The Online-to-Offline Shopping Journey: The Perfect Blend of Digital and Local
In today’s world, shopping has become a mix of online convenience and in-store experience. More and more people are doing their research online before heading out to make purchases in person. It’s not just a passing trend—it’s how we shop now, and Think with Google backs it up with some compelling insights. Let’s take a closer look at what’s driving this shift, how it stacks up against the challenges of direct-to-consumer (DTC) strategies, and why brands that embrace a marketplace model for their products are set to come out on top.
The Numbers Behind Online-to-Offline Shopping
Research from Think with Google highlights the following key trends:
90% of shoppers do online product research before making a purchasing decision.
That means brands must provide online shoppers with as much information as possible - including both product information and where-to-buy insights.
76% of people who conduct a local search on their smartphone visit a physical place within 24 hours.
This includes reading reviews, comparing prices, and verifying availability at local retailers. Consumers want confidence in their buying decisions before stepping foot into a store.
46% of those who research online visit a local store to make their purchase.
This demonstrates the enduring appeal of physical retail when coupled with the convenience of online tools. Local stores offer immediacy, the ability to see and feel products, and the opportunity to seek expert advice.
70% of in-store shoppers who check product availability online end up purchasing the product.
Shoppers who use online research to confirm stock levels at local retailers show a strong intent to buy, creating an invaluable opportunity for brands and stores to close the sale.
The Role of DTC in the Changing Retail Landscape
Direct-to-consumer (DTC) brands face a unique challenge in converting online traffic into actual sales. Despite the growing popularity of DTC channels, conversion rates remain notoriously low. According to a report from BigCommerce, average e-commerce conversion rates hover between 2-3%, highlighting how difficult it is to turn browsers into buyers.
According to Statista, only 15-20% of online shoppers complete their purchases through DTC sites.
High shipping costs, low conversion rates, online discounters, lengthy delivery times, and the lack of immediate gratification deter many potential customers.
Independent retailers lose significant market share when brands prioritize DTC channels over partnerships with local stores.
A Forrester study indicates that 30% of shoppers who prefer buying locally are swayed away when inventory is unavailable due to brand favoritism toward DTC.
The Case for a Hybrid Retail / Marketplace Strategy
Brands that position themselves as definitive marketplaces—leveraging both DTC and local partnerships—can bridge the gap between convenience and community. Here’s why:
1. Supporting Local Shoppers:
Local retailers benefit when brands integrate tools like Locally’s Store Locator and Product Locator, enabling consumers to find nearby inventory in seconds. This drives foot traffic and keeps independent stores thriving.
2. Online Convenience with In-Store Assurance:
Being the definitive marketplace for your brand means offering a cohesive experience: allowing shoppers to explore options online, confirm availability, and choose how and where they want to buy. This empowers consumers while respecting their preferences.
3. Building Consumer Trust:
Consumers appreciate transparency. A hybrid approach shows that brands value relationships with both local partners and individual shoppers, reinforcing loyalty.
4. Capturing Every Sale Opportunity:
By blending online and offline strategies, brands can capitalize on every type of shopper, from those who crave instant fulfillment to those who value the tactile experience of visiting a store.
Industry Insights: Why Local + Digital is the Future
Experts like Think with Google, McKinsey & Company, and NRF (National Retail Federation) consistently emphasize the importance of an omnichannel approach. McKinsey’s recent analysis notes that 55% of consumers prefer brands that offer seamless integration between online and offline channels. Moreover, NRF data reveals that retailers utilizing hybrid models see 25% higher customer retention rates than those relying solely on DTC.
Conclusion: Winning the Local-Online Balance
For brands looking to thrive in the modern retail environment, embracing online-to-offline shopping is essential. By offering robust digital tools that connect shoppers to local stores, brands can serve as the definitive marketplaces for their products. This strategy not only enhances customer satisfaction but also fosters long-term partnerships with independent retailers, preserving local ecosystems while meeting the demands of tech-savvy consumers.
In the battle for consumer attention and loyalty, it’s clear: the future belongs to those who champion both digital and local retail experiences. Brands that master this hybrid approach will lead the way in shaping a more connected and sustainable retail landscape.
