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

Why it matters

As e-commerce has grown rapidly, in-store retail has been challenged and some argue it needs to have a purpose beyond shopping in order to connect with customers. Using the physical space for social content and experiences could be one successful strategy.

However, linking any offline strategy with the online selling strategy is fundamental, as the two are not separate.

Takeaways

• More than half (53%) of consumers worldwide said they have felt positive about their experience in e-commerce stores since the...