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Nearly a third of in-store shoppers buy something immediately after discovering it

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: 31.5% of US shoppers who discovered an item in-store purchased it right away, per an Insider Intelligence survey.

Beyond the chart:

  • This number is higher than shoppers who discovered a product in-store and then made the purchase via retail websites (19.1%) or brand websites (10.4%).
  • Because ecommerce lacks the visual cues of brick-and-mortar retail, it can be difficult for retailers to promote product discovery and encourage impulse buying.
  • Social media is a great tool for ecommerce brands that want to increase product discovery among consumers, especially younger ones—36.6% of US Gen Z social media users report using social media for shopping/product discovery, per our July 2023 survey.

Use this chart:

  • Identify the actions shoppers take in-store after discovering an item.
  • Determine in-store versus online marketing strategies.
  • Understand consumer purchase intent.

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