At the IFA Retail Leader Summit 2025, NielsenIQ’s Alexander Dehmel discussed how omnichannel retail is evolving due to shifting consumer behavior, digital disruption, and new commerce formats. Consumers now engage with multiple digital touchpoints before making a decision, with 56% of online shoppers actively researching via various online touchpoints. Retailers must ensure consistency and relevance across all channels to influence decision-making effectively. The consumer journey is more complex than ever due to digitization and personalization enabled by technology, requiring new ways to engage and influence consumers. The rise of social commerce is rapidly reshaping how consumers discover and buy products. In Germany, TikTok Shop saw a dramatic increase in purchase penetration in online shoppers, with categories like Beauty & Personal Care and High Tech leading the way. This shift signals an opportunity for consumer technology brands to explore new formats and partnerships that meet consumers where they are – on platforms they trust and engage with daily. Direct-to-consumer (D2C) channels offer brands a unique opportunity to build deeper relationships with customers by bypassing traditional retail intermediaries, delivering more personalized experiences, gaining richer consumer data, and maintaining greater control over pricing and messaging. However, D2C requires significant investment in logistics, customer service, and digital infrastructure. Consumers expect more from D2C channels, especially in areas that directly impact their satisfaction and loyalty. For consumer technology brands, the key is to strike the right balance: leveraging D2C for strategic differentiation while maintaining strong retail partnerships to scale reach and accessibility.