Consumers in North America show a clear preference for blending shopping channels. Many shift between online stores, brick‑and‑mortar outlets, mobile apps, and marketplaces, creating a multi‑channel shopping pattern. In a recent study reviewed by industry observers, about a quarter of respondents report buying in at least one category exclusively online. Roughly half combine online and offline channels for the same category, while around 29% rely entirely on offline shopping. This reflects how buyers in larger markets use different paths to reach the same product category.
Channel choices depend on the product type. For instance, groceries are still mostly purchased offline, yet apparel, home gadgets, and electronics are increasingly bought online. A sizable portion of shoppers, around one third, prefer to shop through online stores run by manufacturers or retailers themselves. For some segments, direct online shopping is the sole preferred channel, particularly for pharmaceuticals and eyewear, home appliances and electronics, and furniture. In marketplaces alone, an average of 13% of consumers buy across at least one category, with clothing and footwear (68%) and household chemicals and hygiene products (58%) leading the way in marketplace interest.
Before making a purchase, about 63% of respondents research the product online. They compare prices, identify the best options, and decide on a brand or store. This information‑seeking behavior is especially common among buyers of home electronics (80%), furniture (71%), and clothing, shoes, and accessories (68%). Roughly half of online researchers use search engines or mapping services (46%), marketplaces (51%), and review sites (21%). A smaller share consult video sites (13%), messaging channel newsletters (11%), or article collections (10%).
Brand loyalty plays a significant role in choosing where to buy. A majority of online shoppers, about 61%, say brand reputation matters in their purchase decisions. This emphasis is even stronger among food buyers (69%) and home electronics buyers (67%). About two‑thirds (68%) of shoppers who are open to new or unfamiliar brands still lean toward a trusted brand when selecting products.
At checkout, nearly half of buyers use a mobile device, with usage higher in some categories. For example, 55% of apparel buyers and 52% of home appliance purchasers complete their purchases on mobile devices. This mobile checkout momentum highlights the importance of a seamless mobile experience for all retailers seeking strong online performance.
Experts note that shoppers rely on diverse sources during information gathering. They may visit a company’s own site, explore marketplaces, search social networks, or consult geolocated review services. Consumers often encounter additional questions during the decision process, and providing easy ways to ask questions and engage directly with the brand becomes a key differentiator for high service levels and the value of owning an online presence. A knowledgeable approach to customer questions and clear brand communication can significantly influence conversion and trust in today’s competitive landscape.
Retail analysts emphasize the need for coherent omnichannel strategies. Integrating product information, price visibility, and customer support across online platforms, mobile apps, and physical stores helps shoppers feel confident at every touchpoint. This alignment supports faster decision making and reduces friction at the moment of purchase, contributing to higher satisfaction and repeat business.
In today’s market, proactive brands maintain a consistent message across channels, ensure accurate product details, and offer responsive customer service. When customers can access reliable information quickly and easily, they are more likely to complete a purchase and return for future needs. Ultimately, the most successful retailers enable shoppers to move effortlessly between online and offline channels, choosing the path that best fits their momentary needs and preferences.