At the time of the survey, 54% of consumers said that over the next year they’re likely to look at a product online and buy it in-store.
Forrester Consulting conducted the study on behalf of Shopify. The survey covered consumers and businesses in Australia, Canada, France, Germany, India, Italy, Japan, the Netherlands, New Zealand, the United Kingdom, and the United States. The study included 12,000 global adult consumers who have made an online purchase in the last year, and 350 commerce strategy and decision makers at consumer packaged goods and retail companies that generate at least $500,000 in annual online revenue.
The statistic matters because it highlights the continuing importance of physical stores in the age of e-commerce. Despite the convenience of online shopping, a significant majority of consumers still value the in-store experience. This suggests that businesses should invest in creating engaging and seamless shopping experiences across both online and offline channels to cater to customer preferences and optimize sales.
