel presence strengthens consumer confidence. Recent Radial research found that 39 percent of consumers say they trust a brand more when it's available across multiple channels.

However, a deeper analysis shows the reality is more nuanced. Regardless of the specific channel, consumers treat brands as a single entity, not separate websites, marketplaces, or retail partners. Therefore, any operational failure across channels, such as inventory availability or delivery, erodes trust much faster than omnichannel accessibility is building it.

Where Consumers Are Shopping  

Today’s consumers want to shop across multiple channels, and it’s not always the brand’s website they go to first. In fact, according to Radial, marketplaces are becoming the first stop for brand discovery and purchase. Nearly half of consumers (44 percent) first buy from a new brand on marketplaces like Amazon.com or Walmart, compared to 10 percent who shop on an online retail website like Target or Macy’s, and 3 percent who turn to social shopping channels like TikTok Shop.

Implication for brands: Marketplaces, retail partners, and social commerce are increasingly becoming the destination for a customer’s first experience with a brand. Every channel must deliver the same level of accuracy, availability, and service. Expanding reach is only valuable if brands maintain consistency and reinforce trust throughout the customer experience.

Experiences Vary Channel-to-Channel

Operational gaps, which vary across channels, are most visible around delivery, pricing, and inventory. Radial found that TikTok Shop saw the highest rate of slower or less reliable delivery at 16 percent, which is more than double the rate reported for both Walmart Marketplace and Amazon. Consumers were most likely to find different prices for the same product on Amazon, and stockouts were most common on Walmart Marketplace.

Implication for brands: As brands expand into new channels, they need a standardized operational process to connect inventory, fulfillment, and pricing systems so customers receive the same reliable experience regardless of where they shop. Without that alignment, consumer shopping experience will quickly become a source of frustration that diminishes trust.

The Cost of Fulfillment Failure

Fulfillment is a key driver of customer loyalty and brand reputation. More than half (53 percent) of consumers would stop purchasing a brand after paying for expedited shipping that failed to arrive faster, while 37 percent would walk away after a single canceled order and 27 percent after receiving the wrong item.

The cost goes beyond just lost sales, with nearly a third (31 percent) of consumers reporting they would post about a brand on social media or leave a review if they dealt with poor customer service after a fulfillment issue.

Implication for brands: Every delivery promise, inventory update, and customer service interaction shapes whether shoppers return. Brands that treat fulfillment as a core brand strategy rather than a back-end process will be better positioned for success in today’s competitive retail environment.

Omnichannel Excellence is Make-or-Break

As consumers continue to embrace new ways to shop, the brands that earn lasting loyalty won't simply be the ones with the broadest reach. They'll be the ones that deliver the best, most consistent experience every time. With a seamless omnichannel operation, retailers will build lasting trust, meeting customers where they want to shop with the experience they expect.

David Welsh is vice president, operations, Radial, a leading 3PL provider.