Google's Daniel Sieberg told 9NEWS the trend was especially evident on Cyber Monday.
He said it was partly due to the rising popularity of mobile devices, which are increasingly being leveraged as shopping tools for consumers on the go.
Google's own research shows four in five mobile phone and tablet owners are using their devices to help them holiday shop.
They say 56 percent of tablet users are using their device to compare prices, while 44 percent of smartphone users are using them to discover a nearby store based on location. Sieberg pointed out that retailers with a mobile optimized website or an app are already a step ahead of their competition.
Siebert explained that this multi-channel approach to shopping further proves that the lines between offline and online shopping experiences are blurring.
He says the research also shows that 51 percent of shoppers are looking up products online and then visiting a store to make a purchase, while 32 percent are researching online, visiting a store to view the product and then returning online to make the purchase.
At the other end of the scale, Sieberg said 17 percent of consumers will first visit a store to view a product and then make the purchase online. He says this is proof that retailers maintain a consistent brand experience across all channels.
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