The digital shelf has officially become the front door to retail, and brands ignoring this reality are missing the bigger picture. Profitero's "US Digitally Influenced Shopper Report for 2025" delivers a wake-up call that demands attention: digital touchpoints influence three times more purchases than e-commerce sales figures alone suggest.
While many brands continue allocating resources as if digital represents just a fraction of their business, the data tells a different story. A remarkable 64% of all retail purchases are influenced by digital touchpoints, regardless of where the final transaction occurs. Consumer electronics leads this trend with 79% of purchases shaped by digital interactions, signaling where other categories are headed. Younger shoppers—particularly Millennials and Gen Z—show even higher digital influence patterns and lower brand loyalty, making a compelling digital strategy not just important but essential.
The report highlights how online content serves as today's equivalent of traditional shelf talkers, with quality imagery, detailed product information, ratings, reviews, and pricing transparency all critical to success. Search visibility remains paramount, while social media and emerging AI shopping tools increasingly shape the path to purchase. For brands, this means reallocating investments based on digital's true influence, aligning teams around shared KPIs that bridge online and offline experiences, elevating digital in retail partnerships, and empowering teams to serve customers across all touchpoints. The message is clear: digital is no longer just another channel—it's the gateway through which most retail journeys begin. How does your digital doorway welcome potential customers?