Digital channels are playing a significant role in shaping in-store shopping behaviour, according to ShopFully’s State of Shopping 2025 report.
The company surveyed nearly 1,000 Australians in April and found that 83 per cent of shoppers are influenced by digital touchpoints when making in-store purchase decisions.
The report cites growing price sensitivity as a key factor behind increased use of online resources, with consumers relying on digital platforms to research products, compare prices, and locate promotions before completing purchases in physical stores.
ShopFully’s report highlights the importance of integrating online and offline channels to align with evolving consumer habits.
“Retailers today must start the consumer journey where it begins: online. With the majority of shoppers now researching purchases via mobile, digital touchpoints are no longer optional, they’re essential. But simply being visible isn’t enough. To stay competitive, retailers need to drive digital discovery by leveraging consumer data to craft personalised, relevant experiences that speak to individual intent,” said Brendan Straw, Country Manager for ShopFully Australia.
“From the first online interaction to the final in-store purchase, there needs to be a seamless, connected journey. This means orchestrating consistent, insight-driven engagement across digital and physical environments to ensure shoppers remain guided, informed and inspired – right up to the moment they walk through the door and beyond, into the post-purchase experience at home.”
According to the report, 54 per cent of Australian consumers do not expect their spending power to improve in 2025, a continuation of last year’s sentiment. Promotions are playing a greater role in purchasing decisions, with 51 per cent of consumers reporting changes in their shopping behaviour and placing greater emphasis on deals.
Additionally, 84 per cent of respondents said promotions affect what they choose to buy. The report notes that 50 per cent of consumers use ads to discover new products and deals, and 42 per cent use them to compare prices and find the best value.
Consumers are also seeking personalised engagement. According to the survey, 77 per cent want customised discounts and sales alerts, 55 per cent want real-time updates on product availability, 49 per cent are interested in updates on new arrivals, and 37 per cent value informative content such as articles, recipes, and guides.
“Meeting consumers where they are is only half the battle. To truly succeed, an omnichannel strategy must do more than exist across multiple platforms – it needs to add real value at every touchpoint,” said Straw.
“Retailers who take the time to understand what their customers want and deliver content that’s timely, relevant and engaging – will stand out. It’s this depth of personalisation that separates a good strategy from a great one.”
The report also shows growing interest in technology-driven retail tools with 54 per cent of respondents already incorporate technology into their shopping habits.
In addition, 42 percent expressed openness to using artificial intelligence to enhance their retail experience, including 25 percent who are interested in AI-powered shopping assistants, 17 percent in AI-generated shopping lists, and 18 percent in virtual try-on tools.
In addition, 42 percent expressed openness to using artificial intelligence to enhance their retail experience, including 25 percent who are interested in AI-powered shopping assistants, 17 percent in AI-generated shopping lists, and 18 percent in virtual try-on tools.
In addition, 42 percent expressed openness to using artificial intelligence to enhance their retail experience, including 25 percent who are interested in AI-powered shopping assistants, 17 percent in AI-generated shopping lists, and 18 percent in virtual try-on tools.
“Retailers that embrace smart technologies and tailor their omnichannel strategies to meet real consumer needs will be geared to stay ahead of the curve,” said Straw.