Top Six Reasons Why Customers Shop Online or In-Store

marketing tips Jan 01, 2019

“Online Shopping. Because it’s frowned upon to be in a store with no bra, sweatpants and a glass of wine…” - Anonymous

There is a lot of talk about the death of in-store retail business due to the shift of consumer shopping behavior online. While it’s true that more and more customers opt in to buy products online, the brick-and-motor stores are not going away any time soon. Even digital first businesses like Amazon, Warby Parker, Everlane, Away and others open physical stores understanding that people continue to use both. Ya know, it doesn’t matter where the money is coming from as long as it keeps coming :)

Whether you have a brick-and-motor store or an online destination or both, it is important to understand specific reasons why consumers use one or the other. That way you can tailor your advertising message to appeal to each group and make it more effective. At the end of the day, your main goal is to grab customers’ attention and convert it into sales.

Multiple studies have been conducted to figure out people’s shopping behavior and different motivations behind it, but most all of them boil down to the main reasons below:

Shopping online:

  1. Convenience - people can research and buy products on their own terms whenever and wherever they want
  2. Avoiding crowds - no hustle, no lines
  3. Better deals - consumers believe that they can find more competitive pricing online
  4. Major time saver - the purchase is only one click away


  1. Physical experience - see, touch and try the product before purchasing it
  2. Instant gratification - don’t need to wait for shipping, getting the product right away

Keep the above reasons in mind when you craft your marketing message. For your online shop, focus on deals and convenience, while emphasizing immediacy and product experience for brick-and motor store. You can get real creative with those headlines and call to action!

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