The retail world is constantly changing, and Ryder System, Inc.’s latest eCommerce consumer study, “The Influence of Omnichannel Excellence on Consumer Behavior,” gives us a clear look at where things are headed in 2024. If you run an online store, you’ll want to pay attention to this one. The report highlights how U.S. shoppers are blending online and in-person shopping and what that means for your business strategy going forward. Here’s what you need to know from Ryder’s study and how it could impact your store.
Online Shopping Is Strong, But In-Store is Making a Comeback
Yes, people still love shopping online, but in 2024, they’re also flocking back to physical stores. The big reason? They enjoy the experience. According to the study, 61% of shoppers hit the stores because they like trying things on, seeing products in person, and comparing them side by side—things you can’t do with an online cart. That’s a 21% jump compared to last year. Plus, some just don’t want to wait for shipping (35%) or are worried about package theft (15%).
What does this mean for your eCommerce store? It’s time to step up your omnichannel game. If you offer both online and in-store shopping options (or plan to), make sure they work seamlessly together. Think about things like in-store pickup or letting customers check if an item is in stock nearby. The easier you make it for shoppers to get what they want—however they want it—the more they’ll love you for it.
Apparel and Cosmetics: In-Store is Winning
The report shows that shoppers are increasingly heading back to stores for certain products, especially when it comes to apparel and cosmetics. Forty-one percent of cosmetics shoppers now prefer to buy in a physical store, and 54% of apparel shoppers feel the same way. Why? People want to see these items up close and personal before committing.
If your eCommerce business deals in clothing or beauty products, consider offering an option for customers to try items in-store or create a strong return policy that mimics the ease of trying things on at home. It’s all about giving people the confidence they need to buy.
Returns? People Are Doing Them In-Store Now
For the first time since 2020, more shoppers would rather return their online purchases in-store than send them back via mail. Fifty-five percent of shoppers prefer to return items in-store, and many even end up making additional purchases while they’re there. If you’re not offering an in-store return option yet, it’s definitely something to think about. It can lead to more foot traffic and potentially more sales.
Shoppers Are Attached to Their Phones – Literally
Even when people are shopping in-store, they’re glued to their mobile devices. According to the study, 77% of consumers use their phones to look up products while shopping. They’re comparing prices (69%), checking availability (58%), and even reading up on product details (31%).
This means your mobile site needs to be up to par. Whether your customers are standing in a store aisle or chilling on their couch, they should have an easy time browsing, comparing, and buying. Mobile optimization isn’t just a nice-to-have anymore—it’s a must.
The Takeaway: Omnichannel is Key to Success in 2024
The big takeaway from Ryder’s study? Omnichannel is no longer a buzzword—it’s a necessity. Shoppers want flexibility and convenience. They expect seamless transitions between online and in-store shopping, easy returns, and mobile-friendly experiences. Whether they’re browsing from their phone or picking up an order in-store, they want it to be easy, and businesses that can deliver this will come out on top.
So, if you haven’t already, now’s the time to refine your omnichannel strategy. Integrate your online and physical store experiences, keep things mobile-friendly, and make returns a breeze. As Jeff Wolpov, senior VP of eCommerce for Ryder, puts it, “Omnichannel strength isn’t just a fad. It’s a strategic necessity for eCommerce and retail businesses to stay competitive and achieve sustainable success in 2024 and beyond.”
For more insights, you can download the full study on Ryder’s website. But for now, start thinking about how you can improve your customer’s shopping experience—no matter where they are!
Scott Sanfilippo began his eCommerce journey in 1994 by co-founding one of the Internet’s first online retailers, TheFerretStore.com, which was acquired by PetCo in 2006. In 2001, he co-founded the eCommerce design and marketing firm Solid Cactus, which was acquired by web.com in 2009. Today, Scott is the General Manager of Your Store Wizards and lives in Delray Beach, FL. Scott can be contacted at scott@yourstorewizards.com.