It often seems as if people are shopping online more and more frequently these days. At the same time, however, shopping centers are also evolving and remain well frequented. So it seems that both forms are needed. How do we actually make purchasing decisions today? A product can be viewed in a store and purchased online later. Or you can first find information on the internet and then drive to the shopping center. This is precisely why online and offline retailers are working more and more closely together today.
Why purchases almost always start on the internet today
Most people today first search for information online. They look at products on the internet, read reviews, and compare prices. However, this does not mean that everything is purchased directly online. The internet is often used primarily to gather information. You can check product features, read reviews, or find out which store has an item in stock.
This behavior is no longer limited to shopping. In many areas, people first compare offers on the internet before making a decision. This also applies to online entertainment, where users often search for overviews to better evaluate providers, bonus offers, and terms and conditions. On sites such as https://spielen-slots.de/, for example, various online casinos are compared with each other. Bonuses, advantages, disadvantages, and payment methods are clearly summarized in one place, so that users can find a suitable platform more quickly.
The internet has become particularly important thanks to smartphones. Almost 9 out of 10 users now go online via their smartphone or similar devices. Practically everyone carries a small source of information in their pocket—whether it’s about casinos or retail products. That’s why the search for a product often starts right there today.
Why shopping centers remain popular
Despite the growth in online retail, physical stores have not disappeared. Many people want to see a product with their own eyes before they buy it.
In a store, you can assess things that are difficult to judge on a screen – such as the quality of a material, the actual size, or how comfortable a product is to use. This is particularly important when it comes to clothing, furniture, or technical devices.
In addition to shopping, the social experience also plays a role. For many people, shopping malls are places to meet up, eat together, or simply stroll through the stores without a fixed plan. In stores, you can also talk to salespeople and get personal advice. Shopping quickly becomes a small leisure activity.
Why online shopping continues to grow
According to Eurostat, around 77% of internet users in the EU purchased goods or services online in 2024. Ten years earlier, the figure was significantly lower – in 2014, it was only 59%.
The most important reason for the popularity of online shopping is convenience. You can find a product in a few minutes and order it directly to your home. You save time and don’t have to go anywhere.
Online stores also allow you to compare prices quickly. This is another reason why many people start their product search on the internet. Mobile use also plays a major role. In Germany, more than 55% of online purchases are now made via smartphones or other mobile devices. Because cell phones are always at hand, shopping is particularly quick. This often leads to spontaneous purchases.
Another significant factor is fast delivery. In some cases, orders arrive on the same day. This makes online shopping feel almost as fast as shopping in a store.
What actually influences the purchase decision?
When people decide where to buy a product, they usually pay attention to a few basic factors. The following are particularly important:
- the price;
- the convenience of shopping;
- the speed of delivery;
- trust in the retailer;
- the option to return a product.
If a product is relatively inexpensive, many people skip the trip to the store and simply order it online. However, when it comes to more expensive purchases, many people want to see the item in real life first. That’s why electronics and furniture, for example, are often viewed in stores first.
Online and brick-and-mortar stores no longer compete directly
Today, online and offline retailers are increasingly working together rather than competing with each other. Buyers use both channels within a single purchasing process.
A typical situation looks like this: a product is found online but purchased in a store. In retail, this is called the ROPO effect – research online, purchase offline.
There is also the reverse case. Someone looks at a product in a store and later discovers a better price on the internet. That’s why many brands today combine their sales channels. A common example is click-and-collect: the product is ordered online and then picked up in the store. This saves time and reduces delivery costs.
What is bought more often online – and what in the store
Which channel is used often depends on the product itself. Some things are ordered online without hesitation, while others people prefer to see in person first. Frequently purchased online: electronics, clothing, books, small household appliances. More frequently purchased in stores:
- furniture;
- groceries;
- expensive technical devices.
The reason is simple – many people want to see the quality for themselves before making a major purchase.
