Channels and tools
InfoCommerce is the habit of researching online before buying, even when the purchase happens in a shop.
Reviews, comparisons and product pages replace the shopkeeper's advice and TV advertising as the first source of trust. In 2011 Google's Jim Lecinski named this step the Zero Moment of Truth (ZMOT), adding it to the two moments described by Procter & Gamble: the first at the shelf, the second when using the product. The variant where research is online and purchase is in-store is called ROPO (research online, purchase offline). Today InfoCommerce is evolving into smart buying, with an AI assistant in place of search results.
An example
A person reads reviews and compares prices on their phone, then goes to the shop already decided on the model.
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