E-Commerce Dictionary
Showrooming
Definition
The practice of visiting a shop or shops in order to examine a product before buying it online at a lower price.
Deep Dive
Showrooming is a consumer behavior where individuals visit a physical retail store to examine a product in person—to touch, feel, try on, or test it—but ultimately purchase that product online, often from a competitor, at a lower price, or for greater convenience. This practice highlights the growing disconnect between the sensory experience offered by brick-and-mortar stores and the price competitiveness or accessibility of online retailers. Consumers leverage the physical store for product evaluation, while completing the transaction elsewhere.
Examples & Use Cases
- 1A consumer visits a local electronics store to try out the latest smartphone model, then buys it from an online retailer that offers a lower price.
- 2Someone shops for running shoes at a sports goods store, trying on several pairs to find the perfect fit, but later orders them from a cheaper online outlet.
- 3A couple spends an hour at a furniture showroom testing different mattresses for comfort, only to purchase their preferred model from an online mattress company known for competitive pricing and direct delivery.
Related Terms
WebroomingOmni-channel RetailBrick-and-MortarPrice Matching