In the context of ecommerce, the answer seems to be a resounding “yes.” According to a study from Forrester Research, when shoppers purchase items online, they tend to buy more. What’s more, these shopping journeys concluding in online purchases have baskets that are 25% larger, on average. However, when someone first visits a physical store and then purchases online, the effect is even more pronounced: Baskets are 64% larger.
So it seems that it does matter which channel you buy from – if you want to make sure you’re purchasing products that will appeal to your target audience. If you decide to go with a physical retail location instead of an online marketplace, don’t forget to factor in the cost of shipping when making your comparisons!