The latest Big Commerce Omnichannel Report: Reaching Shoppers Everywhere They Browse and Buy shows Aussies want shopping experiences that are practical, fast, and simple.

Forget flashy tech gimmicks. Shannon Ingrey, VP and GM, APAC at Commerce suggests that what matters most is whether you’ve got the right product, at the right price, delivered when you promised.

“The line between channels is blurring, but shoppers remain sharply focused on what matters: convenience, confidence, and control,” said Ingrey.

Sounds like good news if you run an online store in 2025, but there’s a catch. Consumers are fussier than ever.

Multichannel still matters

Even though more than half of shoppers (52 per cent) say they don’t care whether they buy from an online-only store (pureplay) or a retailer with physical shops and online (multichannel), the edge still goes to those with bricks-and-mortar. Close to half (44 per cent) prefer a multichannel retailer, while only 5 per cent would actively choose a pureplay.

Fashion is driving this push. Close to two-thirds of shoppers (63 per cent) say they prefer buying clothes from a multichannel retailer, that’s a rise of four per cent since 2023. Why? The report suggests they want the option to return in-store, check stock availability online, or pick up an order the same day.

If you’re a small business owner, the trend shows the power of blending online with in-person service. That doesn’t mean you have to go all in with a brick-and-mortar store; even a market stall or pop-up shop can give your online store a boost by adding a human touch.

Pureplay wins on price and range

That said, online-only retailers still have an advantage in some areas. Shoppers flock to pureplay stores for cheaper prices (65 per cent), better stock availability (51 per cent), and wider ranges (46 per cent). Electronics and beauty products are especially strong performers here.

The lesson for small biz retailers? If you’re competing online without a physical store, lean into the strengths you already have such as competitive pricing and fast delivery.

Gimmicks are out, practical tools are in

Remember when chatbots and virtual try-ons were all the rage? Shoppers aren’t buying it anymore. Interest in customer support chatbots dropped 10 per cent in the past year, now sitting at just 11 per cent. Virtual try-ons also slipped 8 per cent, down to 28 per cent.

Instead, customers are sticking with practical tools that help them make decisions quickly. Nearly half (49 per cent) like personalised recommendations, while simple product filters top the list of useful website features.

So don’t splash out on trendy tech for the sake of it. Spend your time investing in the basics: clear product descriptions, great photos, smart search, and filters that make browsing easy.

Delivery and click and collect shape decisions

No one likes waiting for a purchase to arrive, so if you’re slow to ship, you’re on shaky ground. Shoppers’ tolerance for long delivery times is shrinking fast. Only a third (33 per cent) say they’re happy to wait beyond a week, down from 42 per cent last year. The biggest group (28 per cent) won’t cop anything longer than five to seven business days.

Click and Collect is also booming. Three-quarters (74 per cent) of shoppers used it in the past year, and 37 per cent walked away from their cart entirely when it wasn’t offered. Cost, convenience and speed are the main drivers: 58 per cent use it because it’s cheaper than delivery, 53 per cent because it’s closer to home or work, and 52 per cent because it’s faster.

For small businesses, this is a clear signal: if express shipping isn’t practical, offer Click and Collect, instead. .

Social media influence is shifting

Social still matters, but the major players are changing. Facebook remains number one for shopper engagement (78 per cent), followed by Instagram (60 per cent), but both are losing influence on purchase decisions. Facebook’s impact dropped 16 per cent since 2023, while Instagram slid 6 per cent.

Meanwhile, TikTok is climbing. Particularly with younger shoppers,  and ‘other’ emerging platforms have jumped 9 per cent this year.

When it comes to content, shoppers prefer fun over serious. Contests and giveaways top the list of best-received content, while case studies, interviews, and podcasts sit at the bottom of the list. Sponsored posts still work best for driving sales (42 per cent), but their influence is slipping, while creator-led content is on the rise.

This finding could be the nudge you need to rethink your social mix. If you’ve been putting all your energy into Facebook, you could be missing younger buyers. And don’t stress about perfect polish. Authenticity and usefulness win the day.

The impact

Shoppers are out of patience. They want quick answers, clear delivery timeframes, and easy ways to return or collect purchases.

“Shoppers are making decisions with greater intention and less patience for anything that feels unclear or inauthentic,” Ingrey explained. “The brands that lead will be the ones who meet that complexity with simplicity, transparency, and trust.”

Read the full report here.

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