Top B2C Omnichannel Marketing Trends for 2025

Omnichannel trends are rewriting the rules of how B2C brands connect with customers today. What used to be a nice-to-have strategy is now the baseline for survival, and if your brand isn’t delivering seamless, unified experiences across platforms, your audience will move on. The end.

The way customers interact with brands in 2025 looks nothing like it did just 3 years ago. From hyper-personalized touchpoints to next-gen AI-driven recommendations, the omnichannel marketing playbook is getting a major overhaul.

In this post, we break down the top B2C omnichannel marketing trends for 2025 to help your brand stay ahead of the curve.

 

Top 7 Omnichannel Marketing Trends for B2C Brands

Today, omnichannel marketing is more than just delivering interconnected experiences.

With omnichannel campaigns generating 250% higher customer purchases vs. single channels, it makes sense to stay up to speed with the latest omnichannel marketing trends.

1. Hyper-personalization

With 80% of customers more likely to buy online with personalized experiences, it makes sense to design hyper-personalized campaigns for better-targeted marketing efforts. Traditional personalization involves focusing on attributes like geographical location, basic customer attributes, and behavior. Now, with hyper-personalization, brands can go for 1:1 personalization to offer experiences tailored to each customer’s needs and preferences.

Hyper-personalization goes into unique customer details and enables you to make contextually relevant recommendations using real-time behavioral data. And in the omnichannel realm, hyper-personalization involves choosing the right channel for reaching out to the customer and ensuring that your brand message stays consistent across channels. Omnichannel marketing assists in more targeted and relevant hyper-personalization by gathering customer data from all the channels they have interacted with.

Using omnichannel hyper-personalization, Amazon fine-tunes customer experience to the highest level, regardless of the channel they’re using. If a customer browses through the Amazon website and then opens the app on their phone, Amazon will recommend the same products the customer had searched for earlier. By leveraging real-time data, Amazon is also able to recommend related products and those that can be bought in bundles, illustrating the potential for cross-selling with hyper-personalization.

Another interesting example of omnichannel hyper-personalization is Netflix. It sends real-time recommendations based on the viewer’s browsing history on whichever device is being used, ensuring a seamless omnichannel experience. Why does this matter? Because customers want consistency. Hyper-personalization lets you do just that, bridging gaps across touchpoints. This helps B2C marketers approach the customer journey at the most impactful moments.

How to optimize for hyper-personalization:

Hyper-personalization requires three key steps for B2C marketers:

• Aggregate robust customer data — both baseline information like geography and advanced behavioral insights like browsing habits.
• Use tools that allow you to draw actionable conclusions. For example, identifying related products often bought together, or customers’ favorite browsing times.
• Build systems that let your marketing team act immediately on those insights and deliver relevant messages via the customer’s preferred channel.

Omnichannel marketing automation platforms like MoEngage simplify this process by leveraging customer insights from across channels to create hyper-personalized campaigns at scale.

For example, a fashion retailer can tailor recommendations for seasonal outfits (derived from browsing data) and send targeted campaigns across email and in-app notifications. A food delivery app, on the other hand, could use this data to push discounts on favorite cuisines at a customer’s peak order time. Across industries, the strategy hinges on centralized analytics and real-time action.

2. Evolution of Phygital Experiences

Back in the day, B2C brands were purely brick-and-mortar. The rise of digital commerce has reshaped customer expectations since. From banking and retail to media and travel, brands universally embraced online experiences.

But customers are no longer satisfied with an ‘either-or’ approach. Instead, modern consumers demand seamless alignment between physical and digital touchpoints. This evolution from purely digital to hybrid models has given birth to ‘phygital experiences’ that integrate the best of both worlds.

Phygital experiences are at the heart of omnichannel marketing trends and strategies. The ability to mix sensory, in-person experiences with the convenience of digital services lets brands meet customers where they are, making every interaction effortless.

For example, a banking customer might start researching loan options online, but head into a branch for final paperwork. Or a media brand might enable customers to add movies to playlists from their TVs and pick them back up on tablets. Such an omnichannel approach ensures continuity regardless of how or where the interaction happens.

Marketers can take a leaf from Decathlon’s book on successfully combining physical and digital shopping channels during the pandemic. Decathlon enabled a ‘scan and pay’ shopping experience for contactless omnichannel shopping, whether it is through the app or store, or website.

All customers had to do was launch the brand’s app while in the store. Decathlon would then be able to offer them store-specific deals based on geo-location tagging. Customers could then scan the products and pay digitally, and exit the store without any contact with the staff.

How to optimize for phygital experiences: Brands can seek to cleverly combine online and offline channels with the aim of making customer journeys smoother. Using technologies like QR codes, geo-location tagging, Radio-Frequency Identification (RFID), and more, these experiences across multiple channels can be made more unified for consumers.

