Showrooming can be described as a new way of buying that consists of the practice of examining the merchandise or product that is in a store and then buying it online for a lower price than that displayed in stores; These online stores offer cheap prices compared to their peers, because they do not have the same cost of general expenses, because these stores do not charge those sales taxes that are made online.

For example, the rise in popularity of smartphones and mobile devices has substantially aided showrooming complicity, where shoppers do more research to check prices online and even order products online.

Many retailers or physical stores have tried to compete with showroomers by cutting their own prices. But independent companies are responsible for counteracting this phenomenon by adding value through included services and other tactics, one of them would be the information and opinions available to customers so that they do not have the need to purchase products online.

Some of the major retailers, such as Target (chain store), are trying to fight showrooming by selling exclusive products for their stores. Walmart, for its part, is allowing customers to avoid shipping costs for online purchases by picking up items in stores. The same practice is spreading to stores in European countries.

Some fashion stores, especially in the US and Australia have introduced an “adjustment fee” for shipping, which is returned in full if the customer makes a purchase.