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The influence of digital on all retail purchases is 3X larger than the traditional eComm sales penetration figures most brands use as a basis for investment.
Our 2025 study surveyed 4,000 household decision-makers across four markets:
What's new in this year's study?
Beyond digital’s influence, we aimed to uncover how shoppers search, navigate and buy online.
% of shoppers influenced by digital touchpoints
eComm is much bigger than online conversion; it’s now the foundation of product discovery and brand credibility.
* In this study, 'digital touchpoints' covers DTC websites, internet search engines, retailer websites (mobile and desktop), retailer apps & social media.
% of Gen Z and Millennial shoppers that will order online if a product is out of stock in-store
(1.5x more than Gen X and Boomers)
Brands with a strong digital shelf presence and an eye on their omnichannel inventory actually boost their odds of retaining the sale.
Shoppers that avoid trying a new product if it has bad ratings and reviews
After all the effort and investment to drive a purchase, whether in-store or online, negative reviews — or no reviews at all — can derail conversion.
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