Not long ago, if you wanted to sell a product, you focused on the shelf. You worried about placement, signage, packaging — the physical cues that could sway a shopper in the aisle. But today, as Scott Benedict reminds us in this week’s Scott’s Thoughts, the shelf isn’t the starting point anymore. The digital shelf is now the front door to retail — and many brands haven’t even built a welcome mat.
Scott recently dug into Profitero’s newly released U.S. Digitally Influenced Shopper Report for 2025, and its message is crystal clear: digital now influences three times as many purchases as e-commerce sales alone suggest. That means if your budget is tied only to your online checkout numbers, you’re drastically underestimating digital’s role in driving business.
Across the board, 64% of all retail purchases — online or in-store — are shaped by digital touchpoints. In electronics, it’s 79%. Millennials and Gen Z push those numbers even higher, and they bring less brand loyalty and higher digital expectations with them.
Scott draws a compelling comparison: today’s online content is the new shelf talker. Product imagery, reviews, ratings, clear pricing, and searchable pages aren’t just helpful — they’re essential. And as shoppers increasingly rely on social platforms and AI tools to research and decide, brands must meet them at every digital step.
His call to action for brand leaders is direct:
- Fund digital based on its influence, not just its final transactions
- Align internal teams across marketing, sales, and supply chain with shared digital KPIs
- Elevate digital in your retailer conversations — if it’s an afterthought, you’re already behind
- Train your teams to sell and serve wherever the shopper starts
Because here’s the truth: digital is no longer the backroom of retail — it’s the entryway. And if your brand isn’t greeting shoppers there, someone else will.
Need help turning your digital shelf into a front door that converts? Start with a brand audit — and let’s talk.
Listen to the full episode or read the full 2025 Digitally Influenced Shopper Report.
