Advertisement

88% Of Shoppers Are Webrooming

RR Interactions imageThe act of webrooming, or the process of researching products online then buying them in store, has become the new norm for today’s connected consumers. In fact, 88% of shoppers regularly webroom while only 76% showroom, according to a recent study from Interactions.

Survey results outlined in the report, titled: The Rise Of Webrooming: A Changing Consumer Landscape, revealed that consumers webroom for a variety of reasons, with price ranking high on the list.

Most consumers (75%) said they webroomed because they believed they could find the lowest prices in-store. But overall, consumers preferred the web for product comparison (72%) and research (71%).

Although researching products and prices online is beneficial, many customers found the in-store browsing experience valuable for seeing a product in person before buying it (68%), and seeking help and advice from an in-store associate during the researching process (41%).

Advertisement

The report also concluded that most shoppers prefer to visit stores for more expensive items, and have a specific spending limit in place while shopping online. Nearly all (88%) shoppers have an online spending limit. While the most popular spending limit for men is $250, women spend an average of $25 online before they decide to visit a store.

Customers also make decisions on where they will shop based on the specific product they are looking to buy. The top three product categories purchased online are computers (49%), electronics (47%) and mobile phones (41%). Shoppers preferred to purchase groceries (89%), appliances (75%) and apparel (70%) in store.

Although the shopping landscape has grown more digital, there are still consumers who have not made a leap into e-Commerce. Roughly 34% of shoppers said they do not feel safe providing payment information to retailers online. However, sentiments on online shopping differed by gender: 41% of women said they do not feel comfortable sharing payment information online, while only 30% of men felt the same way.

Featured Event

Join the Retail Trendcaster Webinar Series to uncover key 2025 retail trends, from AI and personalization to social commerce. Gain expert insights, data-driven predictions, and actionable takeaways to stay ahead in a rapidly evolving market.

Advertisement

Advertisement

Retail Trendcaster Webinar Series
Days
Hours
Minutes
Seconds

Uncovering What’s Next in Retail

March 17-19, 2025  |  Free On-Demand Digital Event

Q1 is a pivotal time for retail, with experts analyzing holiday sales and forecasting trends. Join Retail TouchPoints’ Retail Trendcaster webinar series for insights on consumer spending, AI, personalization, social commerce, and more—helping you focus on what truly matters in 2025.

Brought to you by
Retail TouchPoints
Register Now
Retail TouchPoints is a brand of Emerald X LLC. By clicking the button and submitting information, you acknowledge and agree that your information may be shared with corporate affiliates of Emerald X LLC, and other organizations such as event hosts, speakers, sponsors, and partners. Please read our Privacy Policy and our Terms Of Use for more information on our policies.

Access The Media Kit

Interests:

Access Our Editorial Calendar




If you are downloading this on behalf of a client, please provide the company name and website information below: