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Online vs in-store shopping

Where Do We Buy What?

According to a , some products are preferably bought online while others are better purchased in-store. The latter is especially true for groceries, which 70 percent of consumers surveyed get from brick-and-mortar stores and only 23 percent online. While it is convenient for consumers to buy household appliances (56 percent) or furniture and homeware (59 percent) in-store, books, music, movies and video games are rather purchased online (60 percent). As the survey reveals, a mere 28 percent would go to a store instead to buy products from this category.

Yet, traditional retail stores are not about to die. PwC found that 59 percent of consumers want in-store features, such as an inviting ambience or the ability to check and/or order an extended range of products.

Description

This graphic shows the percentage share of online and in-store purchases by category.

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Online shopping market retail sales volume in China 2015-2025
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Leading online shopping platforms among Gen Z consumers globally 2026
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Preferred starting points for online shopping journeys worldwide 2026
Online shopping transaction value South Korea 2025, by category
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Annual growth of online shopping market GMV in China 2015-2025
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Average online shopping cart value in Turkey 2025, by category

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