Retailer websites rule the path to purchase, but in-store shopping endures

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Key stat: Over half of US and UK adults research and buy products online via a retailer’s website, per Coveo. More than a third (37%) take a slightly different approach, researching products on a retailer’s website but waiting to buy them in a physical store.

Beyond the chart:

• The shopping journey is not always a direct line from discovery to purchase. Customers may jump from one channel to another or take days (sometimes longer) to finally make the purchase.
• Because consumers rely heavily on retailer websites for product information, it’s imperative that retailers provide robust product descriptions, accurate stock availability information, and customer reviews.

Use this chart:

• Allocate marketing dollars to in-store retail media formats.
• Explain why an omnichannel strategy is a must-have.

More like this:

• Walmart’s strengths lie in grocery, retail media, but fulfillment spells an opportunity
• 3 ways retailers like Walmart, Target, and Costco use private label to keep costs down, build brand loyalty
• TikTok bets big on livestream commerce, aims for $20B in global sales
• How Ikea innovates to keep up with an expanding ecommerce market

More Chart of the Day:

• 6/15 - Direct-to-success
• 6/14 - Buyers without borders
• 6/13 - Top of the funnel to you
• 6/12 - YouTube’s retail rush
• 6/9 - Make it discount

Methodology: Data is from the May 2023 Coveo report titled "Ecommerce Relevance Report 2023: Privacy vs. Personalization." 4,000 UK and US adults ages 18+ were surveyed online during January 12-25, 2023.