What are shoppers’ omnichannel buying preferences?

By Sasha Fedorenko July 24, 2019 - 2:11 pm

With online shopping becoming increasingly widespread, it comes as no surprise that more and more people are relying on it over traditional shopping. Data from Eurostat is showing that 82% of Brits are shopping online monthly. However, have Brits completely ditched traditional shopping? Or are there some items they would still rather buy in-store?

When it comes to the items Brits would never buy online, bras come first with 85% of respondents saying they would rather try them in-store rather than buying them on the web, says new research by Onbuy.

Makeup comes next, with 81% of people saying that they would be more comfortable purchasing beauty products from a physical shop.

On third place follows perfume, with 73% of brits being worried about buying them online, perhaps due to the fear of them not being original. Next on the list are the following medicine (72%), jewellery (66%), electronics (62%), fruits and veg (59%), shoes (58%), coats and jackets (47%) and flowers and plants (40%).

When it comes to the items people would not buy in the store, there are no surprise adult toys come first with 92% of people saying they would rather shop for these purchases online.

Second on the list come tech accessories, such as headphones and phone chargers, with 81% of Brits preferring to get them online rather than in-store.

Beauty tools come third place, with 80% of the Brits considering that it’s better to get these online. The other responses are holidays (79%), books (79%), clothing basics (77%), non-perishables (72%), embarrassing meds (70%), pet food (69%) and kitchen appliances (67%).

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