# The 2025 Digitally Influenced Shopper Report

Why digital is the doorway to all retail sales

## Digital isn’t just a channel; it’s the doorway to most purchase decisions

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.

|  | Online sales | In-store sales | Digitally-influenced reality | In-store sales (digitally influenced) | In-store sales ( **not** digitally influenced) |
|----------|--------------|----------------|-------------------------------|---------------------------|-----------------------------|
| Traditional view | | | | | |

#### We set out to help eCommerce leaders quantify the hidden impact of digital touchpoints — like the digital shelf — on all retail sales.

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.

Changing spending habits

Adopting AI chat assistants

Navigating retailer sites

Adding products to cart through search

## We learned that...

#### Digital touchpoints* drive purchases online, in-store and across all categories

% of shoppers influenced by digital touchpoints

| Market | Influence |
|--------|-----------|
| Shoppers | 64% |
| Shoppers | 58% |
| Shoppers | 53% |
| Shoppers | 60% |

So what?

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.

#### Younger shoppers turn to the digital shelf when they can’t find the product on the physical shelf

% 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)

| Group | % of shoppers |
|-------|----------------|
| Gen Z | 45% |
| Millennials | 46% |
| Gen X | 42% |
| Boomers | 42% |

So what?

Brands with a strong digital shelf presence and an eye on their omnichannel inventory actually boost their odds of retaining the sale.

#### Reviews are the difference between winning & losing new shoppers

Shoppers that avoid trying a new product if it has bad ratings and reviews:

| Rating impact | % of shoppers |
|---------------|----------------|
| Avoid | 7/10 |
| Avoid | 7/10 |
| Avoid | 6/10 |
| Avoid | 7/10 |

So what?

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.

#### Now that we know digital plays a critical role, how should leaders take action?

Download the full reports today and unlock the door to the digitally-influenced shopper.