Path to Purchase 2023

How Digital Channels Stack Up Against the Power of the Store

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?

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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First Published on Nov 6, 2023


Blake Droesch


Sky Canaves
Senior Analyst, Retail & Ecommerce
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Na Li
Director, Primary Research
Amy Rotondo
Director, US Research