Omnichannel Retail

Online shopping vs Offline Shopping- What's better?

Brands are in a constant dilemma when it comes to online shopping vs offline shopping. Explore how you can use both to your advantage


The buying patterns of consumers have changed drastically over the years. Advancements in technology have enabled businesses to provide services with the utmost precision that allow consumers to access brands at ease.

Even with such advancements, many shoppers prefer offline shopping over online shopping. The reason people choose online shopping or offline shopping can vary from convenience to competitive prices.

No matter where your shoppers are completing their purchase (online or offline), the customer journey always tends to start online.

Hence, it is essential to first evaluate the current trends and statistics of online and offline shopping to devise an actionable strategy that allows you to connect your digital shoppers to your retail stores.

Online Shopping and Offline Shopping Statistics

Online shopping and offline shopping statistics

Here are some other statistics to keep in mind:

1. 66% of shoppers prefer online shopping to find the items they’re looking for. (Think with Google)

2. 88% of consumers think detailed product pages are crucial to make a purchase.

3. Ecommerce will make up 22% of global retail sales by 2023.

4. Over 75% of people are shopping at least once a month online.

5. 42% of holiday shoppers research online and buy while 23% buy in-store.

6. E-commerce sales are predicted to hit $6.5 Trillion by 2023 (Statista).

7. 63% of shopping journeys start online (Think with Google).

8. Amazon accounted for 50% of all US E-commerce sales in 2021.

9. Retargeting a website visitor makes it 43% more likely that they will buy from your site.

10. Millennials are the largest group of online shoppers in the US.

11. 53% of consumers say that free delivery would increase the likelihood of their purchase.

12. 63% of consumers would go to an online marketplace for a first-time purchase because of better prices.

13. 39% of people who shop online say that a major influence in the purchasing decision is the availability of a free return policy.

14. The global fashion ecommerce market is forecast to reach $759,466 million in 2025. (Statista, 2021)

15. 45% of shoppers prefer to shop on Instagram while 41% would choose Facebook.

16. 85% of social media purchases are from Facebook (Shopify, 2018)

17. 30% of online shoppers say they would purchase from brands through Instagram, Twitter, Pinterest, or Snapchat.

18. Online shopping on tablets has a 3.3% conversion rate

19. 58% of holiday purchases were made online in 2020.

20. The online retail value for Thanksgiving was estimated to reach $5.9 billion

21. Online retail sales during holiday seasons are forecasted to grow 35.5% annually.

22. 61% of consumers agree that easy search and navigation is the most important aspect of online shopping.

23. Reports suggest that 30.8% say they want to see or feel products at the store.

24. 73% of retail  consumers use multiple channels to shop

25. 70% of shoppers said that the ability to shop in-store is important when deciding which brand or retailer to buy from.

26. 48% of shoppers will share data for more personalized service. (Deloitte)

27. Omnichannel customers spend 4% more in-store and 10% more online than single-channel customers.

28. According to Forbes, same-day delivery is crucial to 45% of millennials.

29.82% of Millennials still prefer in-store shopping.

30. 70% of millennials trust in online consumer opinions and reviews

Read more 63 M-Commerce Statistics for Marketers

Online Shopping vs Offline Shopping

Online Shopping vs Offline Shopping

How are Online and Offline Shopping Connected?

“Digital shopping continues to grow, but it’s no longer a competition between online and offline. Today, many retailers find that half of their online sales are supported by their stores,” said Robert Hetu, VC & Research Analyst at Gartner.

Online shopping statistics

Brands are in a constant dilemma when it comes to online shopping vs offline shopping. But Online shopping and Offline shopping are connected in many ways.

Customers not only just want quality products but also convenience. They also expect a brand to be connected across all touchpoints.

“Many consumers who have downloaded a retailer’s app use it for online purchases while others use it to obtain a coupon or discount offer that can be availed at the physical store,” added Mr. Hetu.

Read more A Complete Guide to Social Shopping

Reports have found that most consumers begin their journey online for research and review.

Hence, businesses must make their consumers’ online experience as seamless and convenient as possible.

Let’s take an example

A clothing brand sells its products via its website, app, Instagram and Facebook shops, third-party websites, and brick and mortar stores. A customer approaches the brand on their website and completes a purchase online but wants it delivered as soon as possible. A true omnichannel experience allows the customer to avail flexible delivery options such as buy online pick up in-store or same-day delivery.

This is an excellent example of how online and offline shopping is connected.

Whether it’s a B2B or a B2C brand, having a connected omnichannel strategy gives them an upper hand over others. It is a valuable asset for brands that wish to offer an excellent customer experience.

The Statista Global Consumer Survey attempted to understand how important flexible combined online and offline solutions are across countries like Germany, the UK, France, and Italy. The report revealed that the service that is more frequently used by consumers is checking online if the product is available at their nearest store.

When online and offline shopping is connected, businesses can identify customers in the online space and use various tools to incentivize them to visit their nearest store.

Thus, connecting your online and offline space can significantly impact your revenue outcomes and give a chance to drive footfall to your retail stores.

The Ultimate Customer Experience

Online and offline shopping is here to co-exist. A connected consumer expects the best of buying online combined with offline shopping. As a brand, it is essential to provide a seamless buying experience for the customers by connecting the online and offline space.

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