Amazon Cross-Shopping Behaviors

Numerator’s cross-shopping analysis quantifies the effect of showrooming– when consumers visit a brick-and-mortar store and then buy online. The study highlights the dynamic relationship between in-store and online shopping, focusing on four of the largest retailers in the United States: Amazon, Walmart, Target and Costco. When consumers walk out of a brick-and-mortar location, how many turn to Amazon within a day to supplement their trip?