Omnichannel shopping, a term used to describe consumers shopping between a number of different devices and channels, is impacting shopping trends in a number of ways. According to Euromonitor's survey results, many consumers are comfortable with completing all steps of the shopping process online, without ever seeing the product in person. One area where consumers are likely to blur the lines between physical and online retailers, however, is in showrooming. Showrooming occurs when a consumer visits a store to see and test a product and then purchases the product online. This presents a problem to brick and mortar stores who are losing out on sales to digital retailers.