The number of people who shop online is increasing year on year. In 2016, shoppers made 51 percent of purchases online, and this is a trend that has been developing and gathering speed over the course of the last five years. With Internet shopping on the rise, is it unquestionable to think of a mall without any stores? In years to come, will the idea of going shopping with friends or indulging in retail therapy involve gathering around a screen or discussing purchases and swapping photos on an instant messaging group?

The rise of Internet shopping

Research suggests that the popularity of online shopping is growing all the time. There are more sites out there, there’s more choice, and people are increasingly reliant on convenient ways of shopping. While there’s still a strong case for physical stores, especially during peak periods, like the holidays, there’s no getting away from the fact that more people are choosing to use the Internet rather than visiting a store. Trends show that it’s also not just a case of shopping on your favourite store’s website. Online-only shops are also beginning to dominate the market. According to data from the Office for National Statistics in the UK, businesses like Amazon and Asos are building their client base on a daily basis. In 2015, these online-only stores took almost 50 pence out of every pound spent online. This is a significant increase from 41 pence in 2014.

Online shopping is more accessible than ever before, and it’s available 24-hours a day, almost anywhere imaginable. In 2017, 96 percent of Americans shopped online. Although most purchases are still made offline, the gap between the web and physical stores is closing all the time.

What’s so good about online shopping?

Online shopping offers a range of benefits for consumers, especially those who don’t have the time or energy to hit the shops. With an Internet connection, you can browse, choose an item and pay in a matter of seconds. Time is of the essence for many shoppers. Although some enjoy moseying around the stores and trying things on, shopping is not everyone’s idea of fun, and online shopping can make the experience much less stressful and time-consuming. You can order what you want or need at the tap of a button from anywhere you like. You can shop in bed, on the train or while you’re sipping a cool drink on vacation. There are virtually no limits when it comes to online shopping due to advances in connectivity and the widespread availability of wifi networks and 4G. The Internet also makes shopping accessible to everyone. If you struggle to get out and about, you have health issues, or you don’t drive, getting the items you want doesn’t have to be a military operation. You no longer have to worry about getting public transport or asking for lifts. You can shop from the comfort of your own sofa.

Internet shopping is not just advantageous because it saves time and effort. You can also access a much wider range of goods online, and the web can also open you up to new shopping experiences. If you’ve ever used auction sites, for example, you may understand the thrill of winning the contest and securing a product at a bargain price. Online shopping gives you the chance to switch up the way you shop and find out more about different techniques and experiences offered by retailers. The rise in popularity of online shopping has also prompted retailers to work on their USP. There’s a huge amount of competition out there, and this benefits the customer. Companies are building on existing ideas and models to make them better. If you’re looking for an example, check out this article entitled Here’s How DealDash Is Revolutionizing The Online Auction Industry, and take note of the differences between these auctions and traditional pay to enter auctions. As a consumer, competition brings new opportunities and enhanced experiences, which you can’t enjoy when you trawl stores at a mall. There’s also the small matter of money. When you go shopping, it’s not always possible to see how much the items you want cost at different stores. With online shopping, you can compare prices in seconds. This means that it’s easier than ever to get more for your money.

Another advantage of online shopping is the ability to learn about products before you buy. In a store, you’re probably not going to have a load of reviews posted on the shelf below a TV, a laptop or a garden furniture set. If you’re online, you can read independent reviews and customer comments before you make a decision.

Are there any downsides?

Nothing is perfect, and if you surveyed a group of people about their online shopping experiences, there are bounds to be gripes and complaints in there somewhere. Perhaps the most significant difference between Internet shopping and traditional shopping is the inability to enjoy the experience of going into a shop, interacting with assistants, trying the products for size and taking advantage of that personal touch. The online experience is very different. It’s faster, it’s more clinical, and there’s always an element of risk involved. Some stores offer free returns to eliminate anxiety about what happens if a product isn’t suitable, but this isn’t a universal perk. There’s also a chance that you’ll end up receiving something that looks completely different to the product you thought you’d ordered. We’ve all seen hilarious examples of online shopping gone wrong in the papers, but this is the risk you run when you haven’t got a product in front of your very eyes.

Although we laud online shopping for its convenience and speed, it can still be a more time-consuming process than going into a shop. If you want something straight away, buying in-store is almost always the best option. Even if same-day delivery is available, this is likely to come at a cost, and you’ll still have to wait hours rather than seconds or minutes.

So what does the future hold for the high street?

If you listen to broadcasts or read the news, it’s not uncommon for high street giants to report losses. The trouble is that it’s hard to ascertain the causes of slow sales. In the UK, some retail magnates are struggling, but is this purely the result of rising online retailers? It’s unlikely that the popularity of online shopping is the sole cause, especially as many of the companies that are hitting the headlines have a strong online presence. There are many factors at work, including political change and uncertainty, and some businesses are going through a period of adjustment to try and cater to new consumer trends.

The key to surviving in any business is being able to adapt to a changing environment. Time brings change, and in this case, retailers who are used to packed shop floors need to adjust to new ways of shopping. Many are stepping up their online game to attract new customers, but it also makes sense to try and make traditional forms of shopping more appealing. The aim is to enhance the experience so that customers enjoy the time they spend in-store. If they have fun, they’re impressed with the service and the shop looks the part, this is going to make them want to return and also encourage them to recommend that store to others. From installing DJs in a trendy clothing store on a Saturday afternoon to providing interactive displays featuring products on sale in a tech store, there’s a lot to be said for actually going into a shop still.

What factors affect your decisions?

When you think about shopping, what factors influence the decisions you make and ultimately, make the difference between shopping online or visiting a store? Do you prefer the personalised experience on offer in a shop or do you enjoy the speed and convenience of shopping from your living room? Sometimes, the type of products you buy makes a difference. You may feel much more comfortable ordering books, games or films online than you would a wedding dress, a state of the art TV or a new pair of shoes, for example. There’s also the question of time. If you’ve got spare time, perhaps you’d like to spend it perusing the shelves. If, on the other hand, you’re in a mad rush, you probably don’t want to contend with traffic, finding a parking space and waiting in line for the fitting room. There’s also the issue of accessibility. If you can walk to a store in five minutes, this is going to save you more time than it would to place an order and then wait for delivery. However, if you don’t drive, you work shifts, or you don’t live near a shopping centre, online shopping is a much more attractive proposition. Everyone is different, and there’s no right or wrong answer. Choose how to shop based on what you need, how much time you have and what kind of experience you’re looking for.

There’s no doubt that the Internet has changed the way we shop. With online shopping on the rise, it may seem likely that retail stores are doomed, but there’s every chance that many will adapt and adjust effectively. We may be fans of online shopping, but don’t write off your favourite high street stores just yet.