Omnichannel retail: start of path to purchase in the United Kingdom (UK) 2015/16

This statistic illustrates where shoppers started their 'purchase journey' in the United Kingdom on purchases made between November 2015 and January 2016. Of respondents, 54 percent started their path to purchase online on the store's website. A further 12 percent looked online on another website or competitors website first.

Where did your path to purchase start?

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Release date

February 2016


United Kingdom

Survey time period

November 2015 to January 2016

Special properties

KPMG UK employees and retailers*

Method of interview

Online survey

Supplementary notes

* Survey data was collected from over 1600 KPMG UK employees and 250 retailers during Black Friday and Christmas period (8 week period from November 2015 to January 2016).

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Statistics on "High street retail in the United Kingdom (UK)"

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