More Shop Online Before Buying Offline

• Posted: Monday, May 14, 2007
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• Author: pradhana
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• Filed under: e-Commerce, Online Services

Consumers who research goods online before buying them offline will spend $1.1 trillion in 2012, up from $390 billion in 2006, according to Forrester Research's "The Web's Impact on In-Store Sales: US Cross-Channel Sales Forecast, 2006 to 2012" report.

The firm estimates that such cross-channel sales will grow 17% per year over the next five years and will account for 38% of total retail sales, up from 16% in 2006.

That is greater than the overall e-commerce growth rate, which Forrester estimates at 13% over the next five years.

Just over half of online shoppers surveyed had researched a product online and then purchased it at a retail store during the previous three months, up from 43% who had in 2004.

Only 57% of cross-channel shoppers bought from the retailer they researched online. Those who made the purchase at a different store usually did so because they found a better price. [eMarketer]

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