Is India’s retail sector ready for Omnichannel 2.0?
Click to start listening
Synopsis
As India’s retail sector embraces Omnichannel 2.0, a new era of integrated customer experience unfolds. With WhatsApp leading the charge and innovative technologies redefining shopping, this transformation promises to reshape the way consumers interact with brands. Discover how businesses can adapt in this evolving landscape.
Key Takeaways
- Omnichannel 2.0 signifies a new integrated customer experience.
- WhatsApp is a pivotal channel for commerce and customer service.
- Short-form video content is reshaping shopping habits.
- Generative AI is streamlining operations and enhancing personalization.
- Challenges include content demands and digital talent shortages.
New Delhi, Aug 4 (NationPress) India’s retail landscape is embarking on a transformative journey known as Omnichannel 2.0, where customer experiences are seamlessly integrated across both digital and physical realms, as highlighted in a report released on Monday.
According to the market intelligence firm 1Lattice, today’s consumers are seeking a cohesive and personalized journey that connects various touchpoints, both online and offline.
1Lattice reports that more than 450 million Indians are active users of WhatsApp, with 60 percent interacting with businesses on a weekly basis, positioning it as a formidable channel for commerce and customer service.
Simultaneously, the rise of short-form video content is revolutionizing shopping, particularly among Gen Z and Millennials, who increasingly depend on influencer reviews for discovering products, the report asserts.
The emergence of open commerce frameworks, notably ONDC-driven platforms such as Paytm, PhonePe, and WhatsApp, is facilitating rapid digitization for small and mid-sized enterprises without the need for substantial technology investments.
Moreover, Generative AI is enhancing personalization, optimizing pricing, and automating service delivery, which contributes to reduced support costs and improved demand forecasting for early adopters.
This evolving technology is anticipated to amplify the effectiveness of the Omnichannel experience, although challenges persist.
According to the report, brands are facing difficulties in meeting content demands across platforms like Reels and WhatsApp, leading to discrepancies in pricing, inventory, and promotions.
The shortage of digital talent, evolving data privacy regulations, and onboarding obstacles for smaller sellers add to the complexity.
Despite these hurdles, Omnichannel 2.0 is recognized as a vital growth driver that merges speed, personalization, and convenience into a unified experience, as per insights from the 1Lattice report.
New formats, including video shopping, live commerce, and WhatsApp checkout, are transitioning from experimental to expected.
As India’s retail ecosystem progresses, brands are urged to evolve from a multichannel approach to intelligent, real-time engagement, according to the report.
1Lattice is a market intelligence firm that delivers services to businesses through comprehensive data insights and research. It specializes in consulting and advisory services across essential sectors including consumer and retail, healthcare, industrial and manufacturing, financial services, technology, and logistics.
Point of View
It is essential to understand that the shift towards Omnichannel 2.0 in India’s retail sector signifies a crucial adaptation to consumer expectations. The integration of powerful tools like WhatsApp and the adoption of innovative technologies must be prioritized to enhance customer engagement and foster growth.
NationPress
08/09/2025
Frequently Asked Questions
What is Omnichannel 2.0?
Omnichannel 2.0 refers to a new phase in retail where customer experiences are seamlessly integrated across digital and physical platforms, enhancing engagement and personalization.
How does WhatsApp influence Indian retail?
With over 450 million users, WhatsApp serves as a vital channel for businesses, facilitating weekly interactions that drive commerce and customer service.
What role does Generative AI play in retail?
Generative AI enhances personalization, optimizes pricing, and automates service delivery, leading to reduced costs and improved demand forecasting.
What challenges do brands face in Omnichannel 2.0?
Brands struggle with content demands across platforms, inconsistent pricing, inventory management issues, and a shortage of digital talent.
How can businesses adapt to this new retail environment?
Businesses should embrace the shift from multichannel presence to intelligent, real-time engagement while leveraging new technologies and platforms like WhatsApp.