3. AI Integration

In 2025, AI is no longer fiction. According to The State of Cross-Channel Marketing 2025 Report, 95.4% B2C marketers are using AI in their omnichannel campaigns. Meanwhile, 73% say AI is helping them create personalized customer experiences.

AI’s ability to collect, analyze, and generate actionable insights from vast datasets across different channels is allowing B2C brands to create delightful, cohesive experiences for customers. From predictive analytics to highly individualized shopping experiences, AI-driven B2C brands have a clear competitive advantage.

In the omnichannel context, AI is fast automating repetitive marketing tasks, enhancing speed, and allowing scalability. AI is also enabling brands to select the right channel to reach out to specific customers. For instance, new-age AI systems are capable of recognizing when a customer interacts with the brand, the channel of interaction, and then sending highly relevant real-time push notifications on channels they are most likely to interact on, which is not possible to execute manually at scale.

AI is helping B2C brands overcome siloed processes and gain data integration across channels, helping them improve revenue by 5-15%. Gen AI is also helping create content and visuals with incredible turnaround times.

Moreover, sophisticated Gen AI tools like AI customer assistants are helping brands deliver better post-sales experiences across channels.

How to optimize for AI integration: AI has massive potential to enhance ROI among omnichannel marketing trends, and we are just getting started. To unlock the potential of AI, you can start by identifying low-effort, high-reward actions:

• Automate repetitive tasks like customer segmentation and content creation using AI tools.
• Use predictive AI systems to refine audience targeting based on customer preferences or purchase history.
• Implement personalization engines across channels, like sending abandoned cart reminders via push notifications or suggesting next-best actions via email.

You can explore how MoEngage can help you leverage AI engines, Sherpa AI and Merlin AI, to optimize omnichannel campaigns and deliver sharper insights. With predictive and generative AI capabilities, Sherpa AI can send out real-time personalization and dynamic content recommendations across channels. Meanwhile, Merlin AI can help scale copywriting, creatives, and conversations, ensuring seamless omnichannel execution.

The key is knowing how to strategically integrate AI to enhance ROI across the omnichannel journey.

4. Augmented Reality and Virtual Shopping

Omnichannel experiences are being made more immersive and blended with Augmented Reality (AR). With AR-driven campaigns fusing digital (online) and physical (offline) interactions, customers can get a better view of brand offerings, regardless of the channel they’re using. In fact, AR is being used to create a unified phygital touchpoint. This, in turn, is contributing to more seamless customer journeys than ever before.

For instance, L’Oréal’s Makeup Genius app doesn’t just let customers try on cosmetics virtually; it aligns data from these trials across channels. Here, a customer can walk into the store, scan L’Oréal’s cosmetic products, and try them on virtually to explore complementary shades and even complete looks. Additionally, they can try out different looks in the app and get personalized recommendations across channels.

Similarly, Sephora lets customers try on different lipstick shades on its app.

IKEA, too, has designed an app that allows customers to virtually place IKEA furniture into their homes and offices and see if it goes with the overall aesthetic. Both of these brands have thus optimized AR to reduce purchase friction and lower return rates, ensuring customers know exactly what they’re getting and further enhancing loyalty across touchpoints.

The takeaway? Use AR and VR to create immersive shopping experiences that can ensure a consistent, engaging experience across digital and physical touchpoints.

How to optimize for augmented reality: Adding AR to your omnichannel retail marketing strategy comes with consideration of factors like access, potential benefits, budget, practicality, and personalization. Choose technology partners that are right for your brand to know how and where you can adopt these omnichannel trends.

5. Omnichannel Fulfilment

Omnichannel fulfillment is all about integrating inventory management and order fulfillment processes for a unified customer experience.

As customers shop via multiple channels with different preferences for delivery, be it store pick-up, parcel lockers, or last mile, brands need to have well-synchronized systems regardless of the channel and delivery mode. This would require efficiently syncing order data across channels.

Omnichannel fulfillment aims at offering a better fulfillment experience for customers, which offers room for elevating the overall brand experience. For instance, the customer can get informative emails on fulfillment milestones like order processing, dispatch, shipping, and more. When the item is out for delivery, brands can leverage push notifications so the customer can collect the item without the risk of it being stolen or damaged. Such omnichannel communication can make delivery a hassle-free experience, earning the brand credibility where it truly matters.

How to optimize for omnichannel fulfillment: B2C brands can consider creating micro-fulfillment centers, integrating in-store and digital inventory, and consolidating various channels for a streamlined experience. Instead of using multiple-point solutions which often lead to siloed data, brands can use a central engagement platform to simplify the complexities of omnichannel fulfillment, offering flexibility and convenience to customers and lowering costs.

6. Voice and Conversational Commerce

“I need to buy a new phone charger.” That’s all your customer would need to say to get a phone charger delivered to their doorstep. Welcome to the world of voice commerce!

