--- title: Why Consumers Still Prefer Brick-and-Mortar Shopping description: There is no doubt that ecommerce is growing as an industry, yet it still only makes up 8 percent of... image: https://www.websitemagazine.com/hubfs/Imported_Blog_Media/storefront_100x100-Jan-22-2023-11-49-10-7810-PM-1-1-1.png --- [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) [![Website Magazine Logo](https://www.websitemagazine.com/hs-fs/hubfs/gradient-regular@3x-1.png?width=586&height=145&name=gradient-regular@3x-1.png "Website Magazine Logo")](http://Website%20Services,%20Inc.) - [About](https://www.websitemagazine.com/about) - [FAQs](https://www.websitemagazine.com/about/faq) - [Advertise](https://www.websitemagazine.com/about/advertise) - [Editorial Staff](https://www.websitemagazine.com/about/editorial-publishing-staff) - [Resources](https://websitemagazine.tradepub.com) - [Newsletter](https://www.websitemagazine.com/newsletter-sign-up) - More - [Contact Us](https://www.websitemagazine.com/contact) [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) Search - [Latest](https://www.websitemagazine.com) - [Design](https://www.websitemagazine.com/web-design) - [Development](https://www.websitemagazine.com/web-development) - [SEO](https://www.websitemagazine.com/seo) - [Ecommerce](https://www.websitemagazine.com/ecommerce) - [Content](https://www.websitemagazine.com/content) - [Marketing](https://www.websitemagazine.com/marketing) - [Advertising](https://www.websitemagazine.com/advertising) - [Email](https://www.websitemagazine.com/email) - [Infographics](https://www.websitemagazine.com/infographics) - [View All Topics](https://www.websitemagazine.com/channels) # Why Consumers Still Prefer Brick-and-Mortar Shopping ![Allison Howen](https://www.websitemagazine.com/hubfs/Allison%20Howen.jpeg) [by Allison Howen](https://www.websitemagazine.com/ecommerce/author/allison-howen) 18 Aug, 2014 - - - [mailto:?Body=https://www.websitemagazine.com/ecommerce/why-consumers-still-prefer-brick-and-mortar-shopping](mailto:?Body=https://www.websitemagazine.com/ecommerce/why-consumers-still-prefer-brick-and-mortar-shopping) - Link Copied! ![Why Consumers Still Prefer Brick-and-Mortar Shopping](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/storefront_100x100-Jan-22-2023-11-49-10-7810-PM-1-1-1.png) **There is no doubt that ecommerce is growing as an industry, yet it still only makes up 8 percent of the total retail market.**   Because of this, Ripen ecommerce [conducted a study](https://www.ripenecommerce.com/blog/ecommerce_survey#prettyPhoto) to shed light on what makes American shoppers more likely to make purchases in-stores than online. The findings reveal that the majority of shoppers (30.8%), unsurprisingly, like to "see or feel" items in person before making a purchase. Additionally, 29.9 percent of shoppers cited instant gratification as a reason why they purchase in-store instead of online, followed by 16.9 percent of shoppers worried about privacy when shopping online and 14.4 percent of shoppers wanting to save on shipping by making purchases in-stores.   "Our survey found the largest portion of users 'want to see or feel item in person' or 'want an item right away.' These are obviously two big obstacles for ecommerce companies," said [Ripen](https://www.ripenecommerce.com/)'s Marketing Director David Rekuc. "But they aren't insurmountable. Online retailers can offer free samples to get their products in consumers' hands and, while most small e-retailers can't offer same-day delivery nationally, there's no reason they can't consider it for their local shoppers."   In addition to Rekuc's suggestions, there are a variety of other ways merchants can try to close the gap between traditional and online shopping. For example, technology like [virtual fitting rooms](https://www.websitemagazine.com/blog/virtual-fitting-rooms-to-try-on) (offered by companies like Fits.Me, [Clothes Horse](https://clotheshor.se/) and [True Fit](https://www.truefit.com/business)) can help merchants improve consumer confidence. This is because these solutions enable shoppers to virtually "try on" apparel items before making a purchasing decision. Furthermore, displaying security badges on check out pages (like [VeriSign](https://www.verisign.com/) or [TrustE](https://trustarc.com/)) can ease consumer security fears, while offering free shipping promotions is also a good way to persuade shoppers to complete purchases online.   ![](https://www.websitemagazine.com/hs-fs/hubfs/Imported_Blog_Media/ripenecom_consumerpreferencechart-1-1-1-1.png?width=610&height=379&name=ripenecom_consumerpreferencechart-1-1-1-1.png)   ![Allison Howen](https://www.websitemagazine.com/hubfs/Allison%20Howen.jpeg) [Allison Howen](https://www.websitemagazine.com/ecommerce/author/allison-howen) I'm a creative and adaptable journalist with experience in both print and digital media. Some of my best attributes include my social media management, writing and video editing skills. Skills: • Managing social media accounts with tools like HootSuite and Sprout Social • Creating and marketing content for print and digital media • Editing videos with software like Avid Media Composer • Composing articles with Adobe InCopy • Strong knowledge of AP Style • Skilled at interviewing and writing • Able to work on a deadline and produce quality results • Organized and detail oriented • Innovative problem solver - - - [mailto:ahowen@websitemagazine.com](mailto:ahowen@websitemagazine.com) #### Popular Post ### [The Impact of Late and Inaccurate Deliveries on Customer Loyalty ![The Impact of Late and Inaccurate Deliveries on Customer Loyalty](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/package_delivery-1-1.jpg)](https://www.websitemagazine.com/ecommerce/the-impact-of-late-and-inaccurate-deliveries-on-customer-loyalty) ### [Top 50 Customer Relationship Management Solutions ![Top 50 Customer Relationship Management Solutions](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-22-2023-11-50-42-2994-PM-Apr-10-2023-01-15-57-0982-PM-2-2.png)](https://www.websitemagazine.com/ecommerce/top-50-customer-relationship-management-solutions) ### [Square Cash Now Available for Business Use ![Square Cash Now Available for Business Use](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/squarecash-mini-Jan-22-2023-11-46-25-0939-PM-1-1-1.jpg)](https://www.websitemagazine.com/ecommerce/square-cash-now-available-for-business-use) #### Subscribe to Our Newsletter! [![](https://a.impactradius-go.com/display-ad/13053-1438301)](https://semrush.sjv.io/c/3976891/1438301/13053)![](https://imp.pxf.io/i/3976891/1438301/13053) #### Latest in Ecommerce [![WordPress vs. Shopify: Which One to Choose in 2023?](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/Shopify-vs-WordPress-1-1.jpg) WordPress vs. Shopify: Which One to Choose in 2023?](https://www.websitemagazine.com/ecommerce/wordpress-vs.-shopify-which-one-to-choose-in-2023) [![Just Practice: 4 Steps to Turn Visitors into Customers and Clicks into Cash](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/happyshopper-1-1.jpg) Just Practice: 4 Steps to Turn Visitors into Customers and Clicks into Cash](https://www.websitemagazine.com/ecommerce/just-practice-4-steps-to-turn-visitors-into-customers-and-clicks-into-cash) [![The Impact of Late and Inaccurate Deliveries on Customer Loyalty](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/package_delivery-1-1.jpg) The Impact of Late and Inaccurate Deliveries on Customer Loyalty](https://www.websitemagazine.com/ecommerce/the-impact-of-late-and-inaccurate-deliveries-on-customer-loyalty) [![2023 Master List of Ecommerce Solutions](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/shopping-cart-icon-Jan-22-2023-11-53-37-0814-PM-Apr-10-2023-01-07-48-8582-PM-1-1.png) 2023 Master List of Ecommerce Solutions](https://www.websitemagazine.com/ecommerce/master-list-of-ecommerce-solutions) [![Investing in the Online Fraud Fight](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-22-2023-11-53-50-0583-PM-Apr-10-2023-01-16-02-7173-PM-3-3.png) Investing in the Online Fraud Fight](https://www.websitemagazine.com/ecommerce/investing-in-the-online-fraud-fight) [![How to Be Successful on Amazon](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/amazonaa85f88ec5e163acbc5dff0000ff1aaa-Jan-22-2023-11-53-06-1544-PM-2-2-2.png) How to Be Successful on Amazon](https://www.websitemagazine.com/ecommerce/how-to-be-successful-on-amazon) [![gradient-regular@3x](https://www.websitemagazine.com/hs-fs/hubfs/gradient-regular@3x.png?width=128&height=128&name=gradient-regular@3x.png)](https://www.websitemagazine.com/) 999 E Touhy Ave, Des Plaines, IL 60018   [info@websitemagazine.com](mailto:info@websitemagazine.com) [(888) 7WEBMAG](tel:18887932624) [(312) 313-6576](tel:13123136576) About - [Advertise](https://www.websitemagazine.com/about/advertise) - [Editorial](https://www.websitemagazine.com/about/editorial-publishing-staff) - [Contact Us](https://www.websitemagazine.com/contact) Resources Membership - Login - Subscribe Signup for our newsletter © 2026 Website Magazine. All Rights Reserved - [Privacy Policy](https://www.websitemagazine.com/about/privacy) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Allison Howen", "url" : "https://www.websitemagazine.com/ecommerce/author/allison-howen" }, "dateModified" : "2023-05-04T01:02:32.137Z", "datePublished" : "2014-08-18T05:00:00.000Z", "headline" : "Why Consumers Still Prefer Brick-and-Mortar Shopping", "image" : [ "https://www.websitemagazine.com/hubfs/Imported_Blog_Media/storefront_100x100-Jan-22-2023-11-49-10-7810-PM-1-1-1.png" ], "mainEntityOfPage" : { "@id" : "https://www.websitemagazine.com/ecommerce/why-consumers-still-prefer-brick-and-mortar-shopping", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.websitemagazine.com/hubfs/gradient-regular@3x-1.png" }, "name" : "Website Services, Inc." } } ``` ```json { "@context" : "https://schema.org", "@type" : "NewsArticle", "author" : [ { "@type" : "Person", "name" : "Allison Howen" } ], "headline" : "Why Consumers Still Prefer Brick-and-Mortar Shopping", "publisher" : { "name" : "Website Magazine", "url" : "https://www.websitemagazine.com/" } } ```