Why UK Internet Users Still Enjoy In-Store Shopping - eMarketer

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Why UK Internet Users Still Enjoy In-Store Shopping

Even when ordering online, many want to pick up their items at a brick-and-mortar location

March 27, 2017

According to a recent report from Retail Week, many UK internet users are more likely to shop in-store rather than shop online because they don’t want to wait to receive their items—they want to get them immediately.

Reasons that UK Internet Users Are More Likely to Visit a Physical Store Rather than Shop Digitally, Nov 2016 (% of respondents)

In addition to immediacy, the study also found that more than half of respondents would be more inclined to visit a physical store as opposed to shopping online because they want to try and feel the products before making a purchase in-store at a later date.

Similarly, nearly four in 10 said they want to try out the product before they buy it online.

Respondents also like that they can ask salespeople for advice in physical stores. While some online stores have a chat feature that offers almost the same service, many still don’t.

Even when shopping online, many UK internet users want to involve a physical store at some point.

Almost half of respondents said that they considered free next-day delivery to a store to be important when shopping online. And three in 10 said same-day or reservation-based click-and-collect was an important factor when considering delivery.

Ben Clague

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