Introduction
Since ancient times, people have engaged in selling and purchasing goods. This practice is unlikely to disappear as there will always be things one cannot produce but needs to use. However, while there is no doubt about the future existence of shopping, how it can be done is changing. Due to the development of digital technologies and the emergence of new shopping options, such as online, the existence and success of brick-and-mortar stores have been put under threat. Online shopping offers consumers a wide range of benefits, including the ability to compare prices, the convenience of shopping at any time, and the time-saving advantage of avoiding commuting.
However, the ample advantages of online shopping do not mean brick-and-mortar shops will not survive in the modern world. There are still many aspects of traditional physical shopping that make this option preferable for many people. Specifically, the ability to perform hands-on inspections of goods, the low risk of fraud, and the absence of digital privacy threats make brick-and-mortar shops a more favored option for many consumers and will likely continue to do so for generations to come. The paper will begin by analyzing the three arguments in favor of traditional shopping’s survival, then move on to the counterarguments, and conclude with a summary based on the provided facts.
Hands-On Inspection of Goods
The first key advantage of traditional shopping is the possibility for consumers to inspect the goods. Online shops often offer photos, videos, and reviews of their products, but one cannot be certain that these are authentic. Frequently, online shopping endeavors end in disappointment due to the wrong size, color, or material of the item purchased (Sunitha & Gnanadhas, 2018). Also, a high shipment cost may not be included in the initial price, or the item may not arrive. With brick-and-mortar stores, such occasions are impossible, as the person can try on and feel the piece of clothing or see or smell the food product.
Customers can try how the piece of stationery feels in the hand or how jewelry fits, and do other things to ensure they buy what they like. None of these is possible with online shopping, so consumers are unlikely to forget about this practice soon. This is especially concerning for the older population, who are not tech-savvy and tend to be cautious about trusting information from sources other than their own eyes.
Furthermore, traditional shops can enhance their service quality by adopting some of the technologies used in online shopping (Sheth, 2021). Additionally, offline shopping does not lead to the same high degree of likelihood of shopping disorder as online shopping does (Müller et al., 2020). After all, it is also necessary to consider that people are social creatures and need communication (Spanke, 2020). Checking items at a shop by oneself increases the likelihood of receiving precisely what one wants and avoiding hidden additional costs or dissatisfaction.
A Low Risk of Fraud
Another undoubted benefit of brick-and-mortar stores, which will keep them popular, is the low risk of fraud compared to online shopping. This advantage is not about ensuring that one buys what one likes, but about buying what one wants or, in some cases, about receiving what one paid for rather than not receiving it. Online shopping is convenient, but it frequently involves fraudulent activities that result in the buyer not receiving what they intended or receiving something different (Sunitha & Gnanadhas, 2018).
However, when shopping offline, a person has the opportunity not only to check how the product fits them, but also, more importantly, to assess the quality and availability of the product. Undeniably, one may look for the needed pair of shoes or a purse in one’s favorite color throughout local shops. However, once the necessary item is found, one can purchase it on the spot (Spanke, 2020).
This is not the case with online shops, where website administrators often claim to have the goods available merely to attract customers to their shop. Sometimes, there is even an option to pay for non-available goods. Only later, when the person is sure that the desired thing is already on its way to them, does a manager call and apologize because the item is out of stock. Therefore, purchasing brick-and-mortar stores eliminates the possibility of being deceived and increases the likelihood of customers getting what they want.
The Absence of Digital Privacy Threats
The third central argument favoring offline shopping that will allow it to survive is its resistance to digital threats concerning customers’ privacy. One of the conveniences of online shopping that is most frequently used in its favor is that it saves time. However, among the options that make this possible is the suggestion to keep users’ data stored on websites, which can be hacked and used for illegal activity (Sunitha & Gnanadhas, 2018). Although offline shops have also started to collect some of the users’ data, they do so to a considerably smaller extent than online shops (Pizzi & Scarpi, 2020).
For those who are afraid that their personal information can get stolen or that their credit card number can be revealed and used by hackers, offline stores are a beacon of security and stability. Such consumers tend to trust their favorite shop assistant’s memory concerning their preferences more than they rely on the target website advertisements based on the data they fill in during the registration procedure. The more shocking information leakage incidents are revealed, the more consumers think twice before entering their precious data on shopping websites. Therefore, it is not likely that brick-and-mortar shopping will even lose its popularity since it enables users to avoid the digital privacy threat.
Counterarguments and Rebuttal
While offline shops have numerous advantages, some disadvantages are cited by those who want to support online shopping. The main counterargument to offline shopping’s success is that brick-and-mortar shops risk becoming “research shops” (Amankwah-Amoah, 2018, p. 185). Hence, it is argued that people may only use these stores to try on things and check whether they like how something fits, but then will look up and compare prices online and select the most beneficial deal. However, offline stores can employ artificial intelligence and change logistics (Wollenburger et al., 2018; Zimmermann et al., 2023). That way, they will shift from being merely places to try something (on) to interesting hubs offering high-tech solutions along with the traditional approaches to shopping, which will engage customers.
Another counterargument is that online shops may lose their profitability and success since they do not provide as much flexibility as traditional shops. Indeed, offline shopping is less convenient in terms of adaptability. However, by increasing their digitalization endeavors and adding technology to improve convenience, brick-and-mortar stores will continue to serve their loyal customers for a long time (Dekimpe et al., 2019; Hokkanen et al., 2020). Therefore, despite some arguments against offline shops’ prosperity, it is evident that they have great potential to compete with online stores.
Conclusion
Shopping is an indispensable element of any culture or society, allowing individuals to satisfy their everyday needs and purchase luxury items. Recently, much attention has been focused on whether offline shops will survive competition with online stores. Skeptics say offline shops may become places where people merely look at things but never buy anything. However, there is evidence that brick-and-mortar stores will remain popular because they allow customers to inspect goods hands-on, offer a low risk of fraud, and do not have digital privacy threats.
It is recommended that offline shops adopt digitalization and artificial intelligence to improve people’s experiences, retain customers, and attract new ones. By incorporating some of the methods favored by online shops, offline shops will be able to improve their services while maintaining their charm as places for social gatherings and exchanging ideas.
References
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