Online shopping has completely changed the way people choose and buy products. 

With just a few clicks, customers can explore thousands of items, compare prices from different shops, read reviews from other buyers, and watch videos to see how products work. 

However many shoppers still prefer to buy certain items in person. 

Some want to touch, feel, or try a product before committing to a purchase. 

Others want to avoid waiting for delivery or dealing with returns. 

This has led to a new type of shopping behaviour, one that blends the digital world with the physical one. 

This behaviour is known as webrooming.

In this article, we’ll explain what webrooming is, how your business can use it to your advantage, and what to watch out for. 

We’ll also explore how it compares to another popular trend called showrooming. 

Whether you run a small local shop or a larger retail chain, this guide will help you make sense of this modern shopping habit.

What is Webrooming?

Webrooming is when a customer researches a product online but chooses to buy it in a physical shop. 

It’s also known as ‘research online, buy offline’.

This shopping habit has grown with the rise of smartphones, review websites, and online product guides. 

Shoppers use the internet to compare prices, read reviews, watch videos, and learn about features before making a decision.

However, instead of buying online, they go to a local shop to see the product in person. 

This is often done for items like clothes, electronics, furniture, or anything where feel, size, or quality matters. 

Some shoppers also prefer buying in-store to avoid delivery fees, waiting times, or the hassle of returning unwanted items.

Webrooming gives shoppers the best of both worlds. 

They get the convenience of online research and the reassurance of in-store shopping. 

It also helps them confirm their choice and avoid buyer’s regret.

For businesses, this behaviour creates both challenges and opportunities. 

Shops must offer clear online information while also delivering a strong in-store experience. 

If done well, webrooming can drive foot traffic, build trust, and increase sales. 

It’s a powerful trend that combines the digital and physical sides of shopping.

How Can Webrooming Be Used By Your Business?

Webrooming offers a strong opportunity for businesses to connect their online presence with in-store sales. 

When done well, it can boost foot traffic, improve customer experience, and increase profits. 

Here’s how you can use webrooming to benefit your business.

Optimise Your Website

Start by offering detailed, helpful product information online. 

Include clear descriptions, specifications, photos, videos, and customer reviews. 

Make it easy for people to compare options and feel confident in their choice before they visit your store.

Display In-Store Availability

Let shoppers know which products are in stock at nearby locations. 

Real-time stock updates and a ‘click and collect’ service can help convert online browsers into in-store buyers. 

Customers appreciate the chance to reserve an item before visiting.

Make the Online-to-In-Store Journey Easy

Help customers find your shop with ease. 

Add maps, opening hours, directions, and contact details to your website. 

You could even offer in-store appointments, fitting sessions, or product demonstrations for a more personal touch.

Boost Your Local Search Visibility

Use local SEO to appear in searches for nearby products and shops. 

Keep your Google Business Profile accurate and encourage happy customers to leave reviews. 

This makes it easier for local webroomers to discover your business.

Match Online and In-Store Pricing

Keep prices consistent across platforms when possible. 

If customers find a lower price online, they may hesitate to buy in-store. 

Transparent pricing builds trust and avoids disappointment.

Train Staff to Support Informed Shoppers

Webroomers often arrive well-researched. 

Your team should be ready to guide, support, and offer helpful advice, not push a hard sale. 

A knowledgeable and friendly approach can make all the difference.

How Can Webrooming be Good for Your Business?

Webrooming offers many benefits for businesses, especially those with both an online presence and a physical shop. 

By understanding this shopping behaviour, you can create a smoother journey for your customers and increase your chances of making a sale.

Increases Foot Traffic

When customers research products online and decide to buy in-store, it naturally brings more people through your doors. 

This gives you more opportunities to sell not only the item they came in for, but also other related products.

Builds Customer Trust

Many customers want to see or try a product before buying. 

Webrooming allows them to do their research online and then confirm their decision in person. 

This builds confidence in your brand and reduces the risk of buyer’s regret.

