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The entry of showrooming into the retail lexicon a few years ago portended the death of brick-and-mortar retailing—or so it seemed at the time. Consumers would visit stores to inspect the merch, then order it online.

But now the opposite is happening. Consumers are webrooming—using the web to research a purchase, then going to a store to pick up the goods.

Nearly half of Gen Z shoppers, ages 18 to 26, have used webrooming, outpacing older shoppers by up to 27 points, though a third have also showroomed, according to market research firm GfK.

Webrooming is now more common than showrooming, at 34 vs. 21 percent of shoppers. The attraction is avoiding delivery cost, although that may change considering orders of $25 or more are eligible for free shipping on Amazon for those who don’t subscribe to Amazon Prime.

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