In-Store vs. Online Shopping

Some people might say that Commerce is the backbone of our society. While I might not completely agree with this saying, commerce is definitely one of the pillars on which we stand. 

Though commerce has evolved and continues to evolve in the form of eCommerce, conventional commerce offers the consumer the full experience of the goods, while online shopping reduces the experience to a dimension experience. The customer is solely able to “look” at the item there is no smell ( the smell of new clothes or shoes) , no feel (the texture, the fabric on our skin) and no trying it on, to see if it is a good fit. 

On the one hand eCommerce enables us to order items from all over the globe. On the other hand, when we order a new item online we pray for the best case scenario (and it’s usually far from perfect). So how can we enhance the consumer experience? 

1. Augmented reality

Augmented reality (AR) has been a game changer for e-commerce. This technology allows shoppers to see digital images or information overlaid on the real world through their devices, helping them make better purchasing decisions by providing a more interactive and immersive experience..

2. Voice search

Voice search is revolutionising online shopping by letting users find products with spoken commands. Instead of typing out queries, shoppers can simply describe what they’re looking for—such as “red leather jacket” or “summer dress”—and receive customised search results instantly. 

AI auto-tagging ensures that online stores show the most relevant results. This hands-free, intuitive approach speeds up the shopping experience, making it easier for customers to discover and purchase items while multitasking, thereby enhancing their overall satisfaction.

3. Personalisation

Artificial Intelligence (AI) and machine learning enable automated, personalised shopping experiences. AI continuously collects data on customer behaviour, preferences, and purchase history, providing personalised product recommendations that can’t be replicated in-store. 

For example, AI from Selectika can recommend similar items or items that pair well with the product they’re browsing. Implementing personalised experiences on your site or in marketing efforts has been shown to significantly boost revenue, with one study indicating a 25% revenue increase for retailers utilising advanced personalization.

4. Chatbots

Chatbots interact with online shoppers much like in-store sales associates. Today’s shoppers want to find and buy products quickly, and if they can’t, they get frustrated. Chatbots help address this by guiding customers through their shopping journey and resolving issues promptly, which can prevent lost sales.

5. More ways to pay

Offering a variety of payment options caters to different customer needs and can prevent potential cancellations. Providing multiple payment methods, along with the ability to save payment information for faster checkouts, can increase conversion rates and enhance the overall shopping experience, especially on mobile devices.

6. Subscriptions

There are subscriptions of all sorts and their convenience is attractive for customers and keeps them coming back. For companies, subscription services create a way to plan for inventory and sales that are already locked in. 

7. Sustainability

Many businesses are adopting eco-friendly practices, such as going paperless, using biodegradable packaging, and employing recyclable materials. AI technologies like Selectika’s “Find My Size” can reduce returns, which helps minimise waste, lower emissions, and demonstrate a commitment to sustainability.

Conclusion

While the debate between in-store and online shopping continues, it’s clear that innovations in e-commerce are bridging the gap and enhancing the shopping experience. Technologies like augmented reality, voice search, and AI-driven personalization bring a new level of convenience and engagement, mimicking some aspects of the in-store experience. Chatbots and diverse payment options streamline transactions, while subscription services and sustainable practices add value and environmental consciousness. By embracing these advancements, e-commerce not only meets the evolving needs of consumers but also contributes positively to the planet, ensuring a richer, more satisfying shopping experience for everyone.