GR.EC.A.: 7 in 10 Buy in a Physical Store After Researching Online First
GR.EC.A.’s E-commerce Research shows that the distinction between an “online customer” and a “physical-store customer” is becoming increasingly less meaningful.
Consumers now move between both environments within the same purchasing journey.
According to the study:
- 8 in 10 e-shoppers visited a physical store before completing an online purchase.
- 7 in 10 made a purchase in a physical store after researching online first.
Online and offline are increasingly part of one connected customer experience.
Online Presence Also Influences Physical Purchases
A customer may first hear about a business from a friend.
They may see it on Instagram.
They may simply walk past the store.
Before visiting or calling, however, they are very likely to check online:
- Google,
- the website,
- reviews,
- photos,
- opening hours,
- services,
- location,
- contact options.
This means the quality of a business’s online presence does not only affect online sales.
It can directly influence whether someone eventually visits a physical location.
Trust Comes Before the Lowest Price
Another important finding is that 55% of consumers say they would not buy from an online store they do not trust, even if it offered a lower price.
Trust is built through practical signals:
- clear information,
- easy access to customer support,
- transparent policies,
- secure payments,
- genuine reviews,
- a consistent professional presence.
Design alone does not create trust.
However, it can significantly influence the first impression.
Google, the Website and the Physical Business Must Be Consistent
For a local business, the fundamentals are straightforward:
- an accurate Google Business Profile,
- up-to-date opening hours and contact details,
- professional photography,
- a website that quickly explains what the business offers,
- an easy way to make contact,
- consistent information across Google, the website and social media.
Online presence is no longer something separate from the physical business.
It is often the place where the customer decides whether to take the next step.