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Retailer websites rule the path to purchase, but in-store shopping endures

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: Over half of US and UK adults research and buy products online via a retailer’s website, per Coveo. More than a third (37%) take a slightly different approach, researching products on a retailer’s website but waiting to buy them in a physical store.

Beyond the chart:

  • The shopping journey is not always a direct line from discovery to purchase. Customers may jump from one channel to another or take days (sometimes longer) to finally make the purchase.
  • Because consumers rely heavily on retailer websites for product information, it’s imperative that retailers provide robust product descriptions, accurate stock availability information, and customer reviews.

Use this chart:

  • Allocate marketing dollars to in-store retail media formats.
  • Explain why an omnichannel strategy is a must-have.

More like this:

More Chart of the Day:

Methodology: Data is from the May 2023 Coveo report titled "Ecommerce Relevance Report 2023: Privacy vs. Personalization." 4,000 UK and US adults ages 18+ were surveyed online during January 12-25, 2023.