Det har under insamlingen av empirisk data framförts att det förekommer en problematik gällande lönsamheten av omnikanaler inom livsmedelssektorn. Våra respondenter har belyst många intressanta synpunkter och aspekter angående detta problem som vi valt att inte lyft fram i vårt arbete då det dessvärre inte gynnar studiens syfte. Dagens kunder är medvetna och aktiva vilket således innebär att dem ställer allt högre krav på återförsäljare att vara tillgängliga och skapa bekväma lösningar. Livsmedelssektorn har idag börjat integrera köpkanalerna för att möta kundernas krav och behov, men som framkommit ur vår studie är det problematiskt att skapa lönsamhet av denna verksamhet. Vi föreslår därav vidare undersökningar som fokuserar på hur aktörer inom livsmedelssektorn kan skapa lönsamhet i en omnihandel.
Vi föreslår även ytterligare forskning av hur kundvärde kan skapas med hjälp av integration av köpkanaler, för att uppdatera forskningen inom livsmedelsbranschens utveckling.
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