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In an August 2023 survey, 66% of adult online shoppers in the United States and Canada said they had bought online in the prior 12 months something they previously had only ever bought in a store. That is evidence of shoppers trying online for a product category they had once bought only in person—not proof that 66% of retail sales moved online or that shoppers permanently abandoned stores.
What the 66% figure measures
The figure comes from 1WorldSync’s 2023 Consumer Product Content Benchmark Report. Its underlying measure is a self-reported experience: whether a respondent had made at least one online purchase in the previous 12 months of an item they previously only ever bought in-store. It does not measure the percentage of purchases, shoppers’ spending, or retail sales that shifted channels.
1WorldSync conducted the survey online through Pollfish in August 2023 among 1,500 online shoppers in the U.S. and Canada aged 18 or older. The company described the sample as randomized and representative and reported a margin of error of plus or minus 3 percentage points at a 95% confidence level. These results describe respondents at the time of the survey, not shoppers in 2026.
Which categories shoppers tried online
Among surveyed shoppers who had purchased online in a new category, 50% selected clothing and accessories, 42% selected health or personal care items, and 35% selected beauty and cosmetics, according to the 2023 report. These figures are category responses from the new-category group, not shares of all online purchases; the named categories are not necessarily mutually exclusive.
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What the report suggests about online and in-store shopping
The findings point to channel blending rather than a simple one-way move away from physical stores. The 1WorldSync report says 61% of shopping trips reportedly began online, a 25% increase from 2022. Separately, 87% of respondents said they used a smartphone to research a product while in a store at least some of the time. Among information types they found useful, respondents cited price comparisons (72%), customer reviews (69%), and detailed product descriptions (52%). Each statistic comes from its own survey question; none shows that a specific online search caused a purchase or replaced a store visit.
Reviews and product presentation also featured in respondents’ reported behavior. Two-thirds of online shoppers said customer reviews significantly influenced a purchase decision. Among shoppers under 35, 53% said they would not buy a product with fewer than five reviews, while 43% said as few as four to five unfavorable reviews could deter them. The report also found that 35% of consumers had used augmented-reality tools during mobile shopping; 57% of those users said they relied on the tools to help visualize product dimensions. Meanwhile, 78% of consumers were unaware of or had not yet adopted AI tools for product searches.
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These measures describe different questions and, in some cases, different subsets of respondents. Together they show that shoppers reported using digital information and tools around shopping, including while in stores; they do not establish why people chose one channel or which channel is better for a particular purchase.
How to read the comparisons with earlier years
The 2023 report places its 66% result alongside 68% for 2022 and 85% for 2021, which it identifies as the pandemic peak. Those figures offer context, but they should not automatically be treated as a precise trend series. An earlier 1WorldSync 2022 benchmark, for example, reported that 69% of U.S. shoppers bought online items previously bought only or mostly in stores. The population and wording differ, so that result is not interchangeable with the 2023 figure. See the 2022 benchmark report for its stated measure.
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What the result can—and cannot—tell consumers
For a consumer, trying a familiar kind of product online may reflect the convenience of shopping digitally, but this survey does not identify the reason for any individual’s choice. A shopper deciding between online and in-store options can weigh practical considerations such as access to product details and reviews, convenience, and the ability to inspect or obtain an item in person. The survey did not directly compare those trade-offs or measure their effect on spending.
1WorldSync provides product-content services to brands and retailers, and it published the benchmark report. That industry context is relevant when interpreting the report’s focus on product information and shopping channels; it does not by itself invalidate the survey. The findings are useful as a snapshot of self-reported behavior, not as proof of how all retail sales are distributed or why channels changed.
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