One of the most significant B2C omnichannel trends, voice and conversational commerce allows customers to search for products, interact with brands, and make purchases with their voice. Expanding through smart home devices like Siri, Google Assistant, and Alexa, it offers unparalleled convenience to shoppers in that it allows returns, exchanges, and reordering with one’s voice commands across channels. These devices are being integrated with other channels, so customers can start their journeys via voice and complete them on web or mobile apps.

Integrating voice/conversational commerce into your omnichannel capabilities can open doors to many possibilities, such as quicker ordering, faster payments, and fewer cart abandonments, regardless of channels. More convenience could mean easier shopping experiences, and in turn, potentially higher sales for brands.

Voice commerce is still in its initial stages. However, the industry is surely making gigantic leaps in this area. For instance, Amazon announced the launch of its AI-driven conversational shopping assistant, Rufus.

How to optimize for voice commerce: To make conversational commerce an extension of your omnichannel marketing strategy, you must focus on:

• Prioritizing value-added voice experiences, such as enabling instant reorders, helping customers track shipments, and integrating customer account data seamlessly.
• Voice-enabling existing channels, like mobile apps and e-commerce platforms, to extend capabilities beyond smart home devices.
• Integrating voice data with other channels, so actions taken via voice (e.g., product searches, purchases) appear consistently through notifications, emails, or even in-store experiences.

For instance, retailer brands can make product listings voice-search friendly, while travel companies can allow customers to request itinerary updates via voice assistants. With careful implementation, voice commerce can boost sales, reduce cart abandonment rates, and keep brands at the cutting edge of omnichannel innovation.

7. Social Commerce

Did you know short-form videos drive the maximum social media engagement? What’s more,
64% of digital buyers say that social media videos helped them to make a final decision and purchase from a brand. While video remains a central force in modern marketing, the larger trend here is social commerce — allowing customers to make purchases directly within social platforms like Instagram, TikTok, and Pinterest.

Traditionally, social media has been used for advertising, brand awareness, and lead generation. But the shift towards direct transactions within social platforms has changed how customers engage with brands. It’s no longer just about pushing them to other platforms to complete a conversion; customers now expect to explore, purchase, and engage, all within the same channel.

As platforms like Instagram and TikTok thrive alongside the rise of the influencer era, social commerce may just be one of the most interesting retail omnichannel trends for B2C brands.

For example, Instagram’s Shoppable Tags now let users view product details and purchase directly within the app. TikTok has introduced TikTok Shop, which allows creators to feature clickable products during live streams — a strategy that’s boosting impulsive purchases driven by influencer recommendations.

So, omnichannel marketers can now leverage social commerce to unify the shopping journey, ensuring customers can interact with their brand at any stage, on any platform. For instance, an apparel brand could use customer insights from social campaigns to personalize retargeting ads or push purchase reminders via SMS. Meanwhile, beauty brands can link live-streamed tutorials with instant shoppable buttons, driving both engagement and conversions simultaneously.

How to optimize for social commerce: Here’s what you can do to blend social commerce seamlessly into your omnichannel strategy:

• Work with platforms like Facebook Shops, Instagram Shopping, and TikTok Shop to enable frictionless sales experiences directly on social.
• Ensure that metrics like clicks or purchases on social platforms inform campaigns across email, SMS, and even in-store experiences to create cohesive touchpoints.
• Partner with influencers who not only align with your brand but who also inspire direct transactions within social ecosystems.
• Use activity on social platforms to fuel omnichannel retargeting, such as app notifications reminding customers to ‘complete their checkout on TikTok’ or personalized email offers tied to recently viewed social ads.

Thankfully, MoEngage enables you to centralize customer data from social platforms alongside app, website, and offline behavior. For instance, if a customer adds an item to their Instagram cart but doesn’t complete the purchase, MoEngage ensures this action is reflected in their customer profile. This data can then trigger automated campaigns to retarget the customer on their preferred channel, like in-app notifications, SMS, or email.

By combining automation, personalization, and unified customer data, MoEngage empowers B2C marketers to not only execute effective social commerce strategies but also connect social touchpoints to other channels. The result? A streamlined, omnichannel experience that drives conversions and extends customer lifetime value.

 

Omnichannel Marketing Trends to Know: Conclusion

To stay ahead of the latest omnichannel trends like hyper-personalization and AI, brands would need to make the most of the data gathered across all customer touchpoints and channels. In this pursuit, an ideal platform would be one that not only seamlessly connects these channels but also helps collect and leverage the data in a single place.

If you’re seeking to automate your omnichannel presence while keeping up with these omnichannel trends, MoEngage’s cross-channel marketing platform might just be what you’re looking for.

For more information, get in touch with us for a quick demo.