PwC: 80% of Russian customers of online retailers choose a product in a regular store, but buy it online

Most Russians are confident that prices in online stores are lower than in normal ones. Therefore, 80% of online retailer customers first select a product in an offline store, then search for it to buy online. Most Russians do this only in China and Brazil. 70% of Russians at least once did the opposite: they chose goods in the network and bought them in a store.

PwC has published a study on total sales . 19,000 people from 19 countries took part in a survey on e-commerce. According to 2014 data, offline retailers have felt the competition from online stores. The decline in incomes of the Russian population in 2015, according to PwC estimates, further shifted the market to the network.

Buyers surveyed in Russia cite the reasons for online shopping:

• lower prices (58%);
• no need to go to the store (55%);
• Some purchases can only be made online (23%).

According to a survey in the world, only 40% choose online retailers because there is no need to go to the store, Kommersant writes .


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What makes users first look at the product in the store, and then buy it online? 88% of respondents say about the best price in the network, and 62% - about the opportunity to try on the product and touch it.



Consumers called technology that could improve the shopping experience in the store. Among the answers - the ability to check the availability of goods in another store, the availability of Wi-Fi and self-payment.