The lines are blurring between online and offline shopping. The future of retail lies in a new breed of consumer: the Click-and-Mortar™ shopper. This emerging trend, revealed in the “2024 Global Digital Shopping Index,” describes consumers who seamlessly navigate between online and physical stores.
This shift in behavior signifies a major change. Today’s shoppers no longer view online and in-store experiences as separate entities. They expect the same level of digital convenience and information access in physical stores that they’ve come to expect online. Nearly 40% of all consumers surveyed now identify as Click-and-Mortar™ shoppers, making it the fastest growing segment in global retail.
The report, commissioned by Visa Acceptance Solutions and conducted by PYMNTS Intelligence, surveyed over 13,000 consumers and 3,500 merchants across seven countries. It highlights the importance of Click-and-Mortar™ shoppers for businesses:
Millennials, known for their digital comfort, are leading the way. A staggering 45% of them embrace the Click-and-Mortar™ model. Parents with children at home are another key demographic, with 57% opting for this blended shopping experience.
The message for retailers is clear: the future belongs to those who embrace the Click-and-Mortar™ shopper. By providing a seamless and digitally-enhanced in-store experience, merchants can unlock significant growth potential and cater to the evolving needs of today’s savvy consumer. In short, success lies in offering the best of both worlds: the convenience of online shopping with the tangible benefits of a physical store.
