Why Digital Shopping Is On The Rise: Brick-And-Mortar Stores Are Not Much Help

Almost all of the 44.4 million digital shoppers in the U.K. are likely to buy something online this year, according to survey data from consultancy Pragma. They increasingly tend to prefer using digital channels at every stage of the shopping process, except when making the final purchase decision and resolving post-purchase issues. At these points, they often prefer to head to the store. This means that stores are not doing a good job of keeping customers up-to-date on the latest products, providing detailed product information, or even allowing simple product browsing. The key finding proving that U.K. stores are failing their customers: only four percent say they’re shopping online less than they used to – compared to 32 percent shopping less in physical stores.