[pmulv]

>Shopping journeys concluding in online purchases have baskets that are 25% larger, on average. When someone first visits a physical store and then purchases online, the effect is even more pronounced: Baskets are 64% larger.

Something that's not addressed in the article, but I have noticed about myself is that I am more likely to order multiple sizes of a piece of clothing online, and return all but the piece that fits the best. That might contribute to larger purchase sizes. Sites like amazon make this particularly easy.

[lkrubner]

I do this a lot with shirts, especially if I'm going to a meeting and want a new white shirt that will look impressive in that meeting. I'll buy three white shirts, try them all, keep the one that fits best, and return the others. When traveling, I've sometimes been put in the position where I'm told suddenly that I should meet with a client at 10 AM tomorrow, and right now it is midnight. The trouble then is finding a clothing store that opens before 10 AM, so I can go shopping before the meeting.

[gowld]

Indeed. Reporting basket size without also reporting return volume is sloppy at best, deceptive at worst.