Channel Strategies

Cambridge Dictionary defines a triple threat as one who is skilled in three different areas, such as a performer who can act, dance and sing well, or a football player who can run, throw and kick well. 

When it comes to current trends impacting omnichannel shopping, ease, transparency and personalization are consumer priorities that, experts note, eCommerce is delivering on all three ― making the channel a true triple threat. 

“Shoppers expect to go from discovering a product to buying it with as little friction as possible — especially in beverage categories, where convenience and lifestyle alignment shape their choices,” says Mitch Madoff, head of retail partnerships for Keychain, New York. 

“Today’s shoppers are also more intentional,” he continues. “They read reviews, compare ingredients, and follow brands on social media, essentially curating their own shopping experiences. This behavior is pushing companies to lean into direct-to-consumer (DTC) sites, marketplaces and social commerce, driving a more data-informed and omnichannel approach to eCommerce.”

Jack O’Leary, director for eCommerce Strategic Insights Thought Leader at NielsenIQ (NIQ), Chicago, notes that “seamless commerce,” an amalgamation of social commerce, quick commerce and retail media networks (RMNs), are driving consumer behavior.

“We’re seeing a fundamental shift toward what we call ‘seamless commerce.’ Shoppers are moving fluidly between social platforms, search engines, messaging apps, retail media networks, and physical stores, with discovery and purchase increasingly disconnected,” he says. “This pairs perfectly with changing lifestyles: 44% of U.S. consumers say they’re spending more time at home and going out less often, and 45% typically prepare a shopping list in advance of shopping. That planning mentality makes eCommerce a natural fit.”

Katie Hansen, senior analyst for retail and eCommerce at Mintel, Chicago, says that convenience is “everything” to consumers. 

“In fact, Mintel data shows that 42% of consumers agree the convenience that on-demand delivery services provide is worth paying a premium for, something that will continue into 2026,” she explains. “Brands and retailers are offering faster and faster delivery times, increasing competition in this space. 

“Social commerce also drives eCommerce growth, albeit on a smaller scale,” Hansen continues. “Shoppable posts add convenience to shopping, but consumers are still unsure about the trustworthiness of those posts and sellers. However, as mobile use continues, social commerce will be another avenue for eCommerce sales.”

Hansen further notes that brands and retailers are improving on their mobile experience — either through their app capabilities or through their mobile-friendly websites. 

“AI is being integrated across brand and retailer capabilities, improving everything from supply chain management to consumer search options and personalization,” she says. “Brands and retailers are also experimenting with drone delivery and autonomous vehicles to improve quick-commerce options, as well as extending delivery windows to offer late-night delivery services. And, brands continue to look for opportunities to use social commerce for everything from discovery to research and purchase opportunities.” 

Hansen considers mobile commerce to be a “big” area to watch. 

“Smartphone usage is at an all-time high, and most consumers rely on their phones for shopping research as well as purchases,” she says. “Sales made via mobile devices are projected to account for most eCommerce transactions in 2025, and Mintel foresees that growth continuing over the next several years. 

“Innovations such as AR and AI will enhance and evolve the mobile shopping experience,” Hansen continues. “Furthermore, 50% of consumers use mobile apps while shopping, showing how brands and retailers need to take a mobile-first approach.”

From a brand perspective, Keychains’ Madoff also highlights how the omnichannel has evolved in recent years.

“A few years ago, eCommerce was mainly about getting online and driving sales volume,” he says. “Now, it’s much more strategic. Brands are using AI, analytics and digital tools to make smarter decisions around pricing, inventory, and product visibility.”

Moreover, Madoff notes that technological advancements are furthering the future of eCommerce.

“AI and automation are reshaping how brands operate,” he says. “These tools make it easier to forecast demand, personalize marketing and prevent over- or under-production. Instead of guessing what consumers want, brands can now use real data to match their preferences.”

NIQ’s O’Leary also points the personalization benefits from AI, but emphasizes the importance of brand engagement with consumers.

“AI-powered personalization is the biggest game-changer, allowing retailers to deliver tailored recommendations based on purchase history and browsing behavior,” he says. “However, while AI-powered product discovery is becoming the go-to for consumers, distrust persists in the AI/agentic shopping space. Retail media networks themselves represent a technological advancement. They enable brands to tell their stories and provide exclusive offers, helping to defend market share through unprecedented access to first-party data and the ability to target consumers at the moment of highest intent.”

O’Leary also points to the improvements to delivery infrastructure thanks to real-time tracking and sophisticated last-mile logistics.

“For beverages specifically, temperature-controlled delivery and packaging innovations ensure product quality, which is critical when consumers are paying premium prices,” he says. “Emerging technologies like voice commerce, smart home integration for automatic replenishment, and augmented reality help bridge the gap between the sensory experience of in-store shopping and the convenience of digital.

Similarly, Mintel’s Hansen considers AI to be a major factor in changing how consumers use eCommerce options. 

