More consumers may be shopping digitally, but many purchases—ranging from food and beverage to home furniture—still happen in-store, according to "The eMarketer Ecommerce Insights Report," conducted by Bizrate Insights in March 2018.
For the most part, the study found that consumers shop for a variety of grocery-related items in-store. For example, roughly 96% of US internet users said they primarily shop for food and beverages at physical locations. And the same goes for products like household cleaning supplies, paper and plastic products, and personal care and hygiene products.
In fact, across the various categories mentioned, in-store shopping was still preferred for most.
But there are certain categories—like clothing, footwear and personal accessories, as well as consumer electronics—where more consumers tend to shop digitally. Some 43.0% of respondents said they predominantly buy consumer electronics online, and that number isn't too far off from those who shop the same category in-store (49.6%). Similarly, 41.2% of US internet users favor digital shopping for clothing, while 58.1% prefer brick-and-mortar locations.
But these findings aren't too surprising. Consumers are likely more comfortable shopping for clothes and consumer electronics online compared with food/beverages for a number of reasons, primarily because they can scour the web to find the best price. For simple things like buying chicken or avocados, that amount of research isn't necessary.