Commerce platform NewStore has announced the results of its 2024 Omnichannel Leadership Report, which assesses the capabilities of 696 retailers across 10 countries.

Score percentages were determined by three categories: online, mobile and in-store.

Which retailers are omnichannel leaders?

NewStore identified the following brands as its 2024 omnichannel leaders: Scheels (US), Nordstrom (US), Massimo Dutti (ES) [Spain], Golf Galaxy (US) and Foot Locker (US).

US brands are at the forefront of overall omnichannel adoption, which when done successfully provides consumers with a smooth and integrated shopping experience.

For online retail, Australia took the top spot, with retailers from the region offering 55% of the assessed capabilities.

Mobile experiences are lacking, however, as only 32% of brands worldwide offer a dedicated native shopping app. Beyond that, when a retailer has an app, it tends to lack the basic features consumers demand.

Brands worldwide are also falling behind when it comes to modernising in-store experiences. North America took the top spot, but US and Canadian retailers only offered 21% of the assessed capabilities. One strategy to improve this is investing in RFID [radio frequency identification] technology.

The average overall score for the retailers assessed was just 43 out of 100, indicating considerable gaps in online, mobile and in-store capabilities.

NewStore vice president of product and consumer marketing Levi Baade explained: "In today's commerce landscape, omnichannel is paramount. With over 50% of customers engaging across three to five channels per journey, a unified approach is essential. Composable commerce is the key.”