The Growth Distillery, in partnership with research firm Verve, has released new findings revealing a significant disconnect between online and in-store retail experiences, with 81 per cent of shopping baskets abandoned before purchase.
The Technographics: Retail study explored consumer behaviour across Fashion, Home & Living, and Tech & Electronics, highlighting how digital discovery often fails to translate into in-store confidence.
Digital research, physical doubt
According to the research, 43 per cent of Australians now research both online and in-store before buying, suggesting that neither channel alone provides enough assurance to finalise a purchase. Meanwhile, 60 per cent of shoppers turn to physical stores to see, touch and test products, yet one in four still use their phones mid-aisle to confirm details online.
Consumers in the Home & Living category were found to be 33 per cent more likely to struggle with confusing store layouts, while Tech & Electronics shoppers were most likely to question value, with nearly a third visiting multiple stores before committing.
Bridging the ‘screen to shelf’ gap
The Growth Distillery outlined three key recommendations for brands looking to close the gap between digital intent and physical conversion:
• Connect screen to shelf: Enable continuity between online research and in-store execution through tools like digital guides, in-store concierges, and product locators.
• Fix friction by category: Simplify Home & Living navigation, reinforce value at the Tech & Electronics shelf, and reduce Fashion’s choice overload through curated edits.
• Tailor to technographic profiles: Cater to both tech-integrated consumers who expect seamless digital continuity and tech-sceptics who prioritise clarity and human reassurance.
Lianne Palo, Research Director at The Growth Distillery, said the findings highlight a missed opportunity for retailers failing to link digital engagement with in-store delivery.
Lianne Palo
“Too often, retailers lose momentum because online intent doesn’t connect with in-store reality,” Palo said.
“Shoppers invest significant time and effort bouncing between channels, questioning value and abandoning baskets. The winning brands will be those who integrate digital and physical touchpoints seamlessly, guiding customers from screen to shelf.”
The Growth Distillery is an independent research think-tank powered by News Corp Australia. The full Technographics: Retail report is available via The Growth Distillery website.