Forecast Report

Forrester Data: Showrooming Forecast, 2016 To 2021 (EU-7)

ForecastView Spreadsheet

September 15th, 2016
Michael O'Grady, Principal Forecast Analyst
Michael O'Grady Principal Forecast Analyst
With contributors:
Vikram Sehgal , Sanjeev Kumar

Summary

Retailers are increasingly reconfiguring their physical stores to support multichannel consumers. Offline research impacts three-quarters of EU-7 online sales, amounting to €126 billion in 2015. By 2021, online research will affect more sales than offline research for toys, household appliances, consumer electronics, computers, books, and video games. The report analyzes the share of category-specific online sales that offline research impacts, as well the share of retail sales that both online and offline factors influence.

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