What is Showrooming? Definition & Examples

What is a Showrooming?

Understanding Showrooming in E-commerce

Quick Definition

Showrooming is a consumer behavior where shoppers visit physical retail stores to examine products in person, then purchase those items online at lower prices. This practice leverages brick-and-mortar stores for product research and tactile experience while ultimately completing purchases through e-commerce platforms for better deals.

2 min read

Understanding Showrooming in Retail

What Drives Showrooming?

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Price Comparison: Instant online price checks via smartphones
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Convenience: Easy digital purchasing without store checkout friction
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Product Research: Physical interaction before digital purchase

Impact on Retailers

Showrooming represents a significant challenge for traditional brick-and-mortar stores, with studies showing up to 50% of consumers engage in this behavior. Retailers lose potential sales when customers use their physical spaces as product demonstration zones without converting purchases.

Revenue Loss

Direct financial impact from missed sales opportunities

Overhead Costs

Maintaining physical stores becomes less economically viable

Strategies to Combat Showrooming

1. Price Matching

Guarantee lowest prices to remove online competition incentive

2. Omnichannel Experience

Integrate online and offline shopping experiences seamlessly

3. Exclusive In-Store Offers

Create unique value propositions unavailable online

4. Enhanced Customer Service

Provide expert guidance and personalized recommendations

E-commerce Perspective

While showrooming challenges traditional retailers, it presents opportunities for online merchants. Tools like Growth Suite can help e-commerce businesses capitalize on this trend by offering targeted, personalized promotions that convert hesitant shoppers who have already physically evaluated products.

The key is understanding consumer behavior and creating frictionless, value-driven purchasing experiences across all channels.