Vol. 7, Issue 2, Part E (2025)

The evolving landscape of retail and marketing has compelled businesses to shift from traditional marketing strategies to more integrated and customer-centric approaches so as to cope up with the increased market competition and growing expectations of customers by providing seamless experiences across various touchpoints. Omnichannel marketing has emerged as a pivotal framework for companies striving to offer a unified and seamless customer experience across all touchpoints. This review assesses the current state of omnichannel marketing and its impact on customer experience in India. In the Indian context, swift digital transformation, rapid adoption of Unified Payments Interface (UPI) and launch of the Open Network for Digital Commerce (ONDC) have accelerated convergence of e-commerce and brick-and-mortar stores. This paper synthesizes existing literature drawing insights from recent academic research and industry reports to identify key trends, challenges and opportunities in implementing omnichannel marketing in India, with a focus on reshaping customer experiences, customer heterogeneity, trust, privacy and governance in emerging digital commerce ecosystem.