In today’s fast-moving retail landscape, consumer expectations are evolving at lightning speed. Shoppers want the freedom to move seamlessly between physical and digital channels, expecting consistent, personalized experiences wherever they engage. Our latest report* confirms this shift: consumers across Europe are embracing a hybrid shopping model that blends online convenience with in-store experiences. This trend is driven by the desire for flexibility, speed, and seamless payment options.
Hybrid shopping is the new normal
Online shopping is now mainstream. In fact, about 92% of consumers in the Nordics, Italy, and Germany make monthly online purchases. But physical stores remain essential, especially for everyday needs. Supermarkets dominate in-store visits across all three regions, with nearly 70% of respondents citing them as their top destination.
Category preferences highlight this hybrid nature:
Clothing leads online purchases in Germany, the Nordics, and Italy
Shoes, pharmacy, and beauty follow closely behind.
Meanwhile, supermarkets remain the cornerstone of in-store shopping.
Mobile payments are leading the Way
Payment behaviour is changing just as fast. Mobile is taking the lead across Europe:
Nordics & Italy: Around 70% of online payments and 50% of in-store payments are made via smartphones.
Germany: About 61% online and 36% in-store.
This signals a growing expectation for speed, convenience, and loyalty benefits across every touchpoint.
What hybrid consumers want - and why it’s a challenge for retailers
Today’s shoppers expect more than convenience. They demand:
Recognition and rewards
Frictionless journeys from browsing to checkout
Flexibility and tailored interactions
These are no longer nice-to-haves, they’re essential.
But meeting these expectations isn’t easy. Retailers face mounting pressure to deliver a seamless blend of channels with personalized experiences, all while managing complex operations. Success requires more than selling products—it demands a unified, omnichannel strategy that builds trust, loyalty, and long-term relationships.
Unified Commerce: The answer for modern retail
Unified Commerce integrates every touchpoint—online, in-store, and mobile—into one intelligent ecosystem. This ensures:
Consistent, personalized experiences
Connected data and payments
Smarter engagement and growth opportunities
Unified Commerce empowers retailers to adapt quickly, expand into new markets, and deliver effortless shopping through smart, integrated technology.
Four Practical Ways Unified Commerce Transforms Retail:
Click & Collect – Buy online, pick up in-store.
Click & Return – Return online purchases in-store.
Endless Aisle – Order out-of-stock items in-store for home delivery.
Recurring Payments – Subscribe in-store for automatic delivery.
These strategies drive loyalty, efficiency, and growth while making shopping smoother and smarter.
Three ways unified commerce helps merchants thrive
1. Be Everywhere Your Customers Are. Deliver seamless experiences across channels—because convenience is the new loyalty.
2. Expand Choices, Never Lose a Sale. Offer your full product range with Endless Aisle, even when shelves are empty.
3. Grow Smarter. Turn every channel into a unified ecosystem that strengthens relationships and drives sustainable growth.
Conclusion: The Future of Retail Is Unified
Consumers expect flexibility, speed, and personalization. Unified Commerce delivers all three—helping merchants lead with confidence, agility, and innovation.
Ready to redefine retail? Discover how Unified Commerce can empower your business to thrive in a world where expectations are higher than ever.
* Our annual Nexi Payment Report will be published in March - stay tuned!