In the last few years, multichannel retailing has become the basis from which a new concept that integrates all channels has emerged, better known as the omnichannel approach. By combining the best aspects of various physical and digital sales channels, a unique shopping experience is created for the consumer. In addition, consumers can freely switch from one channel to another, i.e. they can start shopping in one channel and finish it in another. More and more consumers are demanding exactly this freedom from retailers, so the implementation of omnichannel retailing is not easy. Retailers must view channel implementation as a complementary connection of all channels, not separately as is the case in multi-channel retailing. It is necessary to adapt to the market and technological progress and provide consumers with new integrated channels to buy products and services regardless of time or location. There are a number of opportunities, as well as challenges, that omnichannel retailing brings, which retailers need to face. Consumer demands represent one of the most important challenges in omnichannel retailing, because with the growth of digital channels, not only retailers, but also consumers are progressing. The trends of their behaviour are changing, and the paper aims to analyse their channel integration and ways of meeting the demands of modern consumers through the example of the IKEA company. Omnichannel retail is not only about the connection of different channels, but also about recognizing the needs of consumers who expect consistency and a unique shopping experience.