US online adults place high importance on checking product availability online before visiting a local store, per Forrester’s May 2024 data. Three-quarters say it’s important for brands and retailers to offer in-store product availability on their website. Brands and retailers should leverage their order management system (OMS) to keep customer-facing selling channels updated with the latest inventory availability. Doing so will streamline the site search process, drive online purchases, and increase foot traffic in stores. This is a snapshot of Forrester’s data on consumer preferences when shopping online.