Ability to physically see products increasingly important

When consumers choose to buy a product offline instead of on an online shop, it is mainly because they prefer to see the products they want to purchase in real life first. Four years ago, the main concern was the protection of personal data.

However, just like in 2015, 40% of people still consider the protection of their personal data as a reason not to purchase products online. The group of offline product viewers, on the other hand, has increased. According to research done by GfK, currently, 44% of respondents indicate that they prefer to view products first and that they, therefore, do not buy online.

Brick-and-mortar shops

Another reason to shop offline rather than visit an online shop is that strolling through the shopping streets and visiting the brick-and-mortar shops gives pleasure. Approximately 30% of the consumers named this reason. That is an increase of six percentage points, compared to the previous study from 2015.

Furthermore, 40% of the consumers surveyed consider delivery costs another reason not to buy something online. They instead prefer to wait and buy the product in a shop. Compared to the previous survey, this accounts for an increase of six percentage points as well.

Consumers still want free delivery on online shop

No less than 87% believe free delivery is a good reason to make more online purchases in the future. That, even though the online retail industry is slowly but surely moving away from free deliveries and -returns. For example, Zalando has already announced in several European countries that it will no longer offer free delivery.

Delivery costs are a stumbling block all over Europe. Almost half of the Europeans think that delivery costs are a reason to abandon their online purchase. This makes purchasing a product offline even more attractive.