eCommerce market evolves to meet consumers' shopping needs

Experts note brands must understand consumers seek unified omnichannel experiences

Mar. 24, 2026 at 4:29am

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With today's consumers fully embracing omnichannel shopping, experts note that beyond the product sale, brands can shape both immediate purchasing decisions and future brand commitment by understanding that consumers are looking for a unified experience. The eCommerce market is evolving to support shifting consumer needs, with retailers and marketplaces rapidly expanding fulfillment capabilities, retail media and digital shelf sophistication.

Why it matters

As shopping becomes an increasingly omnichannel experience, having quality product content available at all touchpoints is imperative for brands to build consumer trust and loyalty. Consumers are becoming more discerning about their purchases, with 46% saying they are less likely to buy items with limited product information.

The details

Syndigo's 'The State of Product Experience 2025' report found that 75% of global consumers think less of a brand if they find incomplete or inaccurate information about its products online, a 21% increase since 2023. NielsenIQ data shows 94% of CPG shoppers buy both in-store and online, with online fueling 74% of all CPG dollar growth. Beverages are one of the fastest growing eCommerce categories, generating $15.7 billion online and growing over 24.5% year-over-year. Binny's Beverage Depot recently partnered with DoorDash to expand on-demand alcohol delivery across Illinois.

  • In 2023, 75% of global consumers thought less of a brand if they found incomplete or inaccurate product information online.
  • In 2025, that figure had grown 21% to 75% of global consumers.
  • Retail media is scaling toward $27 billion by 2023.

The players

Syndigo

A Chicago-based product content management and syndication platform.

NielsenIQ (NIQ)

A Chicago-based data and analytics company.

Binny's Beverage Depot

A Midwest wine, spirits and beer store that recently partnered with DoorDash to expand on-demand alcohol delivery across Illinois.

DoorDash

A delivery platform that is partnering with Binny's Beverage Depot to offer on-demand alcohol delivery in Illinois.

Colman Domingo

An American actor and playwright.

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What they’re saying

“Consumers have fully shifted into omnichannel routines, with 94% of CPG shoppers buying both in store and online, and online now fueling 74% of all CPG dollar growth.”

— Jack O'Leary, Director of eCommerce strategic insights and thought leader

“Binny's entered the delivery business on foot from its first Chicago neighborhood store in 1948. That evolved to bicycles, and then vans, trucks, and couriers. We're excited to work with DoorDash in the next step in our eight-decade journey of serving the customer.”

— Greg Versch, Director of communications

“Binny's Beverage Depot is a beloved destination for consumers across Illinois, and we're excited to bring their extensive selection of beer, wine, spirits and more to DoorDash. In our 2025 DoorDash Delivery Trends Report, 42% of consumers surveyed said they're ordering alcohol delivery more often than they did in 2024. With Binny's Beverage Depot now on DoorDash, it's even easier to get what's needed in a few taps, whether that's date-night wine, a new ready-to-drink cocktail, or the mixer missing for at-home drinks.”

— Jacob Morello, General manager of alcohol and regulated goods

What’s next

As marketplaces evolve, AI reshapes search and the digital shelf, and fulfillment networks automate further, the gap between digitally mature retailers and the rest will widen.

The takeaway

To build consumer trust and loyalty in an increasingly omnichannel shopping environment, brands must invest in providing high-quality, accurate product information across all digital touchpoints. Consumers are becoming more discerning, with nearly half saying they are less likely to purchase items with limited product details.