This chart shows what people bought online vs in-store back in 2017. Even then, groceries, furniture, and home goods were still strongly in-person buys. Fast forward to now, and those lines have definitely shifted, but the insight holds: buying behavior depends on the type of product.
Marketing analysis
Shoppers go online for convenience (books, games, electronics) and in-store for sensory or complex purchases (groceries, furniture, beauty). Smart marketers match their channel strategy to how people feel about buying that thing.
Why it works
- Online wins when trust, price comparison, and convenience matter most
- In-store wins where touch, smell, or fitting are part of the experience
- The best brands blur lines: digital tools + physical touchpoints
- Channel strategy = customer mindset strategy
Examples
- Amazon dominates books (60% online preference)
- Sephora lets you try in-store, then buy online with loyalty perks
- IKEA offers AR “place it in your room” features before buying in-store
- Walmart merged online grocery orders with curbside pickup for hybrid shoppers
Analyzed by Swipebot
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