Many Brits would stump up more for a seamless shopping experience, Visualsoft research

New research from Visualsoft, surveying 2,000 UK consumers, shows that 33% would pay a premium for a seamless shopping journey. Among younger consumers aged 18–34, that figure rises to more than 60%.

Frictionless shopping is key for younger demographics, and that includes everything from knowing what’s in-store before setting out, simple payments, earning loyalty points no matter where you are, and delivery systems.

Today’s shoppers rarely think in channels. Instead they move fluidly between digital and physical retail, expecting the same experience wherever they interact with a brand. 88% of shoppers now blend online and in-store shopping.

When retailers fail to connect those experiences, customers notice quickly. 70% say price mismatches between online and in-store channels make shopping stressful, while 69% expect the same payment methods to be available everywhere they shop. 75% say it is important to be able to check stock online before visiting a store, rising to 90% among 18 to 24s and 89% among 25 to 34s.

The research also shows that seamless experiences directly influence how often people shop and how they feel about a brand. Confidence also rises when experiences are joined up. 74% of shoppers say they feel more confident buying from brands that offer a connected journey across channels.

70% would shop more often with retailers whose loyalty schemes work consistently both online and in-store. When rewards, points and offers travel with the customer across every touchpoint, the experience feels more dependable and personal.

Payment consistency plays a similar role in building confidence. 48% of shoppers would be more likely to shop with a retailer if they could use the same payment method across online, mobile and in-store journeys, while 69% say they feel reassured when that consistency is in place. When shoppers know the experience will work the same way wherever they appear, it removes hesitation and makes repeat purchases easier.

Ease also shapes how people feel about the brand itself. 80% of shoppers say they feel happier buying from retailers that make returns simple, no matter where the purchase was made. What might once have been seen as a logistical challenge for retailers has become a powerful moment for strengthening customer relationships.

Consistency across the wider shopping journey matters just as much. 69% of shoppers rank consistent prices and promotions across online and in-store among their top shopping priorities, highlighting how quickly confidence can erode when experiences do not match.

But technology for its own sake isn’t valued - shoppers are increasingly pragmatic about retail innovations. Just 33% say they are excited by new innovations, yet enthusiasm rises sharply when technology genuinely makes shopping easier.

53% of consumers aged 18–34 say they would use an AI assistant for product recommendations or help at checkout, while 73% of 25–34 year olds are open to mobile self-checkout and 69% of 18–24 year olds expect to buy directly through social platforms in the year ahead.

The willingness to share data also reflects a clear value exchange. 81% say they would provide their email address if it leads to personalised offers, but adoption depends on whether the technology reduces effort. When digital tools save time, clarify choices or shorten the path to purchase, shoppers embrace them naturally. When they add steps or complexity, they quickly become another source of friction. 

Chris Fletcher, CEO at Visualsoft, says: “Whether they're buying online, in-app or in store, today's customers expect complete consistency across the entire shopping experience, whichever channel they choose.”

“Research in our new report with Shopify shows that when pricing, payments, loyalty and stock all line up across online and in-store, customers feel much more confident in a brand - and that confidence turns directly into conversion. Tech like Shopify PoS is key to making that possible. By connecting what happens in store with the wider e-commerce setup, retailers can create a single view of each customer and deliver the consistency they expect. Get it right and people buy. Get it wrong, and they vote with their feet.

Matthew Eley, Retail Project Lead at Visualsoft, says: “For customers, the idea of “channels” is increasingly irrelevant. A unified experience depends on unified commerce systems that connect inventory, payments, loyalty and customer data into one shared infrastructure. When these systems work together, shoppers see one reliable brand rather than a collection of disconnected activities. The message from shoppers is straightforward. A smooth, dependable experience is now worth paying for.”

2026 RTIH Innovation Awards

Omnichannel retail will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.