A Tale of Two Shopping Experiences: How In-Store and Online Consumer Expectations Are Blending

In-store grocery shopping—and retail more broadly—has undergone profound shifts in recent years. Once a leisurely experience, shopping is increasingly becoming more mission-driven, with consumers prioritizing efficiency over browsing. At the same time,  shoppers are demanding more from their e-commerce experiences, leading to new challenges for both online and in-store retailers.

So, what does this “tale of two shopping experiences” tell us about today’s consumer?

Shoppers Are Spending Less Time In-Store

Over the past five years, the number of units purchased per in-store trip has decreased by 21%, alongside a 5% drop in grocery aisle engagement. Rising food prices have encouraged more disciplined shopping patterns, but the story goes deeper.

During the pandemic, consumers turned to e-commerce in record numbers, learning that product availability and selection were often better online. Today, many shoppers are unwilling to spend time hunting down items in large supermarkets when they know they can find them quickly online. This frustration can cut trips short and reduce time in-store.

Online Shopping: Convenient but Uninspiring

While digital channels deliver efficiency, they lack the spark of discovery that makes shopping enjoyable. Consider this:

• 78% of shoppers report feeling overwhelmed by too many online choices.
• Only half describe online shopping as relaxing or enjoyable.
• 76% say online shopping lacks excitement—many miss the “unexpected finds” that make in-store shopping fun.

For some, e-commerce now feels like a chore. Shoppers want more than convenience; they’re looking for experiences that blend function with engagement.

The Blended Expectation: Convenience + Excitement

Consumers want it all—efficient, seamless online shopping paired with engaging, discovery-filled in-store trips. This blended expectation means retailers and brands must rethink how they meet shopper needs.

Opportunities for Retailers and Brands:

• Make in-store navigation effortless: Enhance signage, integrate GPS-enabled “store mode” into apps, or show product shelf images with aisle details online.
• Bring the treasure hunt into stores: Use cross-promotions, bundled meal solutions, or QR code-driven scavenger-style savings to encourage discovery.
• Personalize online experiences: Nearly half of shoppers expect their data to be used to simplify their journey. Transparent use of personalization builds trust and makes the digital experience less overwhelming.
• Leverage AI to rehumanize e-commerce: Go beyond auto-replenishment. Give AI tools engaging personas that recommend new items and answer shopper questions, reducing the loneliness that many shoppers feel when shopping online.

What This Means for Insights Leaders

For those studying shopper behavior, it’s essential to evaluate both the functional and emotional sides of the shopping journey. By understanding what shoppers need for efficiency and what makes them feel engaged, we can guide brands and retailers toward strategies that truly resonate.

At C+R Research, we help companies capture these nuanced shopper expectations and design experiences that balance convenience with delight. Whether through shopper journey research, segmentation, or in-the-moment ethnographies, our custom research programs uncover what’s next in retail.

Final Thought

The tale of two shopping experiences highlights a simple truth: consumers no longer want to choose between convenience and excitement. They expect both—and brands that deliver will gain not only sales, but also loyalty.