Summary
After 12 years of online retail in Europe, the Internet has become a core part of the purchase journey for Europeans. Forrester has analyzed the shopping behaviors of European adults and created a segmentation that reflects which channels and digital touchpoints consumers use as they buy. Today there are more Europeans who purchase across multiple channels than single-channel shoppers, and consumers are adding touchpoints — digital ones — to their journey by the day. Changing consumer behavior demands that eBusiness strategy executives adjust their approach to put digital at the heart of their increasingly digital touchpoint strategies.
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