Online shopping continues to gain the attention of academics and practitioners worldwide. With exponential growth, the phenomenon has seen the entrance of various platforms in the marketplace. However, the current literature lacks an understanding of how online shoppers behave in a multiplatform market. This study aims to highlight the multiplatform nature of online shopping by conceptualising it as a phenomenon that enables and encourages users to move across several platforms during a purchase journey. Consequently, consumers utilise different combinations of outlets rather than one for decision-making. We aim to capture these use patterns through semi-structured interviews and determine the effects on shopping outcomes. The results point toward varying combinations of multiplatform usage, perceptual and behavioural outcomes with significant implications for platform owners in the future.