E-Commerce Study Finds In-Store Shopping Sentiment Up

Ryder System, an American transportation and logistics company, released its 10th annual e-commerce consumer study exploring U.S. online shoppers’ behaviors, preferences and expectations that pertain to purchasing, omnichannel experiences, packaging, shipping, returns and sustainability. 

The 2024 study, titled “The Influence of Omnichannel Excellence on Consumer Behavior,” highlights key factors influencing purchasing decisions, customer loyalty and retention as consumers reintegrate physical stores into their shopping journeys.

Among the key findings, the study determined that e-commerce activity remains robust, but a universal affinity for in-store shopping has emerged. In 2023, 40% of study participants reported shopping in-store specifically because they enjoy the experience (e.g., trying items on, comparing products, etc.), according to the report. This year, that number inflated to 61%, prompting brands to invest in the in-store experience and integrate technology to streamline processes. 

Additionally, 35% said they shop in-store because they don’t want to wait for online orders in the mail (+4%), and 15% say they shop in-store to avoid package theft (+8%).

“Retail and e-commerce continue to evolve,” Jeff Wolpov, senior vice president of e-commerce for Ryder, said in a media release on the results. “The emergence of e-commerce and growth of omnichannel fulfillment, particularly over the past four years, has altered consumer expectations and behavior dramatically and will continue to do so as time and technology allow. This latest study demonstrates that, while consumers maintain a robust appetite for e-commerce, they are simultaneously embracing in-person shopping, presenting an impetus for merchants to refine their omnichannel strategies.”

Key takeaways from the 2024 report include:

• Cosmetics and apparel shoppers show a growing attraction to buying in-store. 
  • Shoppers are more inclined to make these purchases in a physical location than they were last year. 
  • 41% of shoppers who buy cosmetics said they prefer to do so either in a brand’s physical retail location or a department/convenience store (+9%). 
  • For apparel shoppers, 54% prefer to buy clothing in those same brick-and-mortar locations (+9%).
• Consumers are extremely reliant on mobile devices when shopping in-store. 
  • 77% of consumers search for items on their mobile devices while in a store. 
  • 69% compare prices with items in nearby stores.
  • 58% check availability at other stores. 
  • 31% want to learn more about a product.
  • 17% want to see other items frequently purchased with a product they’re considering.
• ​More customers prefer returning online purchases in physical stores. 
  • 55% of shoppers (+15%) now say they would rather return online purchases in-store — the first time since early 2020 the preference to buy-online-return-in-store (BORIS) has outweighed returning via mail. 
  • 40% of shoppers said they often make additional purchases when picking up or returning online purchases in-store (+2%).
• Nearly half (46%) of consumers said their online shopping habits are influenced by children born in 2010 or later.
  • 44% said “They introduce me to new brands.”
  • 41% said “They tell me what’s in style/popular.”
  • 40% said “They ask me to buy products they’ve learned about from social media influencers/personalities they like.”
  • 38% said “They introduce me to online shopping platforms or methods I didn’t know about (e.g., Instagram Shopping, in-app purchases, etc.).”