Although the popularity of shopping via digital channels has become increasingly popular, shopping in-store continues to be an important component of the purchase process. Consumers are still opting for in-store purchases over online, however, when repeat purchases are made, consumers tend to shift to the ease and convenience of online marketplaces (i.e. Amazon).

A recent study of 6,000 shoppers from Publicis.Sapient and Salesforce revealed that 87% begin the purchase process online, up from 71% in 2017. Additionally, 50% of shoppers conduct their first purchase via a retailer, but 47% of repeat purchases happen on marketplaces, like Amazon.

The data also revealed that 71% of shoppers prefer to leave a store with a product in-hand, suggesting an in-store customer is very likely to purchase. But once comfortable with a product, repeat purchases of the same or similar products tend to move online because of the ease and convenience enabled by online buying.

The data comes from a Publicis.Sapient and Salesforce study, 2018 “Shopper-First Retailing,” n=6,000 people from 6 countries. To access the graphic above, click here.