More than 80% of shoppers made their last purchase in a store, but half said they would purchase online next time, according to IBM’s recent study.
The study also highlights the global trend of “showrooming” where shoppers examine products in store, but purchase the item online. In China, 26% of shoppers admitted to showrooming, compared to 13% of shoppers in India and 7% of shoppers in the U.S.
In-store purchases still make up the majority of sales, but online purchases are increasing at a faster rate. In fact, nearly 25% of shoppers surveyed had intended to buy in store, but ultimately purchased online, mainly due to price and convenience.
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