The future of telco retail: towards an omnichannel world

The shift in consumer purchasing to online channels has been on an inexorable rise. The pandemic and lockdown restrictions have been an accelerating factor; Covid-19 has provided an unforeseen staging ground for speeding the transition towards omnichannel – the seamless and rapid interplay between online and physical offerings, and between automated and human interactions.

In this report, GSMA Intelligence outlines how there will continue to be a central place for physical retail networks in the future. However, telco retail will evolve away from a primary reliance on retail stores for sales volumes, and move towards an omnichannel model in which stores and online channels work seamlessly together (rather than as discrete silos). This transition is challenging. However, it opens the door to a potentially more profitable and beneficial mode of retail and distribution as the 5G device cycle accelerates following the pandemic.

The report is the culmination of an industry analysis project in collaboration with major operators around the world.