You’ve heard the phrase, “The call is coming from inside the house.” You might know it as a callout of hypocrisy or inner turmoil — or perhaps recognize it for its fear factor.
Here’s a new one, “The purchase is coming from inside the store.” This is when shoppers become the caller (not a murderous entity, à la Black Christmas).
But should this have brands shaking in their boots, or should they learn to embrace mobile shopping?
The answer is an easy yes, as mobile searches are massive drivers of both in-store shopping and overall sales.
Here are the motivations behind mobile searches, the benefits of mobile searching and shopping, the potential drawbacks of in-store experiences, plus tips for brands to create effective omnichannel experiences.
What Are the Drivers of Mobile Search for Shoppers?
Shoppers have questions, and those little rectangles they — and everyone else — are so attached to have answers.
According to Think With Google, there are three main drivers of mobile search for shoppers (generally) before they hit stores. They want help with:
- Inspiring their purchase;
- Planning their trip to the store; and
- Narrowing down their purchase options.
And, as these mobile searches continue to rise, consumers are increasingly shopping on their mobile phones inside stores. They’re also practicing related behaviors: webrooming and showrooming.
Webrooming: The Online Search Before They Purchase In-Store
Webrooming is when a shopper searches for a product online — and then goes to a physical retail store to buy it. According to Salsify’s upcoming “2025 Consumer Research” report, 67% of shoppers are guilty of webrooming.
Showrooming: The In-Store Search Before They Purchase Online
Showrooming is when a shopper goes to a physical retail store to check out a product in person — before buying it online. According to Salsify research, 63% of shoppers are guilty of showrooming.
Quite often, these shoppers don’t even leave the store before they make the purchase: 30% of shoppers used a smartphone to purchase a product while shopping in a physical store, according to Salsify research.
Even when pre-shopping mobile searches provide promising evidence to head to the store, shoppers enjoy other online shopping benefits.
According to Salsify research, the top motivations include convenience, wider product availability and selection, product research for informed buying decisions, and more.
It’s also worth noting that shopping has shifted to a more passive, ambient activity that shoppers do almost constantly. A massive reason why? The mobility and accessibility of online and mobile shopping.
Benefits of Mobile Search and Mobile Shopping for Shoppers
Mobile search and mobile shopping’s benefits directly correlate with the drivers of mobile search — it’s all about inspiration, planning, and decision-making.
1. Shoppers Can Access More Inspiration Before They Purchase
Of online shopping, it was perhaps said best by a baby boomer surveyed in Salsify’s upcoming research report, “I like that recommendations pop up that I would never have thought of. I find that very cool when buying gifts for the holidays, and I don't know what to get people. But the internet always has good ideas!"
Think With Google’s piece echoes shoppers’ love of “finding inspiration,” as well as recommendations for their buy in one fell swoop when mobile searching.
According to Salsify’s 2024 holiday consumer research, three of the top four gift inspiration sources are online, including online marketplaces (e.g., Amazon, eBay), search engines like Google, and social media.
The top source of gift inspiration, however? Physical retail stores. This makes the case that shoppers might be looking for gifts in physical and digital aisles on their mobile devices at the same time.
2. Shoppers Can Plan Their Shopping Trips More Effectively
Convenience (71%) and better pricing (64%) are the top reasons why shoppers decided to make a purchase online versus in a brick-and-mortar store, according to Salsify consumer research.
Mobile searches before heading to the store — or even in-aisle with product locators — can help shoppers plan their shopping trips more effectively. They’ll not only find the product, but they’ll hopefully snag the best deal.
A millennial shopper who responded to Salsify’s survey has faith in finding the product they’re looking for if they search online: "I'm always able to find what I need because someone has it in stock online — even if it's out-of-stock in a brick-and-mortar store."
Even so, Think With Google notes that “41% of shoppers wish retailers would do a better job of sharing inventory information.”
Mobile searches, therefore, offer an easier (but not foolproof) way to find products in stock and can limit unsuccessful trips to the store.
A Gen X shopper who responded to Salsify’s survey reported, "Online shopping offers a wider variety than retail stores, as well as customer reviews and (often) better prices."
In other words, mobile shopping allows shoppers to see what’s out there while being in-store. It can either confirm they’ve found the best option on the shelf before them or they’re better off taking their business elsewhere.
3. Shoppers Can (Hopefully) Narrow Down Their Purchase
Emphasis on hopefully. Why? Depending on what a shopper is searching for and where, there’s often a dizzying amount of product information available online.
