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Online vs. in-store shopping: what wins with consumers? In a recent survey, we decided to find out.

Ecommerce adoption accelerated in 2020 when a staggering two billion people bought goods or services online. But as pandemic restrictions begin to ease, shoppers are eagerly returning to brick-and-mortars. So, what do consumers actually prefer: online vs. in-store shopping?

In a recent Suzy survey, we found what consumers prefer depends on what they are shopping for. Most consumers actually prefer to shop both online and off (48%). Still, over a third (33%) of shoppers prefer to shop in-store, compared to the 19% that prefer shopping online.

Let’s take a look at what products consumers prefer to buy online and when they like to shop in-store.

Online shopping

Over half (58%) of consumers said they shop online frequently. Convenience was one of the main appeals of online shopping. 71% of respondents liked free shipping and 40% appreciated flexible delivery options. 23% were interested in “buy now, pay later” options.

Over half of consumers leaned on online reviews (55%) as they made purchases. A major “everyday influencer”, online reviews are one of the most trustworthy sources of information for consumers.

All this makes sense when you consider the types of products people buy online. Consumer electronics (40%) and appliances (37%) were among the top items consumers preferred to buy online. Given the complexity of some of these devices and appliances, having online reviews and product information all in one place is helpful for shoppers. Plus, speedy delivery and payment plans for bigger ticket items don’t hurt!

In-store shopping

It’s not only the preferred method of shopping for 33% of consumers, but it’s also the type of shopping done most frequently. 75% of consumers said they shop at brick-and-mortar stores frequently.

The major reason why consumers prefer to shop in-store is that they prefer to see the product in person before they buy it (70%). That fits hand in hand with the desire to try the product on in-store (59%) and the 28% that enjoyed free samples. 32% liked getting recommendations from employees (another everyday influencer brands should tap into).

Being able to see, feel, and even sometimes taste a product in person is essential for ingestible items. 71% of consumers preferred to shop for groceries in person, and 64% wanted to buy their food and beverages that way. 41% preferred to buy alcohol and spirits in-store as well. When it comes to groceries like produce and meat, consumers want to be certain that they’re buying a high-quality product.

The same is true for furniture and automobiles. 43% of consumers preferred to shop in-person for furniture, and over a third (33%) preferred to shop for cars that way too.

Caught in the middle

Some product categories got caught in the middle, like beauty and personal care, apparel, and household goods. A third (33%) of respondents said they liked to shop online and then pick up their purchase in-store.

Shopping in-store seems to be key for building trust in these categories. Consumers like trying out products, getting free samples, and the overall tactical experience of a brand. Once trust is established, it’s easy for consumers to switch over to online shopping or omnichannel experiences.

The bottom line

Discussions about whether consumers prefer to shop online vs. in-store miss the nuance of how people actually shop. Yes, there are some people that definitely prefer one type over the other. But as the market increasing begins to deliver omnichannel experiences, the line between online and in-store shopping grows ever more blurry. For now, keep these things in mind:

Knowledge is power. Consumer electronics and appliance brands should lean into detailed product descriptions on ecommerce sites and focus on cultivating online reviews.
Seeing (and feeling) is believing. Give consumers the opportunity to test out products in person, especially if they’ll be ingesting or sitting on them.
Deliver omnichannel experiences. Give people the ability to try or see products in-store while offering a strong ecommerce experience.

Do your consumers prefer to shop online or in-store?

Unfortunately, one size does not fit all. Though we asked a nationally representative sample in our survey, your unique audience and target market may have different preferences. Get granular by asking how your target shoppers prefer to buy.

Online vs. in-store shopping: what product categories does each win?