Ace the CPCA Challenge 2026 – Unleash Your Professional Power with Practice Questions!

The choice indicating that most shoppers shop across five or more channels reflects the current trend in consumer behavior that showcases the increasing complexity of the shopping journey. Today, shoppers are not limited to a single method or location for making purchases; instead, they engage with a variety of channels to fulfill their shopping needs. This includes traditional brick-and-mortar stores, online websites, mobile apps, social media platforms, and more.

The rise of omnichannel retailing has enabled shoppers to start their journey on one channel and complete it on another. For instance, they might browse products on a mobile app before purchasing them in a physical store, or vice versa. The variety of engagement points allows for greater convenience and flexibility, which aligns with the statistic that most shoppers utilize multiple channels within a given time frame, often exceeding five distinct channels.

This extensive interaction helps consumers research products, compare prices, and find the best deals, which contributes to improved shopping experiences.