Ecommerce Is Growing, But Customers Still Prefer Shopping in Stores Even with increases in delivery time and improved online experiences, people still like to physically buy many types of goods, a new study says.

By Rose Leadem

Opinions expressed by Entrepreneur contributors are their own.

shapecharge | Getty Images

Even with the rise of ecommerce, nothing beats an in-store shopping experience. Aside from books, electronics and office supplies, a majority of people still prefer to shop in a physical store, according to the Walker Sands Future of Retail 2016 report.

The report, which surveyed more than 1,400 U.S. consumers, revealed surprising predictions about the growing importance of supply chains and future of retail.

Related: Is the Death of Brick-and-Mortar Retail a Myth?

Although people might prefer to shop in stores, there's been a year-over-year increase in the frequency of online purchases since 2014. Today, nearly a third of consumers say they shop online at least once a week -- a 41 percent increase from two years ago.

Improvements in the supply chain are helping fuel this growth, as consumers demand fast and reliable ways to purchase and receive items. With Amazon and third-party logistics providers improving inventory management practices and fulfillment and delivery procedures, frequent online shoppers expect a variety of shipping options such as same-day and overnight delivery.

The main incentives to shop online today are free shipping, one-day shipping and free returns. Nine in 10 consumers admit that free shipping make them more likely to shop online.

Related: 12 Ways to Increase Online Sales

This holiday season, most shoppers (76 percent) plan to do their shipping through their smartphones or tablets because of convenience. Websites such as Amazon and eBay will be the most popular sites, according to a report by AMEX. On average, shoppers -- online and in stores -- are predicted to spend $908 on gifts alone this year, a $69 increase from last year.

As amazing and fast ecommerce and the supply chain have become, more consumers purchase items in-store rather than online. Ninety-two percent of groceries are purchased in stores, followed by 77 percent of consumer packaged goods and 76 percent of clothing and apparel. That doesn't mean people won't purchase these items online, however. More than half of polled consumers say they would be willing to do their grocery shopping online. More than a quarter of respondents say they would buy online all other categories, from books to clothing to electronics.

Related: Why the Future of Retail Will Blow Your Mind

Walker Sands predicts that the physical and online shopping worlds will eventually collide. Brick-and-mortar stores are beginning to incorporate mobile technology to improve in-store experiences by offering discounts, coupons and loyalty rewards programs. The agency also predicts virtual reality technology will provide "in-store" ecommerce experiences.

Wavy Line
Rose Leadem is a freelance writer for Entrepreneur.com. 

Editor's Pick

A Father Decided to Change When He Was in Prison on His Son's Birthday. Now His Nonprofit Helps Formerly Incarcerated Applicants Land 6-Figure Jobs.
Lock
A Teen Turned His Roblox Side Hustle Into a Multimillion-Dollar Company — Now He's Working With Karlie Kloss and Elton John
Lock
3 Mundane Tasks You Should Automate to Save Your Brain for the Big Stuff
Lock
The Next Time Someone Intimidates You, Here's What You Should Do
5 Ways to Manage Your Mental Health and Regulate Your Nervous System for Sustainable Success

Related Topics

Business News

'Do You Hate Me?': High School Teacher Shares Wild Emails He Receives From Students

Jordan Baechler teaches high school students in Ontario, Canada.

Business News

Hedge Fund Pays NYC Interns $20,000 a Month on Average, Sent to Lavish Palm Beach Kickoff

Citadel is known for its over-the-top parties and company retreats.

Data & Recovery

This Father's Day, Give the Gift of No More Low Storage Warnings

Save 85% on 1TB of cloud storage for Father's Day.

Starting a Business

Starting a New Business? Here's How to Leverage Transferable Skills From Your Prior Careers and Drive Success

Launching your own business can be daunting, but when you harness the skills from past jobs, there are a variety of things you must ask yourself. Here are three recipes for success using your prior experiences.