It’s been mentioned before (and will likely be mentioned again!) that consumer expectations have evolved. However, this last shift significantly impacted brands, rapidly changing how retail operations functioned. Add in that there are new generations of shoppers (and we live in a world that’s connected 24/7), and it has given rise to “anywhere, anytime” shopping habits.
Retail has become omnichannel–meaning customers look for a unified shopping experience across channels. This includes online, in-store, social, and mobile buying. It also means the shopping experience is not linear. A customer may shop in-store and end up purchasing a product that isn’t available and has to be shipped to their home.
Because retail is omnichannel, so is fulfillment, making omnichannel fulfillment capabilities a key differentiator in 2025. Brands must have full, real-time visibility into their channels and stock to offer flexible, convenient, and seamless shopping experiences.
What is omnichannel fulfillment?
Customers shop everywhere–online, in-store, mobile app, social platforms, by phone, and on marketplaces. With the ever-expanding amount of channels, coordinating inventory, logistics, and order fulfillment is far more complex. Additionally, consumers want flexibility and options. They may prefer to buy online, pick up in-store (BOPIS), or have an item shipped next-day to their home.
Omnichannel fulfillment is a strategy that ensures a cohesive experience no matter where your customers purchase products. It requires having the right products in the right place at the right time–for example, in a marketplace fulfillment network, 3PL warehouse, or in-store.
To excel at omnichannel fulfillment, there are a few crucial components, including:
- Seamless tech integrations: Tech stacks are essential to today’s retail operations. The ability of systems to communicate and work together is even more important. Seamless integrations let ecommerce platforms, POS systems, and logistics and inventory software work together effortlessly, enables brands to have accurate inventory visibility, better demand forecasting, faster order processing, and a more consistent customer experience.
- Real-time inventory visibility across all channels: In omnichannel fulfillment, having up-to-the-minute product data and availability is critical. Brands with real-time visibility into inventory throughout stores, warehouses, and other product storage can better prevent stockouts and overselling. It also helps facilitate streamlined inventory management and returns.
- Flexible delivery and pickup options: Fast and free is the consumer mantra, and big retailers have made it so that brands of all sizes must meet customer delivery expectations. Omnichannel fulfillment provides flexibility, speeding up the delivery and pickup process, making customers happier. For example, when a brand uses marketplace fulfillment services, a product is more likely to be delivered the same or next day. Offering BOPIS lets customers get their item(s) within hours.
As of 2024, 41% of shoppers “hoped to receive” their orders within 24 hours, and 24% expected a delivery window of just two hours. Traditional and multichannel fulfillment models are more siloed and single-channel, lacking integration and connection for a unified view.
In 2025, an omnichannel fulfillment strategy is essential to customer satisfaction. Shoppers expect flexibility, fast delivery, and easy returns regardless of where they buy—and brands must embrace an omnichannel model to drive loyalty and success. Moreover, brands must invest in the right fulfillment technology (or work with a fulfillment partner that has it). An integrated tech stack is the foundation for real-time, efficient retail operations.
A snapshot of 2025 consumer behavior trends
Experts across the retail industry have weighed in on what they believe are the top consumer behavior trends for 2025. Some of these trends call for a strong omnichannel fulfillment strategy.
- Shopify believes that brands will look to omnichannel experiences to reach more customers. In that same line of thinking, they feel brand loyalty is waning, making it important to prioritize appealing to existing customers and meeting their expectations. This omnichannel approach requires a fulfillment strategy that unites channels and offers real-time insights.
- Retail Dive sees brands prioritizing immersive and experiential retail. Stores are becoming immersive destinations that build deeper connections with customers. Bridging virtual and physical (phygital retail), is another growing trend. Whether in-store or online, getting products into customers’ hands will depend on omnichannel fulfillment.
- Capital One shopping research sees same-day and next-day delivery as table stakes. 80% of consumers expect retailers to offer same-day delivery; among them, 30% expect free same-day delivery. Brands must look to fulfillment partners that can deliver on customer expectations.
5 tips for a killer omnichannel fulfillment strategy
Today’s retail operations need a fulfillment strategy that can handle multiple channels, customer expectations, and growing supply chain complexities and challenges. This demands an omnichannel approach that utilizes logistics expertise and modern technology. Use these five tips to create a successful omnichannel fulfillment strategy:
Tip #1: Centralize inventory management
Omnichannel fulfillment starts with consolidated inventory management. By drawing all data, activities, and personnel into a single unified system, retailers gain better coordination, control, and visibility. This single source of truth provides real-time stock levels across channels, reducing errors while enabling faster fulfillment and a better customer experience.
Tip #2: Invest in the right tech stack
As the world becomes more digital, retail technology spans the entire customer journey, from marketing through post-purchase. The most powerful retail tech stacks work seamlessly together, including the ecommerce platform, marketing platform, CRM, POS, OMS, WMS, IMS, analytics and reporting, and customer support tools. Actions tracked in one system can inform a reaction in another, making it critical to ensure that the tech stack integrates. Think of it like this: It’s important to know when a certain item goes on sale and where and to whom it’s marketed. You may need to increase inventory or ensure it’s in the right place for swift fulfillment–for example, if it’s during a Prime Day sale, you may want that inventory ready to go at the Amazon warehouse.
Tip #3: Offer flexible fulfillment options
Convenience has become a priority for many consumers. Rather than driving to the local Home Depot to see if a needed item is in stock, they prefer to have it paid for and waiting for them for a simple curbside pickup. But it’s more than that–customers want the flexibility to buy online, pick up in-store, grab an item from a locker, or have something delivered the same day. Retailers can provide flexible fulfillment by working with the right 3PL or fulfillment partner that can route orders efficiently across stores, warehouses, and delivery networks.
Tip #4: Streamline reverse logistics
Returns are a part of retail that poses a large challenge for brands. According to the NRF and Happy Returns, retailers estimated that 16.9% of their annual sales in 2024 would be returned. Customers have clear expectations that conflict with the high cost reverse logistics incurs for brands. This means that retailers must walk a very fine line–figuring out how to reduce the impact on their bottom line without alienating consumers. It’s also why brands must incorporate reverse logistics into their omnichannel fulfillment strategy. The key starts with a crystal clear returns policy, followed by flexibility, consistency across channels, and making it easy for customers to exchange products. A brand’s fulfillment strategy should include efficient routing, real-time tracking, and integration with inventory systems to help recover value and restock quickly.
Tip #5: Use data and customer insights to improve fulfillment operations
The issue most businesses run into is having data but not knowing how to distill and use it. Data can provide in-depth customer insights that allow retailers to identify patterns in buying behavior, delivery preferences, and return rates. This enables brands to optimize inventory placement and fulfillment methods.
In addition, predictive analytics (data that informs future outcomes) can help forecast demand more accurately. These insights are crucial for a personalized fulfillment strategy and reducing stockouts and overstock. Data, when used correctly, has the power to recommend the fastest and most convenient delivery options for each customer.
Omnichannel fulfillment strategies (and the right 3PL) are mission-critical in 2025
In 2025, omnichannel fulfillment isn’t just a nice-to-have. It’s the engine behind customer satisfaction, loyalty, and long-term growth. Shoppers expect speed, convenience, and flexibility across every touchpoint, making real-time visibility and agile operations non-negotiable.
Retailers that deliver consistent, seamless experiences across channels have a clear edge, and partnering with a tech-enabled 3PL can make that possible. From BOPIS to same-day delivery and simplified returns, the right fulfillment partner can help you scale smart, fast, and profitably. Think your fulfillment strategy is future-proof? Chat with an omnichannel expert and put it to the test.
