INSIGHTS ON THE TIGHT BONDS BETWEEN ONLINE AND OFFLINE SHOPPING

E-Commerce has conquered and revolutionized the shopping world for businesses and consumers. Hardly a newsflash, I know.

But will e-commerce eventually make physical stores obsolete? No, never! Au contraire!

I already admitted that I was possibly born to shop. So of course and in spite of my preference for digitalisation I would not want to give up the “physical shopping feeling”. Not for all the e-shops on the planet.

But after reading and pondering quite a bit on this topic I can tell that there are more reasons than my egoism to stick with physical shops.

The pleasure of physical shopping

Let’s say you intend to buy a new car, exclusive jewellery, fashion or art.

Would you buy a car without at least one test drive? If you are not buying the driver as well I guess the answer will rather be no. Before you spend money on a ten thousand dollar diamond ring or on an artwork you must have seen this piece “life”. Right?

I think we have an accord that this cannot be done in an online-shop. But what if you liked the item you just tried but you cannot make the bold decision of buying it immediately? Of course you can take your time to think again before making such an investment and go back to the shop on another day. Still, we all have a life to get on with, a job that would not allow us to shop any time we want and we have to cut out time for shopping.

The comfort of e-commerce

This is where an online-shop comes in handy. You made up your mind that you want to buy the diamond ring that you tried. You know the size you need, are confident that it suits you and just want to have it as soon as possible. If so you open your browser and buy this item online during a coffee break.

How on- and offline shopping influence each other

Now we are getting to the reasons why e-commerce can be highly beneficial for a brand’s offline-store.

If you are shopping online you can compare offers and order the best one literally from your sofa which is very comfortable. The sellers on the other hand can easily gather data to what places which products are shipped.

Apparently, some online-shop owners set up an actual physical stores at places where they receive a lot of orders from. To me this sounds very logical since in this case these front stores are also a marketing instrument and brands know where there already existing offline stores can make more business. Not to forget that a physical store is a dangerous place for consumers since they could buy more than they actually needed or would have purchased online.

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