# Showrooming: what it is and how it works · Zorraquino
> Showrooming means examining a product in a physical shop and then buying it online.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/showrooming.html

# Showrooming

Showrooming is the purchasing behaviour in which a person examines a product in a physical shop and then buys it online

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It tends to occur when people want to see, touch or try the product but expect a better price, more choice or more convenience online, sometimes buying on their phone while still in the shop. It is the reverse of webrooming or ROPO.

For physical retailers it means the risk of bearing the cost of display without making the sale. Common responses include price matching, offering online ordering from the shop, home delivery or added services, and treating the shop as an experiential space within an omnichannel strategy.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [ROPO (Research Online, Purchase Offline)](https://www.zorraquino.com/en/dictionary/digital-marketing/ropo-research-online-purchase-offline.html)
- [Omnichannel](https://www.zorraquino.com/en/dictionary/digital-marketing/omnichannel.html)