Nearly a quarter of consumers research products online before buying it in-store

Key stat: Nearly a quarter (23%) of US adults say they research a product online and purchase it in-store, according to a November 2023 survey by ESW.

Beyond the chart:

• 67% of US social media users are at least somewhat likely to research a product on social media before making a purchase, per March 2024 data by IZEA.
• Although US social commerce spending is expected to rise 23.5% this year to $82.82 billion, consumers still have reservations about the trustworthiness of the channel.
• This may push more consumers to complete their purchase in-store, where they can feel its quality, avoid counterfeits, and try it on.

Use this chart:

• Support the need for an omnichannel retail and marketing strategy.
• Prove the value of diverse digital content that goes beyond product listings, such as influencer videos.

More like this:

• Shoppers want AI to help with product research and customer service
• Most social media users research on social platforms before making a purchase
• Physical stores have more influence than any single digital channel in driving fashion discovery
• How consumers find new brands and products on social media, marketplaces, and brick-and-mortar retail in 5 charts

Note: Data was provided to EMARKETER by ESW.

Methodology: Data is from an April 2024 ESW survey. 18,679 adults 18+ worldwide were surveyed online during October 31-November 14, 2023.