“Mintel data shows that 61% of consumers want brands and retailers to offer AI tools, showing how consumers are interested and ready to use this technology,” she says. “AI will continue to improve the search and discovery process, personalize the shopping experience, and help consumers identify the product best suited to their individual needs.”

“Smartphone usage is at an all-time high, and most consumers rely on their phones for shopping research as well as purchases. Sales made via mobile devices are projected to account for most eCommerce transactions in 2025, and Mintel foresees that growth continuing over the next several years. 

– Katie Hansen, senior analyst for retail and eCommerce at Mintel

Considering the advantages

As omnichannel shopping continues to evolve, alcohol markets have adjusted to eCommerce opportunities. Yet, there are limitations in this arena that brands are still contending with, Keychain’s Madoff notes.

“Alcohol brands have a lot more room to experiment online these days, but the biggest challenges haven’t gone away,” he explains. “Varying state-by-state shipping laws, age verification and fulfillment requirements continue to make eCommerce tricky and expensive. So even when customers find brands online, many sales still wrap up through retail or local delivery partners.

“That said, the shift toward online discovery has still changed the game,” Madoff continues. “Brands are using digital channels to build awareness, gather consumer insights, and create stronger loyalty, so when shoppers do walk into a store, they already know what they’re looking for.”

NIQ’s O’Leary also notes the regulatory hurdles for alcohol brands with eCommerce, but points to economic challenges to consider.

“Alcohol is heavy and fragile, which means shipping costs often eat into margins,” he says. “With 37% of consumers always comparing prices between brands, convenience fees need to be justified. For everyday purchases versus special occasions, the math doesn't always work in eCommerce's favor, especially when consumers can simply pick up their preferred products during regular grocery trips.

As far as which beverage categories seem to perform best in eCommerce, Keychain’s Madoff says that functional and better-for-you beverages are leading the way.

“[A]nything tied to wellness or daily routines has real momentum right now. Shoppers know what they want and feel confident buying these products directly. Keychain continues to see strong growth in categories like sparkling water, zero-sugar drinks and plant-based options,” Madoff explains. “These products lend themselves to subscriptions and repeat purchases, helping brands build loyal followings without massive retail footprints.

“For emerging beverage brands, eCommerce is the easiest place to test new ideas, whether that’s flavors, formats or packaging,” he continues. “Instead of guessing demand, companies can launch small, learn fast and scale what works without taking on unnecessary risk.” 

Beyond functional beverages NIQ’s O’Leary points to coffee thanks to subscription models.

“According to our data, coffee and functional beverages are standout performers in eCommerce, driven by subscription models and consumer interest in premium, specialized products,” he says. “Functional and health-focused beverages (protein drinks, enhanced waters, wellness shots) thrive online because they often carry higher price points that can absorb shipping costs, and this aligns with the trend where 38% of consumers take proactive measures to look after their health to prevent issues in the future. The online channel allows smaller, craft producers to reach consumers without fighting for physical shelf space.”

Looking ahead, Keychain’s Madoff expects that omnichannel growth will continue in the year to come, noting that eCommerce is only going to get smarter.

“Brands are moving from a ‘sell everywhere’ mentality to a ‘sell efficiently’ one instead,” he says. “Personalization, profitability and faster product development will drive the next wave of decisions.

“We’ll see more beverage companies using eCommerce data to shape both what they make and how they bring it to market,” he continues. “The brands that win will be the ones turning consumer insight into action, getting the right products onto shelves at the right time.

Mintel’s Hansen anticipates that eCommerce trends will continue to grow and evolve in the coming year.  

“Most consumers, now, are naturally omnichannel shoppers, so they will look to eCommerce for everything from search and discovery to purchase and customer service,” she says. “AI will continue to change the landscape, improving how consumers find and research items and even enhance customer service options. Personalization will become even more important as consumers look for brands and retailers to go beyond a transactional interaction and make the shopping journey more experiential and engaging.”

Noting the continued acceleration of omnichannel shopping, NIQ’s O’Leary notes that storytelling available through eCommerce bodes well for brands and private label performance.

“The omnichannel revolution will continue to accelerate, with even more blurring between online and offline as retailers invest in buy-online-pickup-in-store, same-day delivery, and in-store fulfillment of digital orders,” he says. “Social commerce will gain ground. While 64% of U.S. consumers haven't made purchases on social media platforms compared to 47% globally, that gap will narrow as younger consumers lead adoption. The battle for margin will intensify with consumer confidence at 97.4 points (down 1.3 points month-over-month and 8.2 points year-over-year), forcing retailers and brands toward more collaborative approaches to retail media.

“Private label innovation will also continue,” O’Leary continues. “Private labels are delivering 3.6% value growth, raising the bar for national brands. Sustainability and transparency will become table stakes, with over 50% of consumers willing to pay more for fresh products without preservatives, healthier options, and GMO-free/organic/natural products. A well, we believe that the digital channel allows for much richer storytelling than a physical package ever could.”