Ryder System has released its 10th annual e-commerce consumer study, titled "The Influence of Omnichannel Excellence on Consumer Behavior." The 2024 study surveyed 1,306 US shoppers to explore their preferences, expectations, sentiments, and behaviours related to purchasing, omnichannel experiences, packaging, shipping, returns, and sustainability.

The study highlights a revival of in-store shopping, with 61 per cent of consumers reporting that they enjoy the in-person shopping experience, such as trying on products, marking a 21 per cent increase from last year. This shift is particularly evident among apparel shoppers, with 54 per cent of apparel shoppers now preferring to make their purchases in physical stores, showing a 9 per cent increase.

Additionally, the study found that, for the first time since 2020, 55 per cent of consumers prefer returning online purchases in-store, with 40 per cent of them often making additional purchases when picking up or returning online orders.

The integration of mobile shopping also plays a significant role, with 77 per cent of consumers using their mobile devices while in-store to search for items. Among these, 69 per cent compare prices with nearby stores, 58 per cent check availability at other locations, 31 per cent seek to learn more about a product, and 17 per cent look for other frequently purchased items related to what they are considering.

According to Jeff Wolpov, senior vice president of E-commerce for Ryder, “Retail and e-commerce continue to evolve. The emergence of e-commerce and growth of omnichannel fulfilment, particularly over the past four years, has altered consumer expectations and behaviour dramatically and will continue to do so as time and technology allow. This latest study demonstrates that, while consumers maintain a robust appetite for e-commerce, they are simultaneously embracing in-person shopping, presenting an impetus for merchants to refine their omnichannel strategies.”

“Omnichannel strength is not a fad; it is a strategic necessity for e-commerce and retail businesses to stay competitive and achieve sustainable success in 2024 and beyond. The findings from this year’s study underscore what we know our customers are experiencing, which is the positive impact of integrating supply chain technology solutions across their sales channels, enabling them to provide their customers with flexible, convenient options to personalise their experience and heighten customer satisfaction," adds Wolpov.

Fibre2Fashion News Desk (HU)