Online shopping has become the norm for many U.S. consumers, with 70% of online users regularly purchasing goods online. But while e-commerce sales continue to grow – they'll reach $362B in the U.S. in 2016, up from $224B this year – they still account for only about 5% of total retail sales.
It turns out, a lot of people still like shopping in stores. Many consumers still like to see and touch products in real life, enjoy "browsing" in shops, or want to talk to a sales person before making major purchases. But after more than a decade of web commerce, consumers have also become more demanding, price-conscious, and technically savvy.
Read more on concepts many retailers are using to bridge the gap between in-store and online shopping here