Younger shoppers (18–34) often cite in-store crowds and sensory overload as reasons they prefer online shopping over physical stores.
What if we asked ourselves: "What are the main factors that drive consumers to choose in-store or online for a specific shopping occasion?”
Key findings include:
- They avoid stores due to anxiety, overstimulation, or complicated shopping, so a simplified environment is essential.
- Reducing assortment, promotions, and store complexity - simplifies shopping, attracting and retaining younger shoppers.
Adults 35–54 more often cite ‘time tax’ failures (lines, missing items) and price comparisons as reasons for switching.
- This audience sees channel selection as an optimization challenge: switching to online or different in-store channels when lines are long, items are hard to find, or prices are unclear.
- They cite online versus in-store price comparisons as a reason to change the purchase channel.
Older shoppers (55+) favor channels that allow them to inspect products and interact with staff, so poor service is a bigger deal-breaker.
- Older respondents value being able to see, touch, and personally select items, especially food, and are less patient with dismissive or obstructive staff interactions.
- When service fails to meet their expectations, they prefer leaving the store rather than persisting despite dissatisfaction.
Developing differentiation: Which shopping experience improvements will influence future channel choices for in-store and online options?
- Shoppers expect a hybrid shopping experience in the future, but store ‘anchors’ like shopping ease, product availability, and fresh foods remain vital in maintaining the importance of stores.
- Many shoppers plan to continue using both channels, choosing based on their purchase needs and timing. In-store shopping remains preferred for categories needing inspection and immediate possession. With the emergence of Agentic retailing, expect greater diversity in purchase locations.
- The main in-store differentiation is to reduce time and stress through better staffing, checkout, and store design.
- Shoppers cite long lines, crowded spaces, and overstimulation as frustrations that undermine store visits. Streamlining checkout and creating calmer atmospheres can reduce abandonment and boost quick-trip appeal.
- Shoppers want transparency, dependability, welcoming associates, simplified assortments, clearer pricing and promotions, and relevant products for a smooth shopping experience.