Are product categories driving omnichannel performance?
(A2025-124887)

AUTHORS

Arkadiusz Kawa, Poznań University of Economics and Business; Joanna Radomska, Strategic Management Department, Wrocław University of Economics and Business; Monika Hajdas, Marketing Management Department, Wroclaw University of Economics and Business

ABSTRACT

In this paper, we investigate whether product categories moderate the relations between channel integration and performance. We have collected data from 412 omnichannel companies (that developed offline and online sales channels) offering various product categories. Based on our analysis, we have outlined that the level of channel integration has a strong and statistically significant impact on performance (short-term, long-term, and comparative performance). This relation is moderated by a product category. The moderating effect is the strongest in the case of two product categories: low-risk / utilitarian (i.e., craft supplies, home & garden) and high-risk/utilitarian (i.e., computing, electronics) and the weakest (but still positive) for a low-risk / hedonic category ( i.e., toys, books). Therefore, in this study, we expand previous research by revealing the moderating role of the product category in how channel integration affects performance.