Why Most Shoppers Still Choose Brick-And-Mortar Stores Over E-Commerce

Long live the brick-and-mortar store. Everyone knows online shopping has never been easier or more accessible. But despite the surge in e-commerce capabilities, mobile applications and other technology advancements — including voice-activated shopping and the proliferation of Amazon Dash buttons — the majority of American consumers still want the tactile experiences offered by physical stores. The ability to see, touch and feel products as well as take items home immediately rank highest among the reasons consumers choose to shop in stores versus online, according to Retail Dive’s Consumer Survey. For the first question in a six-part series looking at consumer shopping habits, we surveyed 1,425 U.S. consumers via Google Surveys about the reasons why they choose to shop in stores over online. By a fairly wide margin, the primary motivation for shopping in stores is to see and try out products before purchasing. However, some notable differences exist among shoppers, depending on their gender, age and location. Read more at Retail Dive.