SHOPPING CHANNELS
Buying Online
Learn how, when and why shoppers are clicking "Add to Cart" instead of heading to the store. Additionally,
While in-store shopping maintains a significant edge over over e-commerce in terms of overall retail sales, a majority of shoppers are shifting online in more categories.
In the last 12 months, 73% of consumers have purchased items online that they previously only or mostly ever bought in store, up from 66% last year.
In the last 12 months, have you purchased items online that you previously only or mostly ever bought in store?
FIGURE 2
The categories with the largest shifts to online (percentage of shoppers using this channel):
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Clothing & Accessories
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Health & Personal Care
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Beauty, Cosmetics & Fragrance
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Packaged Groceries
FIGURE 3
Consumers often choose how they shop based on what they’re shopping for. See below for a breakdown of how frequently shoppers buy online for these product types.
How Often Shoppers Purchase Items Online Across Categories:
FIGURE 4
Holiday Shopping
Shopping habits often shift with the seasons. Read on to learn how consumers plan to shop for others this holiday season.
Online purchases are growing as a share of overall holiday retail, and that's expected to be no different in 2024.
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of consumers plan to complete more of their holiday shopping online this year compared to last year.
The percentage of shoppers planning to do ALL of their holiday shopping online doubled this year:
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