Digital Marketing Statistics & Metrics

54% of Online Shoppers Are Visiting E-Commerce Sites to Buy Something Specific, 2018 | NRF

E-Commerce & Retail | Global

Consumers want retail to be fast, simple and efficient. Whether shopping online or in a store, consumers are more likely to visit a retailer because they are looking for something specific rather than just to browse. This is particularly true for bricks-and-mortar.

Take a glance at the in-store & online shoppers attitudes:

  • 73% of surveyed in-store shoppers mentioned that they visit stores to buy something specific while only 27% said that they are visiting stores just to browse.
  • 54% of surveyed online shoppers indicated that they visit e-commerce sites to buy something specific while 46% reported they are just browsing.
Consumes Behaviour When Visiting Stores or Shopping Online, 2018

A Graph Shows Consumers Behaviour When Visiting Stores or Shopping Online, 2018.


Founded in 1991 and based in Washington, D.C., the National Retail Federation (NRF) is the world’s largest retail trade association. NRF represents discount and department stores, home goods and specialty stores, Main Street merchants, grocers, wholesalers, chain restaurants and also Internet retailers within the United States and over 45 countries around the whole world. As retail is the nation’s largest private-sector employer, it supports one in four the US. jobs and it contributes $2.6 trillion to the annual GDP.

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