Homeowner E-Commerce – Home Improvement Product Shopping Study

Pub­lish Date: 6/26/2025

As dig­i­tal shop­ping con­tin­ues to evolve, home­own­ers are increas­ing­ly blend­ing online and in-store expe­ri­ences when shop­ping for home improve­ment prod­ucts. While phys­i­cal stores remain the pri­ma­ry pur­chase point, online research and e‑commerce are play­ing a crit­i­cal role in shap­ing buy­ing deci­sions. HIRI’s Home­own­er E‑Commerce Study explores the full omnichan­nel jour­ney, uncov­er­ing the behav­iors, bar­ri­ers, and inno­va­tions shap­ing this fast-chang­ing landscape.

Research Objec­tives:

• Under­stand the omnichan­nel home improve­ment shop­ping journey
• Iden­ti­fy per­sis­tent bar­ri­ers to online pur­chas­ing and eval­u­ate strate­gies to mit­i­gate these challenges
• Assess the impact of emerg­ing e‑commerce technologies