This research has three objectives: to study the demography of consumers who engage in multichannel shopping, to study the stimuli motivating their behavior, focusing on their attitudes toward receiving information and tolerating risksand problems of buying goods through multichannel shopping, and to study their shopping patterns. This is a survey research study with 400 samples in the Bangkok area using the multistage method. Also included are interviews with entrepreneurs and business executives who have adopted the multichannel marketing tool in marketing drives. This study revealed that consumers have positive attitudes about buying through modern trade channels, such as convenience stores, hypermarkets and department stores. Consumers have less positive attitudes about buying through traditional trade channels. Consumers seem increasingly to shop through non-store channels, including television, telephone, catalogs, mail orders, and websites. There are problems involved in shopping through these channels, as they are virtual and intangible; consumers realize that when they receive goods they may not be the same as depicted in the advertisements. Also there is a risk of not getting the goods. Regarding the in-depth interviews of business owners and chief executives of two large retailers, they expressed the same opinion, which is that the direction of consumer behavior is changing towards multichannel shopping, especially from catalogs, the internet, through smart phones and social networking.