In the field of mobile and online marketing, showrooming refers to the practice of a consumer exploring and researching a product in a physical store before potentially ordering it online immediately via their smartphone or later from another online retailer. The use of specific mobile applications, such as product searches via barcode scanning or taking photos on-site, can encourage this approach. This presents a challenge for brick-and-mortar stores, as it can not only lead to lost sales, but salespeople may also provide valuable information to customers who ultimately purchase from competitors. Retailers such as Fnac, Darty, and Boulanger are particularly affected by this phenomenon. Also noteworthy is the existence of “reverse showrooming.” Studies on showrooming behavior incorporate data regarding purchases made in other stores. Research on mobile phone use in stores, along with additional statistics on showrooming, sheds light on this constantly evolving phenomenon.