Aside from inventory issues and transaction times, price disparities between a retailer’s channels are enough to cause shoppers to desert an in-store purchase, finds a new report from Astound Commerce.
According to the March 2018 survey, 53% of US fashion shoppers said they’ve walked out of a brick-and-mortar store empty-handed because the price didn’t match what was listed online.
While Astound Commerce's report didn't look at what happened after a shopper becomes aware of the price difference and leaves the store, it's safe to assume that if a transaction eventually did occur, it likely happened online, where the product was sold for less money.
According to a Morning Consult survey, also from March 2018, 45% of US internet users think it’s better to shop digitally than in-store when looking for low-cost options, putting ecommerce sellers at an advantage over physical stores.
Ecommerce, however, is similarly affected by shoppers browsing for the best deal, which can lead to online cart abandonment.