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Showrooming Impacts Three-Quarters Of Online Sales In The EU-7 In 2016

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November 17, 2016

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Why Read This Brief

Retailers are increasingly reconfiguring their physical stores to support multichannel shoppers. Offline research impacts three-quarters of EU-7 online sales, or €126 billion in 2015. Reverse-showrooming, where shoppers buy at a physical store following online research, is even more commonplace. Price is the overriding factor that drives showrooming behavior. Although offline research remains dominant over online research, by 2021, online research will impact more sales than offline research for toys, household appliances, computers, books, and video games. This report analyzes the factors that contribute to offline influence and the implications for multichannel retailers.

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