“Webrooming” is the Latest Digital Shopping Trend

Shopping Carts 150x150 Webrooming is the Latest Digital Shopping Trend“Showrooming” is the practice of examining merchandise in a brick-and-mortar store without actually making a purchase, and then shopping online to find a lower price. This method of Internet comparison shopping initially terrified businesses—the National Retail Federation listed it as the number-one risk facing retailers in 2012—but it seems that many are now embracing this shift in consumer perception.

In fact, new research indicates that showrooming is not simply viewed as a necessary step in the shopping process anymore; it is now considered common sense. With this marketplace evolution, large retailers have launched aggressive price matching campaigns to narrow the gap between brick-and-mortar prices and online prices.

Enter “webrooming.” Because product prices across multiple channels are relatively close to each other now, a new trend has emerged. Webrooming is the practice of gathering product information online—like features, prices, reviews, and warranties—and then heading to a store to make a purchase. This method of Internet comparison shopping is essentially the process of showrooming, in reverse.

Smart shoppers understand that while price plays a large part in purchasing decisions, the lowest price doesn’t always indicate the best value. So whether it’s showrooming or webrooming, always start with trust.

Check with Better Business Bureau for the latest in consumer news and marketplace trends.

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About Adam Harkness

Adam Harkness is the Senior Editor & Social Media Manager for Better Business Bureau serving Alaska, Oregon and Western Washington, the largest BBB by geographical service area. Adam has a B.S. in communications from Northern Michigan University and an M.B.A. in marketing from University of Alaska Anchorage; his goal is educating young consumers to make smarter purchasing decisions.