E-commerce, often referred to as electronic or internet commerce, encompasses the digital exchange of goods and services via online platforms, enabled by electronic transactions and fortified payment systems. The astonishing surge of e-commerce is propelled by the ubiquitous reach of the internet and economical smartphones, rendering online shopping more accessible than ever before. The emergence of M-commerce (mobile commerce) and Social Commerce, fuelled by low data expenses, sophisticated smartphones, and engaging social networking platforms, has made online shopping experience more immersive. India’s ambitious Digital India initiative aspires to cultivate a trillion-dollar online economy by 2025, with projections indicating e-commerce could soar to $300 billion by 2030, expanding at a remarkable 12% CAGR (ibef.org). Consequently, the retail landscape has morphed from single-channel to multichannel to omnichannel, reshaping the industry’s framework. While the growth of ecommerce has accelerated the decline of brick-and-mortar retail, the introduction of the Omnichannel retail strategy has transformed physical stores into vital consumer engagement points, adopting new roles along the way. Shoppers now assess products in brick-and-mortar showrooms before completing purchases online. Therefore, physical locations are instrumental in crafting a seamless shopping journey for consumers. This research delves into the intricacies of the omnichannel retail strategy, examining contemporary trends and future prospects to enrich the shopping experience for consumers. Contemporary omnichannel retailing harnesses the power of AI and data-driven insights to captivate customers, tailor interactions, and deliver a cohesive, integrated shopping adventure across diverse platforms. The primary advantages of an omnichannel approach encompass heightened customer engagement, customized experiences, and adaptable return policies, all of which foster increased sales and enduring brand allegiance.