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It was easy to shop. You entered a store, shopped the aisles, picked up what you needed (and probably a few things you didn’t), and then found yourself waiting in a line that seemed to be moving as slowly as a tortoise. Today, you can purchase groceries, clothing, and even a couch without even putting on pants. Although the emergence of e-commerce has altered our purchasing habits, does this portend the demise of physical stores? Let’s dissect it.
Convenience: Pajamas vs. Parking Lots
The convenience of online shopping is one of the main factors that makes it so popular. When you can just click a button and have your order delivered to your door, why fight traffic, look for a parking space, and endure lengthy checkout lines?
For introverts, night owls, and anyone else who would prefer not to strike up a conversation with a cashier, online shopping is ideal. Conversely, there is a certain appeal to visiting a store and physically inspecting and handling goods before making a purchase. Additionally, you can get what you need in a physical store without having to wait days—or weeks, if your package gets lost in the delivery black hole.
Price and Deals: The Hunt for Bargains
When it comes to pricing, e-commerce frequently leads. Because they don’t have to pay for rent, electricity, or a physical store, online retailers can pass the savings along to their customers. Additionally, there are a ton of cashback offers, flash sales, and discount codes on the internet.
However, physical stores retaliate with in-store sales, clearance shelves, and the traditional “Buy one, get one free” offers that deceive your mind into purchasing more than you actually need. Additionally, unless you include the price of gas and that random coffee you bought on the way, there is no shipping charge when you purchase something in person.
The Experience Factor: Click vs. Touch
A physical store is an experience to shop at. Being able to physically interact with products before purchasing them is satisfying, whether you’re trying on clothing, testing a mattress, or sniffing various candles until you start getting strange looks.
However, e-commerce is catching up. These days, a lot of internet merchants provide 360-degree product views, virtual try-ons, and photo-rich customer reviews. Let’s face it, though, there’s nothing better than trying on a pair of jeans and discovering they fit flawlessly before making a purchase. (Because returning clothes bought online is a special kind of annoyance.)
Chatbots vs. Humans in Customer Service
Have you ever tried to return something online and ended up chatting with a chatbot that says your issue is “very important” but gives you completely meaningless responses?
It’s not fun, yes. Physical stores, on the other hand, have real staff members who can help you immediately—unless, of course, they are mysteriously unavailable when you need them most.
However, online shopping is improving in this area. Many websites now offer live chat with real people, easy return processes, and even home pickup for returns. In-store returns continue to be the most practical choice if you’ve ever had to print a return label, locate a box, and find the closest post office.
Impulsive Purchases: Checkout Lane vs. Cart
Retailers, both online and in physical stores, are adept at convincing you to buy things you didn’t plan to.
While online retailers bombard you with flash sales and a “People also bought” section just as you’re ready to check out, physical retailers place candy bars, gum, and last-minute items strategically close to the checkout.
The main difference? You might think twice before adding another item to your cart in a store because you can view the total in real time. Clicking “Add to Cart” five times online and then acting shocked when your bank account starts to cry is way too easy.
Who Wins, in the End?
Honestly? This depends on the kind of shopper you are. If you hate crowds, love convenience, and like getting surprise packages in the mail (even if you ordered them yourself), e-commerce is the obvious choice.
Brick and mortar stores, however, are still viable if you like the tactile experience of shopping, need to try something before you buy it, or simply want to get your hands on something right away.
Both shopping methods ultimately have advantages and disadvantages, so many companies are combining the two with options like same-day delivery from nearby stores or buy-online-pick-up-in-store (BOPIS).
So, is brick and mortar being replaced by e-commerce? Not precisely. Similar to how streaming services didn’t totally replace movie theaters, they are simply developing alongside one another because sometimes you just want to experience something in person.
Furthermore, there will always be a certain appeal to aimlessly browsing a store and leaving with five items you didn’t realize you needed, regardless of how fantastic online shopping becomes.
