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Key stat: 31.5% of US shoppers who discovered an item in-store purchased it right away, per an Insider Intelligence survey.

Beyond the chart:

• This number is higher than shoppers who discovered a product in-store and then made the purchase via retail websites (19.1%) or brand websites (10.4%).
• Because ecommerce lacks the visual cues of brick-and-mortar retail, it can be difficult for retailers to promote product discovery and encourage impulse buying.
• Social media is a great tool for ecommerce brands that want to increase product discovery among consumers, especially younger ones—36.6% of US Gen Z social media users report using social media for shopping/product discovery, per our July 2023 survey.

Use this chart:

• Identify the actions shoppers take in-store after discovering an item.
• Determine in-store versus online marketing strategies.
• Understand consumer purchase intent.

More like this:

• The power of affiliate marketing: Why gift guides are everywhere this year
• 3 ways brands can adapt to Gen Z’s evolving shopping habits
• How Gen Z evaluates new brands and products
• Path to Purchase 2023 (Insider Intelligence subscription required)