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Showrooming is a consumer behavior phenomenon in which shoppers visit physical retail stores to evaluate products or services in person before making purchases online, leveraging offline touchpoints for product discovery, trial, and comparison before engaging in digital transactions. In academia, showrooming is studied within the fields of consumer behavior, retail analytics, and digital commerce. Researchers investigate showrooming behaviors, motivations, and outcomes, such as showrooming versus webrooming tendencies, showrooming versus webrooming motivations, and showrooming versus webrooming outcomes, to understand the role of offline retail environments in influencing consumer purchase decisions and shaping omnichannel shopping journeys. Showrooming reflects consumers’ desire for hands-on experiences, expert advice, and social validation associated with physical retail interactions, as well as their preference for online channels for price transparency, product variety, and convenience in purchasing decisions. By recognizing showrooming trends and preferences, retailers can implement showrooming-friendly strategies, such as price matching, experiential retailing, and showroom exclusives, to enhance in-store experiences, build brand loyalty, and drive customer engagement while addressing showrooming challenges and retaining offline sales in competitive digital markets. Academic studies on showrooming also explore its impact on retail foot traffic, store performance metrics, and omnichannel sales attribution, as well as opportunities for store layout optimization, product assortment planning, and customer engagement technologies to enrich offline shopping experiences and integrate offline and online touchpoints seamlessly in omnichannel retailing environments.

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