Myths and realities: e-commerce versus traditional commerce

Published 21-09-2015

Some could say that the increase of e-commerce has caused that the paper of the traditional commerce is diminished, a new investigation of Google suggests it relation between the digital purchases and the realised ones in store much more are interconnected than it is created.

The study on e-commerce realised by Google next to other companies, reveals that two of each three consumers do not find the information who need in the store and 43% leave frustrated them, finally 71% of the buyers in traditional stores that use smartphone say that it has become more important for his experience in the store.

We are going to hunt 3 myths associated with the impact of e-commerce in the purchases in physical store:


Myth 1: The searches online.

The results of the searches in Internet only send to the buyer to sites of e-commerce.

The reality: The results of that search also constitute a powerful tool to lead the consumers to the physical businesses.


The buyers would find this information of much utility in their searches online:

  • The price of an article in a next store, 75%.
  • The article is available in a near store, 74%.
  • The location of the nearest store with the article, 66%.
  • Details of the store as the schedule or the telephone, 63%.
  • A map with the stores that sell the wished product, 59%.
  • That other products have available in the store that has the wished article, 56%.


Myth 2: smartphones in stores.

When the consumers put themselves to look smartphone in the store, the salesman loses his attention.

The reality: The stores can catch the attention of the users through the results search and their movable site or application.


How use do the consumers his smartphones in the physical stores?

  • 42% of the consumers make searches while it buys in a traditional store.
  • 46% visit e-commerce, site or app of the brand.
  • 30% look for information of the competition.
  • 26% look for in another type of sites as Webs of coupons for example.


Myth 3: the purchase experience.

The searches online have reduced the expectations of the stores, now the consumer is only going to the traditional store to realise a transaction.

The reality: The consumers visit stores for something more than a purchase and their expectations of the retailers are higher than before. They are looking for a customized experience.


The consumers prefer customized experiences and value:

  • Stores that offer customized coupons and exclusive supplies in their premises, 85%
  • Stores that offer specific recommendations of purchase, 64%.
  • Stores that have friendly and familiar recommendations of for example, 54%


The tendency is that in the purchase process smartphone is every time is more protagonist but the traditional commerce is due to be useful it offering information that it attracts, connects and improves the purchase experience and gives an added value to the brand, that allows so looked for differentiation of the competition.

Categories: Marketing Online

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