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Frictionless Commerce 2020

How Coronavirus Is Accelerating Seamless Omnichannel Retail

About This Report
As convenience becomes an increasing driver of consumer behavior, we explore how friction-reducing technology advancements are helping retailers generate more sales.
Table of Contents

Executive Summary

Frictionless commerce, a trend permeating many facets of the customer journey today, leverages technology to improve the retail experience by saving people time and hassle.

What effect is the pandemic having on frictionless commerce trends?

Frictionless commerce was emerging on numerous fronts prior to the pandemic, but shelter-in-place and social distancing measures have significantly increased the demand for retail experiences that minimize time in-store and proximity to other people.

What else is driving the frictionless commerce trend?

The timeless truths of retail are that consumers will always want better prices, selection and convenience. With the internet having already driven major progress on the first two customer needs, attention is now turning to convenience.

What effects do frictionless experiences have on consumer spending?

Streamlined digital transactions, click-and-collect pickup and cashierless checkout contribute to increased shopping frequency and incremental sales.

How important is click-and-collect to ecommerce sales?

According to our latest forecast, click-and-collect will account for 8.2% of US ecommerce sales in 2020, up from our pre-pandemic forecast of 7.6%.

WHAT’S IN THIS REPORT? This report covers retail innovations driving improved speed and convenience in the shopping experience, and how the pandemic may affect those innovations.

KEY STAT: US click-and-collect ecommerce sales will jump 60.4% to $58.52 billion in 2020.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

8expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Convenience Drives the Frictionless Trend
  3. Frictionless Ecommerce
  1. Frictionless Brick-and-Mortar
  2. Key Takeaways
  3. Insider Intelligence Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

Interviewed for This Report

José Vicente Aguerrevere
Takeoff Technologies
Co-Founder, Chairman and CEO
Interviewed April 17, 2020
Keith Anderson
Senior Vice President, Strategy and Insights
Interviewed April 17, 2020
Melody Akhtari
Luxer One
Former Director, Marketing and Communications
Interviewed January 13, 2020
Alexa Dennett
Wing (an Alphabet company)
Head of Marketing and Communications
Interviewed April 23, 2020
Jordan Fisher
Standard Cognition
Founder and CEO
Interviewed April 6, 2020
Shelley Kohan
Shelmark Consulting
CEO and Founder
Interviewed April 13, 2020
Max Pedró
Takeoff Technologies
Co-Founder and President
Interviewed April 17, 2020
Brie Carere
Executive Vice President, Chief Marketing and Communications Officer
Interviewed April 1, 2020


Andrew Lipsman


Bianca Carasus
Blake Droesch
Junior Analyst
Jasmine Enberg
Senior Analyst
Amy Rotondo
Director, US Research
Yoram Wurmser
Principal Analyst
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