Omnicom Flywheel report urges Total Commerce model to master fragmented shopping journeys
OMC•Non-linear shopping and new discovery channels
The report cites non-linear shopping as the baseline, saying 80% of consumers follow non-linear paths to purchase, based on OM Research Connected Commerce 2024.
It also points to social commerce, generative AI search and retail media as key disruption forces. According to the report, 36% shifted most searches to generative AI platforms.
TikTok gross merchandise volume is cited at USD 33.1 billion in Q1 2026, underscoring the faster convergence of discovery and purchase.
Flywheel urges brands to unify commerce functions
Omnicom unit Flywheel published a white paper on July 14, 2026, urging brands to unify media, retail, trade and shopper marketing.
The report says fragmented teams, budgets and metrics drive wasted media spend, missed sales, weak promo measurement and slower execution.
