While e-commerce has become big today, brick-and-mortar shopping continues in line with the transformations businesses are making. With the combination of these two methods and new marketing strategies, omnichannel retail strategy it turns out.

While our shopping habits have undergone a radical change, especially with the pandemic, how has the commerce world changed in multi-channel shopping? Here is the answer to this question, Google Turkey presented in conjunction with a long-term survey by The results also showed how Turkey is in multi-channel shopping compared to Europe.

Why do those who prefer to shop in stores and online in Turkey make this choice?

consisting of Germany, Netherlands, Belgium, Turkey, Norway, Sweden, Denmark and Finland Evaluation of 137 retailers from 8 countries In the Multi-Channel Retail Research conducted, the omnichannel customer experience was analyzed with a mobile-first approach and evaluated online, order fulfillment, customer service and in-store experiences, including purchase and returns.

According to the survey, 62% of the world’s shoppers prefer multi-channel shopping. 91% of consumers in Turkey do online research before shopping in stores.† Consumers who prefer to shop online indicate why they shop through this channel as follows:

• 79% read product reviews.
• 78% find the payment method more flexible and easier to choose and buy.

Only those who prefer the store

• 87% find it easier to browse and select products.
• 79% say they can see and touch things before buying.

Other key findings from the study are as follows:

• 68% want to see the availability of the product they are looking for on retailers’ websites.
• 42% think it is important to have up-to-date stock information on the website.
• Consumers want to be sure that the sellers’ Google profiles are correct and match the information on the website.

Turkey surpassed European standards:

The survey, the first of which was conducted in 2019, found that Turkey increased its scores by growing compared to 2019. Accordingly, especially in mail order communication, promotion of online channels in-store, and free delivery and returns. Turkey managed to rise above European standards.

• 36% of the retailers in Turkey received full points and 43% half points for their online services.
• 86% of retailers offer some form of free delivery, 71% offer free and easy returns.

What do consumers want?

The survey also focused on what consumers want in Turkey. Accordingly, consumers pick-up service, telephone supportmulti-channel based gift cards and before the purchase experience, it wants information such as product, stock, delivery, returns to be proactively shared with the consumer while it is in the discovery and decision-making stage.