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The Pandemic's Long term impact
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The nonlinear omnichannel shopping journey
Shoppers rely on digital information, even when they are in the store. When asked about their habits, consumers in each country selected examples that demonstrate they are researching and comparing products across a wide variety of digital screens.
A picture of the omnichannel shopper journey becomes even clearer after comparing the channels that consumers say they use to research and those they use to buy. Some patterns emerge for a majority of shoppers. For example, around 40% of U.S. consumers begin on a retail site and make their final purchase in store. However, the real takeaway for brands and retailers is that consumers report they are likely to use a variety of channels, so you must prepare quality product listings across the digital shelf.
United States
Great Britain
France
Germany
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How shoppers changed their habits in the pandemic
Section 01
How UK shoppers changed their habits in the pandemic
How French shoppers changed their habits in the pandemic
How German shoppers changed their habits in the pandemic
The Paths of Purchase for U.S. Shoppers — From Discovery to Buying
In-store
On a retail site (e.g., Amazon, Walmart.com)
On a retail app (e.g., Wish, Amazon Shopping)
Through a search engine (e.g., Google)
On social media (e.g., Instagram, TikTok, Facebook)
Q4. Where are you most likely to RESEARCH AND COMPARE products before buying?
53%
53% of German shoppers impacted by one or more delays or stock shortages in 2021
52%
52% of UK shoppers impacted by one or more delays or stock shortages in 2021
43%
43% of French shoppers impacted by one or more delays or stock shortages in 2021
Q3. In the last three months, which of the following have you done while shopping online or in-store?
The Touchpoints U.S. Shoppers Use to Get Information
Browse by Country
Checked for print coupons or circulars online more of the time
Compared prices online across several retailers
Checked prices on a digital kiosk in store
Looked up product online while in store
Ordered online and then picked up in store
Used reviews to determine what to purchase
Asked social media connections for advice on what item to buy
Scan a product’s QR code for more information
Used a mobile app to look at a product’s nutrition or eco-score
Used of digital shelf labeling to understand product prices and sales
Where Are You Most Likely to Research and Compare Products Before Buying?
On a brand’s own site (e.g., Nike.com, Apple.com)
Via voice (e.g., Amazon Echo, Google Home, or Siri)
Where Are You Most Likely to Buy a Product?
Through drive services (e.g., order online, pick up in store)
Through a search engine (e.g., Google Shopping)
Q5. Where are you most likely to BUY a product?
While a small portion of consumers said that social media was their primary channel to research or purchase from, a significant number of consumers did buy directly from a social media platform like Instagram or Facebook in the past year.
36%
36% of U.S. shoppers bought directly on a social media channel in 2021
The Nonlinear Omnichannel Shopping Journey
The Value of Building Brand Trust
Shoppers' Product Page Expectations
Survey Methodology
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The Pandemic’s Long-Term Impact
A picture of the omnichannel shopper journey becomes even clearer after comparing the channels that consumers say they use to research and those they use to buy. Some patterns emerge for a majority of shoppers. For example, around 40% of U.S. consumers begin on a retail site and make their final purchase in store. However, the real takeaway for brands and retailers is that consumers report they are likely to use a variety of channels so you must prepare quality product listings across the digital shelf.
The Paths of Purchase for British Shoppers — From Discovery to Buying
The Touchpoints British Shoppers Use to Get Information
37%
37% of British shoppers bought directly on a social media channel in 2021
The Paths of Purchase for French Shoppers — From Discovery to Buying
The Touchpoints French Shoppers Use to Get Information
Where Are Most Likely to Research and Compare Products Before Buying?
Through a search engine (e.g,. Google Shopping)
32%
32% of French shoppers bought directly on a social media channel in 2021
The Paths of Purchase for German Shoppers — From Discovery to Buying
The Touchpoints German Shoppers Use to Get Information
31%
31% of German shoppers bought directly on a social media channel in 2021
