Objective: Creating omnichannel strategies requires understanding how customers use multiple channels in their journeys. Yet the customer experience in this environment is under-researched, hindering the development of strategic guidelines and the progress of omnichannel theory. This article offers an overview of the omnichannel literature and reflects on the knowledge produced from the customer’s perspective.

Theoretical approach: We base our analysis on customer experience and customer journey research.

Method: Using content analysis, we critically review 29 studies on omnichannel customers.

Results: The focus on the customer experience within one firm’s offline and online stores during the prepurchase and purchase stages leads to a limited picture of journeys involving touchpoints within and outside the firm’s control. To address this myopia, we call for a consumer perspective that moves away from the relationship with a single firm to emphasize that consumers interact with various actors to achieve not only purchase objectives but also higher-order goals (e.g., well-being).

Conclusions: Through a consumer perspective, we outline research paths for generating consumer insights. The agenda contributes to fostering omnichannel marketing as a consumer-based strategy that is sensitive to contemporary consumer and societal issues.

Keywords: omnichannel; customer experience; customer journey; marketing strategy