Essential Statistics

• Consumers required an average of 8.5 touchpoints before purchase in 2021.
• That number increased to 11.1 touchpoints in 2025.
• Touchpoint growth reflects rising channel fragmentation.
• Shoppers interact with more ads, posts, emails, and reviews before buying.
• Longer journeys correlate with higher CPA if not optimized.
• Brands relying on one or two channels miss the majority of the journey.

Key Takeaways

• Customer journeys are becoming longer and more complex every year.
• Omnichannel presence is no longer optional if you want consistent conversions.
• Relying on a small set of channels reduces total interactions and hurts revenue.
• Brands that create cohesive cross‑channel experiences convert more efficiently.
• Journey length increases the importance of attribution and remarketing.
• More touchpoints mean brands must be visible, consistent, and persistent.

Actionable Insights

Implement True Omnichannel Marketing

Show up everywhere your customers engage: social, email, search, video, and direct response.

Increase Mid-Journey Content

Buyers need reassurance along the way. Use case studies, reviews, and demos.

Strengthen Remarketing Flows

Longer journeys require more nurture cycles before users convert.

Build Consistent Messaging Across Channels

Repetition builds trust and shortens the journey.

Measure Every Touchpoint

Track which channels influence mid-journey lifts.

Automate Follow-Up Systems

Use email and retargeting to close the gap between early awareness and conversion.