One in three consumers already combines physical stores and e-commerce when shopping, according to research

A common scene in stores, that of the consumer who enters, asks questions, compares prices, closely examines the product, and then leaves the establishment to make the purchase online, reveals a habit that is being fully incorporated by the Brazilian public.

In Brazil, 30% of consumers combine in-person and e-commerce purchases, according to the research "Fiserv Insights 2026 – Retail Panorama: Trends in Payment Methods, Security and Credit".

This and other data from the study signal the following to retailers: omnichannel (or omnicality, in the Portuguese translation) must integrate not only the channels of contact and communication with customers. The integration must encompass the convergence between physical and online, advises business intelligence specialist Alberto Filho, founder and CEO of Poli Digital, an omnichannel platform and official partner in Brazil and Latin America of the Meta Group (WhatsApp, Instagram, and Facebook).

The Fiserv Insights 2026 survey, conducted in partnership with Opinion Box, shows that only 17% of consumers still prefer to shop entirely in physical stores. The survey reveals reasons that "drive away" consumers from in-person shopping, the main one, according to most respondents (56%), being the lower price online. Another 42% cite long checkout lines. Difficulties with access, parking, lack of product in stock, and not being able to locate the desired product are among the points cited as obstacles.

According to Alberto Filho, data like this reflects an increasingly demanding consumer profile. Changes in consumption habits and constant technological innovations make the market increasingly dynamic, and companies must pay attention to this. "Those that do not invest in the total integration between digital and physical means risk falling behind," he warns.

The expert explains that, although consumers may not be familiar with the concept of omnichannel, in practice it is this integration of physical and digital contacts and channels that they seek and that satisfies them.

In this sense, a survey conducted this year by WhatsApp, from the Meta Group, provides data that confirms the Poli executive's observation. According to the survey, 35.4% of consumers interviewed consider "the possibility of managing all company interactions in one place to be valuable." Furthermore, 42.2% of them also consider the ability to preserve their conversation history when using a messaging application to be "valuable.".

The study states: “There is a growing consumer desire for integrated communications. However, the challenge for business leaders lies in providing a connected experience across departments and customer touchpoints.”.

The WhatsApp research reinforces findings from another survey by Opinion Box, "Omnichannel in Brazil: data and insights on the perception and desires of the Brazilian consumer in an omnichannel scenario," conducted in partnership with Bornlogic.

In this survey, 90% of respondents stated that they expect companies to have an integrated customer service strategy across all sales channels. Furthermore, 71% demand immediate service, whether online or in a physical store.

“Consumers may not even know what 'omnichannel' means, and the same research says that 83% don't. But, when the concept is explained, 64% acknowledge having already made a purchase using this integration of service channels, and 65% state that the experience should be the same across all channels, whether online or offline,” points out Alberto Filho, from Poli.

The CEO emphasizes that, despite the well-established habit of shopping online (a quick look at condominium entrances, overflowing with deliveries, is a good indicator of this), consumers still prefer visiting physical stores. Therefore, the expert stresses, these stores must be integrated with digital channels to ensure a complete customer experience. "There can be no barriers between the physical and the digital," he warns.

For retailers, promoting integration involves connecting systems and customer journeys. This includes, for example, unifying inventory between physical stores and e-commerce, allowing customers to buy online and pick up in-store; integrating behavioral data to personalize offers regardless of the channel; and ensuring that salespeople have access to customer history in real time.

“It also involves solutions such as endless shelves, integrated payments, and the use of apps that connect the experience inside and outside the store. In other words, integration is not just technological, it's operational and strategic. When well implemented, it eliminates friction, increases conversion, and improves the perceived value of the brand,” assesses Alberto Filho.

This integration should also allow companies to track consumer profiles and behavior. “But this tracking alone is not enough. The omnichannel strategy must be able to anticipate consumer needs and demands in order to fully satisfy them. In this way, loyalty and results for the company increase,” explains the expert. Among Poli Digital's client base, the increase in revenue provided by the platform can reach up to 30%, illustrates the CEO.

In practice, Poli's omnichannel platform includes features such as centralized contact management via WhatsApp, Instagram, Facebook Messenger, and website chat; a personalized chatbot with 24-hour support; mass messaging via WhatsApp; scheduled message delivery with date and time; artificial intelligence resources for task automation; and its own CRM system. Currently, the platform has over 1,200 companies across Latin America.