Online Sales Cannibalizing Retail? Nope, Says PwC

A Q&A with Lisa Feigen Dugal, PricewaterhouseCoopers’ retail & consumer sector advisory leader.

Despite the continued strength of e-commerce and the constant lamentations about retailers about showrooming and online cannibalization, new data from consultants PwC shows that shoppers are actually spending more with their favorite multichannel retailers. The report, which included more than 11,000 shoppers in 11 different countries, also debunks the threat of showrooming, and finds that while 23% of its respondents research consumer electronics online and then go to a store to buy the product, only 2% do it the other way around.