Over the past two years, the retail sector has experienced a massive and rapid transformation. Consumers turned to e-commerce and digital platforms to purchase goods in response to the pandemic. The global supply chain crisis has completely disrupted almost every aspect of commerce. SOTI’s previous 2022 retail report, From Clicks to Ships: The State of Mobility in Retail, identified how consumer buying behaviors shifted based on these global events. It fundamentally changed how, where and when people shop. Concurrently, retailers needed to respond to this shift through the deployment of digital technology to support elevated consumer demands. 

Today, retail is facing new pressures and is feeling the impact of global events. Rising inflation rates, supply chain crisis and a rise in the cost of living has impacted the global economy. For example, the rising cost of fuel has increased delivery costs for businesses at a time where changing consumer behavior has led to 61% planning to continue buying online for direct delivery. Retailers are now required to master both online and in-store experiences while rapidly adopting technologies that enhance the relationship between the two. 

These cost factors inflate consumer expectations of goods and the associated customer service they receive. In turn, business-critical mobile devices are becoming more strategic than ever, from handheld point of sale (POS) devices, mobile printers and barcode scanners, through to new app development and rollout. Retailers need to provide accurate information throughout the entire supply chain and ultimately into the hands of consumers. 

As evidence of this ongoing shift in expectations, in 2022, we reported that 45% would rather shop online than in-store. Moving one year forward, that figure remains stable at 46%. While still emphasizing the strength of e-commerce, the research confirms a consistent leaning towards hybrid shopping and not the complete shift towards online that was initially predicted during lockdown periods. 

This is where our 2023 retail report begins. Leveraging findings from 10,000 people across eight countries and three continents, SOTI outlines current consumer pain points, what their preferences are after the pandemic and where they are demanding improvements in the omnichannel shopping experience.

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