Demystifying the online shopper: 10 myths of multichannel retailing

February 2013
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Demystifying the online shopper: 10 myths of multichannel retailing

At a glance

According to a recent report from PwC, digital technology continues to reshape the way companies and consumers interact, but social media is not replacing the in-store shopping experience. Among the findings, 45 percent of consumers continue to shop in a physical store daily or weekly.

While digital technology continues to reshape the way companies and consumers interact, social media is not replacing the in-store shopping experience. This global survey of more than 11,000 shoppers debunks the conventional wisdom about online consumer behavior, and helps companies better measure their approach to multichannel retailing.

Shoppers today have access to multiple channels throughout their shopping experience, with many resources available before making their final purchase decisions. According to the report, 49 percent of survey participants said they use social media every day, but only 12 percent are using social platforms to shop. Instead, a significant 59 percent use social media to follow, discover and give feedback on brands and retailers. The survey found that social media is not a major traffic driver to online stores, as 45 percent of consumers continue to shop in a physical store daily or weekly