•The adoption of multiscreening has been studied in context of online shopping.•Dual system model of self-regulation has been developed as theoretical basis.•Both conscious and nonconscious factors are found active while multiscreening. New online shopping trends have emerged recently due to the adoption of multiscreening. Consumers are using various devices in sequence or conjunction to accomplish their online shopping tasks. Despite the increasing penetration of the cross-device channel in the young consumer purchasing process, our understanding of this phenomenon is insufficient. Multiscreening is coined as the use of two or more devices sequentially for related tasks or simultaneously for related or unrelated tasks. The present research aims to explain the espousal of multiscreening for online shopping through the perspective of self-regulation by developing a dual system model of self-regulation. The study implemented structural equation modelling (SEM) technique through AMOS statistical package for the analysis. The results show that both conscious and nonconscious self-regulatory factors are active in the adoption of multiscreening for online shopping which further implies that both reflective and impulsive processes are involved in consumer choice decisions in this context. Moreover, the impact of conscious and nonconscious self-regulation on multiscreening in the context of online shopping has been reported similar for both male and female users.