Path to Purchase 2023

How Digital Channels Stack Up Against the Power of the Store

Report by Blake Droesch  | UPDATED: Sep 19, 2024
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Executive Summary
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Table of Contents
Executive Summary
Product discovery: How digital channels stack up against the physical store
Consideration: All roads lead to search
Conversion: Digital makes strong headway in purchase of new brands and products
Methodology
Media Gallery
About This Report
How do consumers discover, evaluate, and purchase new brands and products?
Topics
Retail Sales
Retail Categories
US
Table of Contents
Executive Summary
Product discovery: How digital channels stack up against the physical store
Consideration: All roads lead to search
Conversion: Digital makes strong headway in purchase of new brands and products
Methodology
Media Gallery

Digital media and ecommerce have had a transformative impact on the path to purchase. But the physical store is still highly influential, even in product categories where ecommerce accounts for a large percentage of sales.

Key Question: How do consumers discover, evaluate, and purchase new brands and products?

More Than 31% of Shoppers Who Made an In-Store Discovery Purchased the Item Right Away (% of US shoppers*, Sep 2023)
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KEY STAT: After discovering a new brand or product while browsing in-store, 31.5% of shoppers immediately purchase the item, compared with 19.1% on retail sites and 10.4% on brand sites.

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Table of Contents

  1. Executive Summary
  2. Product discovery: How digital channels stack up against the physical store
  1. Consideration: All roads lead to search
  2. Conversion: Digital makes strong headway in purchase of new brands and products
  1. Methodology
  2. Media Gallery

Charts in This Report

More Than 31% of Shoppers Who Made an In-Store Discovery Purchased the Item Right Away (% of US shoppers*, Sep 2023)Shoppers Are Most Likely to Discover New Products In Stores in Nearly Every Category (% of US category shoppers*, Sep 2023)
In-Store Discovery Is Still Popular in Ecommerce-Mature Categories, Like Clothing (% of US in-store shoppers*, Sep 2023)Nearly 20% of Shoppers Who Discovered a Brand or Product on a Retail Site Purchased It Right Away (% of US online retail and brand shoppers*, Sep 2023)
Shoppers Tend to Purchase New Brands/Products Both In-Store and Online (% of US category shoppers*, Sep 2023)Shoppers Are Most Likely to Purchase New Accessories Directly on Social Media (% of US product category shoppers*, Sep 2023)

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First Published on Nov 6, 2023

authors

Blake Droesch

Contributors

Sky Canaves
Principal Analyst
Suzy Davidkhanian
VP, Content
Na Li
Director, Primary Research
Amy Rotondo
Director, US Research