Showrooming occurs when customers visit a physical store to explore products but complete their purchase online. This behavior reflects the increasing integration of digital and physical shopping experiences. Understanding showrooming helps retailers adapt their strategies, improve customer engagement, and create more connected omnichannel experiences that support customer needs throughout the buying journey.
The true impact of showrooming
We surveyed shoppers to uncover the true impact of the phenomenon known as showrooming.
Billions of pounds of sales ‘up for grabs’ over Christmas as a result of showrooming.
This story has also been featured on the BBC.
During the run up to Christmas we surveyed shoppers to uncover the true impact of the phenomenon known as showrooming, where consumers visit a physical store when shopping for a product, before checking to see if they can get a better price online.
Our research showed that around a quarter of all UK shoppers used their mobile in a store to compare prices elsewhere in the run-up to Christmas.
Unlike other recent studies on showrooming, we also gathered data on how consumers acted, once they’d compared prices by mobile, with 40% saying they bought elsewhere as a direct result of showrooming.
Research highlights included:
24% of all UK shoppers ‘showroomed’ in the lead-up to Xmas 2012.
40% of showroomers (or 1 in 10 of all shoppers) say they bought items from a competitor – either in-store or online – after comparing prices via their mobile when visiting a store.
39% of 18-39 year olds surveyed said that they actively engaged in showrooming over the Xmas period (compared to just 18% of shoppers over the age of 40).
A 10% sales ‘leakage’ from showrooming activities would have meant that around £500m** of sales were switched between retailers in the final weekend before Xmas alone.
Over 20% of people say they went into a store just to check out something they planned to buy online.
Our research uncovers the true impact of showrooming on the UK High Street over the Christmas period. It shows that 1 in 10 shoppers switched purchases from one retailer to another as a direct result of showrooming. Or put another way, half a billion pounds of business walked out of the door to a competitor.
The age profile data is especially interesting, with younger, more smart-phone savvy shoppers being far more active showroomers than the older generation. This suggests that showrooming is here to stay, and set to grow. The High Street needs to find ways of accommodating and embracing showrooming as part of the modern-day shopping process.
Actions can range from price-matching policies, offering a checkout and delivery experience that is slicker than going elsewhere, and better integration of their online and offline customer experiences.
**Based on British Retail Consortium, data of £5bn spent High Street spending over weekend before Xmas (“Estimated that £5bn will have been spent in Britain’s shops over the weekend, as millions of people stocked up on food, drink and presents).
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The true impact of showrooming - FAQs
Consumers now have access to product information, pricing comparisons, reviews, and alternatives directly from their smartphones. This empowers customers to make more informed decisions and increases expectations for convenience and transparency. Retailers must respond by providing value beyond product availability and creating experiences that encourage customer loyalty.
While showrooming is often viewed as a threat to store sales, it can also create opportunities. Physical stores play an important role in helping customers interact with products and build confidence before purchase. Retailers that integrate digital and physical channels effectively can use showrooming as part of a broader customer journey rather than viewing it solely as lost revenue.
Retailers can address showrooming by improving in-store experiences, offering exclusive services, enhancing customer support, and creating seamless omnichannel journeys. Features such as click-and-collect, personalized recommendations, loyalty programs, and digital assistance can encourage customers to remain engaged with the brand regardless of where the purchase occurs.
Customers no longer think in terms of channels. They expect a connected experience whether they are browsing online, visiting a store, using a mobile app, or interacting with customer service. Omnichannel strategies help retailers create consistency and convenience, leading to stronger customer relationships and improved business performance.
Content that explains customer behavior trends, retail challenges, and omnichannel strategies addresses common search queries and decision-making needs. By providing authoritative insights and practical guidance, retailers can strengthen topical authority and improve visibility in search engines, AI-generated answers, and industry-specific research queries.