Consumers no longer think of channels, just shopping, and shoppers now think of the physical store as an extension of their digital experience. This emerging shopper profile — the Click-and-Mortar™ shopper — wants the same digital experience when shopping in the store as they do on the couch at home. They give preference to merchants that offer that digital-assist in-store. Nearly 4 in 10 consumers now fit the Click-and-Mortar™ shopper profile, making it the fastest growing shopper segment worldwide.

The “2024 Global Digital Shopping Index: The Rise of the Click-and-Mortar™ Shopper and What It Means for Merchants” is a PYMNTS Intelligence report, commissioned by Visa Acceptance Solutions, that draws on insights from a survey of 13,904 consumers and 3,512 merchants across seven countries as well as years of historical data to explore how merchants can capitalize on this growing trend.