Consumers have more positive experience when shopping online

Rob Clapp

An overview of customer experiences when shopping online and in-store.

Consumers are more satisfied with their experience when shopping online than in-store, according to data from NielsenIQ.

More than half (53%) of consumers said they have felt positive about their experience in e-commerce stores since the COVID-19 pandemic began. Just 18% have felt positive about their in-store experience.

Instead, 42% have felt negatively about their experience in physical stores compared to just 9% for e-commerce.

E-commerce has the largest lead over in-store retail among 'newly constrained' consumers, those who have a worsening financial situation and are consciously watching what they now spend. Over half (54%) of this group...

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