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.

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.

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