Mexico. The line between physical and digital in retail has blurred. Today's consumers are omnichannel: they do not differentiate between a physical store and an online one. For them, both are part of the same ecosystem.
This behavior has given rise to practices such as showrooming, webrooming and BOPIS, terms that reflect new ways of shopping in a context marked by immediacy and constant access to the Internet.
Showrooming is a practice in which shoppers visit a physical store to explore a product, evaluate it in person, and then purchase it online; usually looking for the best price. In contrast, webrooming occurs when a customer researches online, compares options, and decides to finalize the purchase in a physical store, attracted by the possibility of personally evaluating the product before paying. Both practices can even overlap, as in the case of "live webrooming", where consumers compare prices in real time from their mobile devices while inside the premises.
Another prominent phenomenon is BOPIS (Buy Online, Pick up in Store), which allows customers to shop online and pick up their products at a physical point of sale; a strategy that combines convenience with savings in shipping costs. These modalities, far from being isolated challenges, are opportunities for retailers looking to provide more complete shopping experiences, increase the average ticket and build consumer loyalty.
The pandemic accelerated the adoption of these hybrid dynamics, driving the growth of e-commerce and changing consumer habits. According to a report by the Mexican Association of Online Sales, more than 97% of consumers in Mexico involve the Internet in some part of their purchase process, whether to search for prices, read reviews or explore technical specifications. In this scenario, retail companies are challenged to deliver personalized, omnichannel experiences that integrate the best of both worlds, physical and digital.
For retailers looking to be at the forefront of these practices, solutions like Napse Omni can make all the difference. This omnichannel platform allows them to manage every stage of the buying process in an integrated way, from product availability and delivery options, to payments and returns. With tools such as advanced algorithms for freight quoting and financial compensation modules, this solution facilitates the integration of physical and virtual stores, optimizing the consumer experience and scaling businesses towards a truly omnichannel model.
Shopping journeys are becoming increasingly complex, and retailers must adopt strategies that balance the convenience of e-commerce with the proximity and trust of physical stores. Only those who successfully integrate both worlds will be able to adapt to the expectations of a consumer who is more demanding, informed and connected than ever before.
Analysis carried out by the company Napse.
