Consumer showrooming trends decline in Germany

The consumer practice of ‘showrooming’—where customers seek in-store advice only to purchase products cheaper online—is experiencing a decline. According to data from the Institute for Retail Research (IFH) in Cologne, many consumers are bypassing physical stores entirely by ordering multiple sizes and models directly to their homes for trial.

Furthermore, the rise of artificial intelligence tools in e-commerce is improving online advisory services. AI can now provide size recommendations based on user measurements, reducing the perceived need for in-person consultations. While a YouGov survey commissioned by the German Press Agency indicated that one in three German consumers has practiced showrooming, the trend is shifting as digital shopping experiences become more sophisticated.