However, with (hopefully) personalized experiences in the palm of their hand, searching on a mobile device, even in aisle, can help ensure shoppers have made the right decision.
Online shopping, according to shoppers, boasts better product content (37%); easy product comparisons (35%); customer ratings and reviews (35%); and personalized product recommendations (13%), according to Salsify consumer research.
This is especially true if shoppers have a limited selection on physical shelves near them.
One millennial surveyee shared their dislike for the settling that can come with solely in-store shopping, "I like that I can find exactly what I am looking for {online} without having to settle for what is convenient.”
A Gen X shopper shared, “There's such a wide range of items available online compared to a limited range in my city. Also, I love handcrafted items and unique designs."
What Information Does Mobile Search Provide That In-Store Experiences Lack?
Mobile search fulfills many needs, notably, product discovery: 57% of shoppers discover new products on online marketplaces, 55% do so on search engines, and 51% do so from social media (e.g., Instagram, TikTok, YouTube) per Salsify consumer research.
Sure, it’s easy to wander around a physical store and find new items — but there’s a limit to how much physical shelves can stock. Shelves (and products) can’t always speak for themselves, either, when it comes to providing recommendations or crucial product features.
But shoppers rely on their mobile phones for more than just product and brand information. According to Think With Google, they want their device to hand-deliver everything they need to know for their shopping experience and localize it to them. They expect details like:
- Store hours;
- Directions;
- Wait times;
- Contact information; and
- Availability.
Because of the localization that mobile search offers, phrases that include “near me” continue to dominate. There are more than 1.5 billion “near me” searches per month, and 82% of smartphone shoppers use “near me” searches, per RedLocalSEO.
As a brand, this doesn’t mean you should plug “near me” next to your product titles and descriptions and expect a surge in sales.
Instead, it’s important to keep your product information compelling and complete across all of your channels and closely collaborate with your retail partners so that your listings are always up to date.
3 Tips for Brands for Creating Cohesive, Omnichannel Shopping Experiences
With omnichannel shopping experiences, there’s as good of a chance as any that shoppers can buy — or not buy — your products from any channel they find you on. Here’s how to help secure sales whether the purchase happens in-store, in-store on a mobile device, or elsewhere.
1. Bring Digital Experiences In-Store
Shoppers likely aren’t experiencing your products on just one channel before they decide — especially if they haven’t bought from your brand before. To secure their sales in-store, you have to have a beautiful shelf presence.
However, the state of physical retail stores isn’t always predictable. You can add some security by offering QR codes on your product or displays that offer reviews, tutorials, and related content to help make shoppers’ decisions easier and motivate them to purchase — especially if they’re reluctant to ask for help from a salesperson who may also provide inconsistent results.
2. Want To See Shoppers In Person? Make It Worth Their While
If you’re trying to rekindle the magic of in-store shopping with your audience, you have to make it worth shoppers’ while to visit your products in-store. This can mean exclusive events, discounts, or deals with your favorite retail partners.
A baby boomer shopper applauded online shopping for its accessibility, "My mobility is limited, and online shopping makes it possible to purchase things I need when I am unable to go out."
Being mindful and considerate of your shoppers’ well-being — and offering experiences like expedited delivery or curbside pick-up — can be especially valuable for driving loyalty.
3. Be Part of the Conversation
How do you compel shoppers to want to get to know your brand and your products? You create buzz, and you’re part of the conversation across channels. This means leaning into social commerce — not just as an afterthought, but as a critical element of your strategy.
This could mean leveraging influencer marketing or calling upon satisfied customers to create user-generated content (UGC) for you to share.
Being part of the conversation also means showing up more in search. You have to bulk up your product pages with enhanced content to make shoppers’ decisions easier. Include those reviews, comparison charts, how-tos, and FAQs to capture those curious customers asking pointed questions about your brand and your products.
Understanding the Modern Mobile Shopper
The mantra of the modern mobile shopper might as well be, “Products move pretty fast, you don't stop and look at your mobile device once in a while, you could miss them,” (or whatever Ferris Bueller said).
Winning the sale online or in-store won’t happen without empowering shoppers with the information they’re searching for — recommendations, reviews, availability, and the best prices.
What Is Enhanced Product Content?
Learn why 87% of shoppers rate enhanced product content as helpful — and how your product detail pages (PDPs) can be all the better for it.
VIEW GUIDE.svg)
