How Digital Influence and In-Store Experiences Drive Consumer Behavior in 2025

The answer lies in the seamless blend of browsing, researching, and purchasing that defines the modern shopping journey.  

That said, while trusted brand names like Amazon dominate the online space, the data shows that in-store shopping isn’t fading away. Instead, these two channels are working together to fuel growth. Let’s dive into the core drivers of online purchasing and explore how smart brands can leverage both worlds. 

Amazon Leads the Charge, But That’s Not the Whole Story 

When it comes to online exploration and purchase, Amazon is the strongest retailer, with 71% of people purchasing after browsing online products on Amazon in the US, 65% in Canada.  
 
In the U.S., it towers over competitors like Walmart, which trails at 59% market share. In Canada, the gap is similar, with Walmart at 46%.  
 
These numbers highlight Amazon’s role as a critical resource for consumers—whether they’re researching product reviews or clicking "buy now." If your brand isn’t visible on platforms like Amazon, you’re missing out on revenue opportunities.  

But here’s the catch: online isn’t everything. Data reveals that 80% of North Americans shop both in-store and online. Digital influence might kickstart the journey, but physical retail still holds its own. The key to unlocking growth in 2025? Understanding how these channels complement each other to meet evolving consumer needs. 

The Power of Online and In-Store Synergy 

Browsing and researching online often sparks the initial interest—think scrolling through endless product options or comparing prices in seconds. It’s no wonder online purchasing thrives on ease, convenience, and selection. For e-commerce-focused brands, amplifying these strengths is non-negotiable. A seamless, hassle-free experience can turn a casual browser into a loyal buyer faster than you can say "free shipping." 

Meanwhile, in-store shopping offers something the digital world can’t replicate: a sensory, human experience. Imagine walking into a store, feeling the fabric of a shirt, or testing a gadget before committing. For 80% of shoppers, this tactile connection—paired with the joy of shopping as an outing—keeps physical retail alive and thriving. Trusted brand names that excel in retail lean into these strengths, creating memorable moments that drive repeat purchase. 

The smartest brands don’t pick a side. They optimize both. Picture this: a consumer researches a product on Amazon, then heads to a local Walmart to see it in person before buying. Or they discover a brand in-store, then order online for convenience. This interplay is where the magic happens—blending digital influence with physical touch points to maximize reach and revenue. 

The Takeaway: Meet Consumers Where They Are 

In 2025, the most successful brands won’t choose between online and in-store—they’ll master both. Whether it’s the ease of online purchasing or the sensory thrill of retail, your brand needs to show up where consumers shop. Ready to fuel your growth? Get the full report and webinar access here.