Higher Conversion Rates

Webroomers often enter your store ready to buy. 

Since they’ve already done the research, they’re closer to making a decision. 

This makes it easier for your staff to complete the sale.

Reduces Returns and Complaints

When people buy in person after researching online, they’re less likely to be disappointed with the product. 

This can reduce returns, complaints, and costs for your business.

Encourages Additional Purchases

A customer may come in for one item but leave with more. 

Seeing your full product range in-store may lead to impulse buys or future purchases.

Improves Customer Loyalty

Providing a smooth and helpful experience from online research to in-store buying builds customer satisfaction. 

Happy customers are more likely to return and recommend your business to others.

How Can Webrooming be Bad for Your Business?

While webrooming can be a positive trend, it also brings a few risks. 

If your business isn’t prepared, you may lose out on potential sales or disappoint your customers. 

Here are some common drawbacks to be aware of.

Price Pressure

Customers who webroom usually compare prices online before visiting your shop. 

If your in-store prices are higher than what they’ve seen online, especially on your own website, they may feel misled or refuse to buy. 

You may feel pressured to match online prices, which can reduce your profit margins.

Losing Sales to Competitors

Even if a shopper does all their research on your website, they might still buy from a different store. 

This could be due to location, stock availability, customer service, or simply price. 

If your competitors offer a better in-store experience, you could lose the sale.

High Customer Expectations

Webroomers often arrive well-informed and with high expectations. 

If your staff can’t answer their questions or your store doesn’t reflect what they saw online, trust may be lost. 

A poor in-store experience can undo all the work of your digital marketing.

Limited Stock or Poor Display

If customers come in expecting to see a product and it’s not available, they may leave disappointed. 

Low stock levels or poorly presented items can lead to missed opportunities.

Potential for Showrooming

Some customers may change their mind after visiting your shop. 

They might try the product in-store but buy it later online from a cheaper seller. 

This means you carry the cost of the showroom experience but miss out on the sale.

How is Webrooming Different to Showrooming?

Webrooming and showrooming are two common shopping behaviours in today’s retail world. 

While they both involve a mix of online and in-store activity, they are quite different in how they work and who benefits from them.

Direction of the Journey

Webrooming means the customer researches online but buys in-store. 

They look at websites, read reviews, compare prices, and then go to a physical shop to make the final purchase.

Showrooming is the opposite. 

The customer visits a shop first to see or try a product, but then buys it online, often at a lower price.

Who Benefits?

Webrooming tends to benefit businesses with physical shops. 

It brings more customers into stores and helps increase in-person sales. 

If your online content is helpful and your store offers a good experience, webrooming works in your favour.

Showrooming, on the other hand, often benefits online retailers. 

A customer may use a local store to see a product but then go home and buy it online,  sometimes from a different company. 

This can lead to lost sales for the shop that provided the in-store experience.

Customer Motivation

Webroomers want to feel confident in their purchase and often prefer to buy in person. 

They may want to avoid delivery delays or check the product’s quality before buying.

Showroomers are usually price-driven. 

They want to see the product physically but save money by buying it online.

Business Response

To respond to webrooming, businesses should improve online content and support a strong in-store experience. 

To manage showrooming, they may need to offer competitive pricing, price matching, or loyalty rewards.

Conclusion

You should now have a better understanding of what webrooming is. 

Webrooming is now a normal part of how people shop. 

It combines the ease of online research with the trust of in-person buying.

For your business, this offers a big opportunity. 

You can attract customers to your shop, build trust, and close more sales. 

But you need to prepare. 

Your website must be helpful. 

Your in-store service must match online promises. 

And your prices should stay competitive.

At the same time, be aware of the risks. 

Customers can still switch to competitors or feel let down if the journey isn’t smooth.

The key is to understand that shopping is no longer either online or offline – it’s both. 

By joining your digital presence with your physical shop, you’ll build a better customer experience, one that keeps people coming back.

For more information, or help with all of your marketing needs, get in contact with us at Neon Atlas today.